Digital Marketing Strategies for Unilever Plc

This presentation discusses the use of digital marketing strategies for Unilever Plc, a UK-based multinational consumer goods company. It includes an overview of the company, analysis of existing marketing practices, objectives, channel selection, sample creative content, measurement, data, and ethical implications. The presentation is recommended for students studying digital marketing.

Digital Marketing

Table of Contents
 INTRODUCTION
 MAIN BODY
 Overview of the company
 Analysis of existing marketing practices
 Objectives
 Channel Selection
 Sample Creative Content
 Measurement, Data, and Ethical implications
 CONCLUSION
 REFERENCES

INTRODUCTION
Digital Marketing is determined as considering
the use of digital technologies in order to carry out
marketing activities and practices. For instance, it
includes technological elements including search
engines, personal computers, mobile phones, social
media platforms, email, etc. Business organisations
operating in existing business environment considers the
use of digital marketing practice as it facilitates in
getting in reach with maximum number of customers in
market. Unilever Plc is among leading business
organisation engaged in manufacturing of Food as well
as consumer products all around the globe.

Overview of the company
 Unilever is UK based multinational business
organisation engaged in producing and
supplying consumer goods to their customers
in consumer market. For instance, the
respective business organisation has been
headquartered in London, United Kingdom.
In addition to that, the product portfolio of
Unilever includes Packaged food products,
Ice cream, Tea, Coffee, Pet Food, Toothpaste,
etc. which are helpful and consumed by
people in their daily routine life.

Analysis of existing marketing practices
There are various strategies
adopted by respective business organisation
in order to promote their products which are
as follows;
 Merger and acquisition
 Journal media
 Billboard and campaign
 Digital Marketing

Objectives
Referring to above mentioned information, there are various objectives in order to improvise and enhance
existing scenario of marketing function of respective business organisation. For instance, these objectives will be
aimed at adapting required changes in marketing strategies of Unilever Plc in order to ensure further growth and
expansion of their business.
• To increase investment in Digital Marketing activities by 15-20% of entire marketing function or
department.
• To build brand awareness among customers in society with consideration of effective use of Digital
marketing practices.
• To increase existing customer base as well as implementing effective strategies in order to retain the same.
Therefore, purpose and aim behind all these determined objectives lies in ensuring further growth and
expansion of respective organisation with implementation of required strategy. It will facilitate Unilever in coping
up with changes in business environment.

Channel Selection
 There are various available options for business
organisations in order to consider the most effective
channel for digital marketing activities. For instance,
most suitable channels of digital marketing to be
taken into consideration by Unilever are as follows:
 Social Media Platforms
 Search Engine Optimisation
 E-mails
 Website

Sample Creative Content
In order to move further, there has to
be a preview or sample of determined marketing
strategies in order to contribute effective
understanding of the same. For instance, it will
highlight further presentation of creative content
over these marketing channels in order to attract
customers towards the same
 Instagram Sponsored Post
 Twitter Post

Instagram Sponsored Post
It is basically referred to a photo
or video shared by shared by user of this
meaningful social media platform with a
defined caption. For instance, caption
under the post defines a brief summary
behind that particular media content in
order to convey the message or information
behind the same.

Twitter Post
 Twitter is another major social media
platform which social media platform
to users in order to interact among each
other as well as share their views and
opinions among each other. For
instance, this social media platform has
a trend of using hashtags in order to
promote something among other people
using Twitter.

Measurement
KPI
 Revenue
 Customer Base
 Customer Retention
 Financial Stability

Data or Information
The suitable and appropriate
sources of data or information are as
follows;
 Primary
 Secondary

Ethical Implications
 No False promises to customers and presenting
advertising content to target customer base.
 Elimination of negative practice of being relied
on assumptions and Guesswork.
 The content or information in these
advertisements must not hurt sentiments of
people in society in any sort of manner.
 Transparency in contributing information to
customers regarding their products as well as
brand itself.

Conclusion
From the above conclusion, it could be concluded that digital marketing function
is considered as most efficient marketing function. For instance, Unilever has been chosen
for this particular presentation report in order to contribute understanding of concept of
digital marketing. Social Media Platforms, Search Engine Optimisation, E-mails, and
Websites are determined as recommended digital marketing channels for respective
business organisation in order to ensure organisational growth and success. Furthermore,
KPIs are recommended for the purpose of measurement, Primary and secondary sources of
information for acquiring data, and various ethical implications to be considered in
implementation of effective digital marketing function.

REFERENCES
Books and Journals
 Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
 Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B markets.
Industrial Marketing Management, 95, pp.1-4.
 Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on
the digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal, pp.j-ausmj.
 Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business & Industrial
Marketing.
 Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital marketing in SMEs
via data-driven strategies: Reviewing the current state of research. Journal of Small Business
Management, pp.1-36.
 van Esch, P. and Stewart Black, J., 2021. Artificial intelligence (AI): revolutionizing digital
marketing. Australasian Marketing Journal, 29(3), pp.199-203.