Review of Digital Marketing Strategies: Dove and Pantene Communication

This report provides a comprehensive analysis of the digital marketing strategies employed by Dove and Pantene, focusing on their communication strategies, promotional mix, and overall effectiveness. The report begins with an introduction to digital marketing and its importance in the current global economy, followed by a detailed explanation of digital marketing and communication strategies. Two brands, Dove and Pantene, are then examined, with specific examples of their digital marketing campaigns and promotional mixes. The analysis includes an evaluation of their social media presence, engagement metrics, and overall impact on brand awareness and sales. The report concludes with a ranking of the examples based on effectiveness, utilizing social media measures, and a summary of key findings. It also references relevant academic literature to support the arguments presented. The analysis demonstrates how these brands utilize various digital channels such as websites, social media platforms, and email marketing to reach their target audiences, build brand loyalty, and drive sales. The report highlights the importance of adapting digital marketing strategies to achieve organizational goals and enhance customer engagement.

Digital Marketing

Contents
Introduction.................................................................................................................................................3
Digital marketing strategy.......................................................................................................................3
Digital communication strategy...............................................................................................................3
Examples of reviewing digital marketing................................................................................................4
Two brands have been taken for reviewing digital marketing.................................................................4
Promotional mix......................................................................................................................................5
Effectiveness and rank the examples in order of effectiveness and utilizing the social media measures. 6
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

Introduction
In the present era and global economy internet has provided various opportunities to the
business. The speed and ease of digital media transfer information everywhere. The digital
marketing involves the use of technology which benefits the organization in many ways. The
term digital marketing refer to the interactive and measurable marketing of the product or service
for reaching the viewers to customers and making retention of them by using digital
technologies. The use of technology in the organization is very important as it helps in maintain
the data flow, track processes and maintains employee records. With the use of technology the
operations of the business is done efficiently and effectively with minimum manpower and
reduces the cost of doing business and produce effective products for customers. Digital
marketing is the useful tool and technique for marketers for targeting the audience with the use
of electronic media. In the study we have discussed how digital marketing can be used in a
specific communications strategy as part of promotional aspect of marketing mix of dove and
Pantene.
Main body
Digital marketing strategy
A digital marketing strategy refers to series of actions that involves the use of online channels for
achieving goals and objective of the organization. The channels can be paid, earned or owned
media. Through the use of digital marketing action plan online marketing strategy can be build
and initiate with success. Digital marketing strategy is a channel that should be informed to
researcher in view of the customer channel behavior and Marketplace activities for product or
service. Digital marketing strategy is also based on the objectives for the future offline and
online channel contribution. Technological advancement in digital marketing made easy to
measure the efficiency and effectiveness of marketing campaigns. it involves various strategies
of digital marketing are Social Media Marketing (SMM), Digital Advertising, Search Engine
Optimization (SEO), Email Marketing, and Content Marketing.
Digital communication strategy
It defines the process of connecting people across the world through use of online channels. It
undertakes the launching of social media campaigns running banner advertisement distributing

email newsletters and publishing native advertising articles. The digital communication is used
by the organization for expanding their reach sharing messaging by creating helpful relationship
with the audiences. Business launches various digital communication campaigns for building a
brand, creating awareness in customers regarding the product, services and value by driving
conversion that inspire the customer for buying the product through marketing channels. The
campaign creates customer experience and brand affinity through social campaigns, messaging
app and live stream videos. Along with this organization tends to create an effective brand image
and transform their image for the legacy of company which is pivoting in a new direction. Along
with this organization tends to create an effective brand image and transform their image for the
legacy of company which is pivoting in a new direction.
Examples of reviewing digital marketing
Two brands have been taken for reviewing digital marketing.
Brand 1- Dove
The Dove is using marketing communication for contributing in marketing campaigns. It makes
the used of social media campaigns where lots of picture approx 5000 has been collected by
Dove on Gettyimages.com. It involved 179 women’s from 39 countries for shoot. Dove is taking
action with Girlgaze Photographers for their project. The Dove uses official website and social
channels such as face book, Instagram, Twitter, You Tube and Pinterest etc. The Dove created
campaign of ‘real beauty beats’ where ad was made by the black ship agency. It also have digital
platform by the name of ‘Dove Beleza Real’ which motivates to feel comfortable to women’s in
the way they look. In traditional method it used the print advertisement for the product after
campaign was conducted by name of ‘campaign for Real beauty’. The mobile campaign was
launched by the Dove for capitalizing growth on mobile devices for comparing advertisement
through app where users can download the videos for watch on different product line of Dove.
Brand 2- Pantene
The Pantene uses various marketing communication for promoting the product through digital
marketing to reach the product to consumer. The product is restoring through a website
providing recommendations and hair care tips by re-launching its brand of shampoo. For this

