Digital Marketing Analysis and Strategies for Dove

Running head: DIGITAL MARKETING
Digital Marketing
Name of the student
Name of the university
Author note

1DIGITAL MARKETING
Executive Summary
This report had analysed the digital marketing of Dove to identify the failures in their
marketing strategy and provide valid justifications for their failures. The next part of the
report had aimed at developing and implementing marketing strategies by using social
marketing instruments and platforms. Facebook, Instagram and Twitter has been selected as
the social media platforms and the report will depict the implementation of these platforms
according to Dove’s product requirements. Facebook, Instagram and Twitter are three
different platform so the approach to these social media platforms had been diverse.
Facebook should be used for promoting different events and social activities of the
organization. Instagram should be used for portraying the culture and the purpose of the
organization and Twitter should be used to communicate directly to the consumers in order to
answer to their queries.

2DIGITAL MARKETING
Table of Contents
Introduction................................................................................................................................3
Analysis of digital marketing strategy in Dove..........................................................................3
Target customer of Dove............................................................................................................4
Implementation of Facebook......................................................................................................4
Implementation of Instagram.....................................................................................................7
Implementation of Twitter.........................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................12

3DIGITAL MARKETING
Introduction
Digital marketing strategy is one of the major aspect of the marketing campaigns of
global companies. Digital marketing is a must for companies in order to maintain their long
term sustainability and competitive advantage. This report will analyse the digital marketing
of Dove to identify the failures in their marketing strategy and provide valid justifications for
their failures. The next part of the report will aim at developing and implementing marketing
strategies by using social marketing instruments and platforms. Facebook, Instagram and
Twitter has been selected as the social media platforms and the report will depict the
implementation of these platforms according to Dove’s product requirements.
Analysis of digital marketing strategy in Dove
Digital marketing has become one of the most power medium in the current
marketing world and the companies have to be careful about the way they portray their
products. In case of Dove, they posted an advertisement into their social medium platform
which has been criticized by the users. The advertisement featured a black model taking her
shirt off having a similar colour to her skin to become a white women wearing a shirt that is
similar to her skin tone. This advertisement has hurt the sentiment of the Facebook users and
has been considered as racist content (Slawson 2017). The awareness of people regarding
these controversial topics have increased significantly and the message has been portrayed
wrongly. The context that Dove marketing team was wrongly formulated as it is very easy to
take it out of context. Moreover, the message posted by the organization can be considered as
racist as the message that the advertisement was trying to convey was the fact that by using
the product developed by Dove, the consumers can become white which signifies the white is
the benchmark of looking good and having a darker skin colour means that people are ugly
(Tiago and Veríssimo 2014). This portrayal will definitely affect the consumers as majority