Pantene make the use Twitter for the effective marketing of their products. Through television
and print advertisement campaigns it prompted it product of shampoo. The use of E- mail
marketing provides the coupons, [product information etc to customers. The Pantene uses official
website and social channels such as face book, Instagram, Twitter, You Tube and Pinterest etc.
the Pantene creates the blog for heartening communication among consumers, cultures and
community by promoting events and contest. The Pinterest targets the large audience for
providing tips on online beauty and grooming having 81% females. It also uses various shopping
site for providing product to consumers according to their choice.
Promotional mix
Dove- The dove is a strong brand by creating awareness of the product in the consumer market,
to promote its product it makes the use of advertisement and campaigns for creating visibility in
the mind of the customer regarding the brand. Through television and print media it promotes it
product. With this there is a use of newspaper, magazines and billboards. An unusual
promotional policy was adopted by Dove instead of using celebrity it took the ordinary woman
for the product to look extraordinary. Through twitter, Face book and You Tube it created fan
following by having media presence on the social platform. It also takes part in trade exhibitions
and put emphasis on personal selling through the use of large sales force for increasing presence
of retail stores. The Dove can hire blogger for posting content on social media pages to promote
the product.
Pantene- it is a strong brand of Procter & gamble introduced in 1945. It is a recognized brand in
the market targeting people who are concerned about their hair. It uses a aggressive marketing
strategy which involves the advertisement tool. Through television and print media it promotes it
product. With this there is a use of newspaper, magazines and billboards where hoardings and
posters are posted. It also created the campaigns with many stars in order to promote the product
such as Kelly Le Brock, Priyanka chopra and Katrina kaif. The company used the social media
platform of Face book where it has its own website page that connects the customer directly. On
You Tube it uploads the television commercials on channel of social media providing expert tips
and broadcasts interviews with celebrity stylists. It also takes part in trade exhibitions and put
emphasis on personal selling through the use of large sales force for increasing presence of retail
stores.

Effectiveness and rank the examples in order of effectiveness and utilizing the
social media measures
The dove created 40 million media impression. On Instagram the brand has 412K followers and
on Facebook, it’s 28Million. The brand creates awareness by using the social media presence of
social platform on Facebook, Instagram, Twitter, You Tube etc. The brand targets to worldwide
customers which receives the consistent feedback and responses from customers. It has total
market share of 5% of using 17,000 crore soap market. The track engagement is continuous of
the product. The turnover of Dove is approx 53.7 billion. It has gain Approx. 567,478 likes and
interest for the product. The effectiveness of choosing media is on Face book and advertisement
on television.
The Pantene creates awareness by using the social media presence of social platform on
Facebook, Instagram, Twitter, You Tube etc. The brand targets to worldwide customers which
receives the consistent feedback and responses from customers having a continuous track
engagement of the product. On Instagram the brand has 614K followers and on Facebook, it’s
658Million. It has gain Approx. 127, 0343 likes and interest for the product .it has a market share
of 13%. The turnover is approx 5.57 billion. The effectiveness of choosing media is You Tube
and face book. The Pantene has the high effectiveness of using social media presence.
Conclusion
From the above discussion it has been summarized that digital marketing involves the
medium of communication through social media, websites, and e-mail. The role of digital
marketing is important part in integration of digital marketing due to the social marketing which
is helpful for an organization to reach towards the maximum number of customers in order to
enhance their growth and success. The digital marketing is a platform used by the marketers for
promoting their brand by defining the product in such a manner that increases credibility. The
brand dove and Pantene effectively uses the digital marketing for the promotion of product and
create awareness in the consumers. It uses various communication strategies so that more
customers reach to the product which increases more sales and profitability for the organization.
It is also summarized that the social media content is valuable for the company regarding the
brand awareness and to enhance the customer involvement.

References
Books and Journals
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Belgrano and et.al., 2020. Plano de Marketing Digital para o Instituto dos Registo e
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Bruhn and et.al., 2018. Marketing Weiterdenken. Springer Fachmedien Wiesbaden.
Gbadamosi, A., 2019. Contemporary issues in marketing: Principles and practice. Sage.
Huang and et.al., 2017. Growing on steroids: Rapidly scaling the user base of digital ventures
through digital innovaton. Mis Quarterly, 41(1).
Kent and et.al., 2018. Branding, marketing, and design: experiential in-store digital
environments. In Fashion and Textiles: Breakthroughs in Research and Practice (pp. 275-298).
IGI Global.
Kumar and et.al., 2019. Understanding the role of artificial intelligence in personalized
engagement marketing. California Management Review, 61(4), pp.135-155.
Negricea and et.al., 2020. The Connection between Digital Marketing and Relevant Public
Relations. The Brand Building Role of Digital Communication. Holistic Marketing Management
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