Comparative Analysis: Digital Marketing Strategies of Dove, Pantene

This report provides a comprehensive review of the digital marketing strategies employed by Dove and Pantene. It begins by defining digital marketing and its strategic importance, followed by an examination of digital communication strategies. The report then delves into specific examples of Dove and Pantene's marketing campaigns, analyzing their promotional mixes and effectiveness across various social media platforms. It assesses how both brands utilize digital channels to create brand awareness, engage with customers, and drive sales, ultimately ranking the effectiveness of their strategies based on market share, social media presence, and customer engagement. The conclusion emphasizes the importance of digital marketing in reaching a wider audience and enhancing brand reliability, highlighting the successful implementation by both Dove and Pantene.

Digital Marketing

Table of Content
 Introduction
 Digital marketing strategy
 Digital communication strategy
 Examples of reviewing digital marketing
 Two brands have been taken for reviewing digital marketing
 Promotional mix
 Effectiveness and rank the examples in order of effectiveness
and utilizing the social media measures
 Conclusion
 References

Introduction
In the contemporary period in addition worldwide
economy cyberspace partakes providing several occasions
to the corporate. The rapidity and luxury of digital
broadcasting transmission statistics universally. The digital
marketing contains the practice of knowledge which
assistances the association in numerous conducts. The term
digital marketing mention to the collaborating and
computable publicity of the produce or facility aimed at
attainment the audiences to clients and creation retaining
of them by exploitation digital knowhows.

Digital marketing strategy
The digital marketing strategy defines the use of online
channels to achieve the goals and objectives with the series
of action of organization. The digital channels are in the
form of paid, earned or owned media. The online marketing
strategy is build with the help of action plan of digital
marketing and success is initiate. In the view of the customer
behavior and marketplace activities the channel of digital
marketing strategy is informed to researcher regarding the
product or service (Chevtaeva, E. and Denizci-Guillet, B.,
2021).

Digital communication strategy
It describes the procedure of joining persons crosswise the
creation over usage of connected networks. It commences the
introduction of societal mass media campaigns administration
marvelous advertisement allocating electronic mail newssheets
and publication instinctive publicity articles. To increases the
influence of the organization on distributing messages the
digital communication is used which generates the obliging
organization by the audiences (Hudson, S. and Hudson, L.,
2017).

Examples of reviewing digital marketing
Brand 1- Dove
The Dove is expending advertising communiqué for
contributive in publicizing movements. It styles the
castoff of societal mass media operations wherever lots
of depiction approx. 5000 has remained composed by
Dove on Gettyimages.com. It intricate 179 women’s
from 39 countries for shoot. Dove is captivating
achievement with Girlgaze Photographers for their
development (Jeslyn, J., 2020).

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The Dove usages authorized internet site and societal networks such as Facebook,
Instagram, Twitter, You Tube and Pinterest etc. In old-style technique it castoff the print
announcement meant for the produce afterward operation was directed by appellation of
‘campaign for Real beauty’. The portable campaign was propelled by the Dove for
exploiting development on mobile devices for comparison commercial over app where
operators can transfer the videos for lookout on dissimilar merchandise track of Dove.

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Brand 2- Pantene
The Pantene usages several advertising announcement for
encouraging the manufactured goods over digital advertising
to spread the merchandise to customer. The merchandise is
reestablishing over a internet site provided that references and
hair repair guidelines by re-launching its product of shampoo.
Aimed at this Pantene brand the usage Twitter intended for
the operative advertising of their goods (Mohammadhossein,
N and et.al., 2018).

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The usage of Electronic mail advertising offers the vouchers, manufactured merchandises,
material etc. to patrons. The Pantene usages endorsed internet site and public networks
such as Facebook, Instagram, Twitter, You Tube and Pinterest etc. the Pantene generates
the web log for encouraging announcement between customers, principles and
unrestricted by indorsing proceedings and competition. The Pinterest aims the large
spectators for provided that guidelines on connected loveliness and preparation consuming
81% females. Finished television and design announcement movements it encouraged its
product of shampoo. To provide the product to the customers in accordance to their choice
it takes the help of several shopping sites.

Promotional mix
Dove- The dove is a robust product by generating responsiveness of the creation in the
customer market, to encourage its produce it brands the usage of announcement and
operations for fashioning discernibility in the attention of the purchaser concerning the
product. Through small screen and reproduction mass media it stimulates it merchandise.
Through this here is a usage of broadsheet, periodicals and announcements. An infrequent
publicity strategy was accepted by Dove as a substitute of consuming superstar it acquired
the normal female for the invention to appearance amazing. Over twitter, Facebook and
You Tube it shaped enthusiast subsequent by consuming media presence on the social
platform.

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Pantene- It is a robust product of Procter & gamble familiarized in 1945. It is a
documented product in the marketplace pointing persons who are anxious around their
hair. It practices a destructive publicizing approach which comprises the announcement
instrument. Over television and print media it encourages it merchandise. Through this
here is a usage of broadsheet, fortnightlies and announcements wherever billboards and
pictures are dispatched. It too shaped the movements through numerous superstars in
direction to encourage the merchandise such as Kelly Le Brock, Priyanka Chopra and
Katrina kaif. The corporation castoff the social newspapers platform of Face book where
it has its particular website sheet that attaches the purchaser straight (Nixon, L., 2020).

Effectiveness and ranking the examples in order of
effectiveness and utilizing the social media measures
On the television the dove has fashioned 40 million impression. The brand on the
Instagram has 412K followers, 28 million followers on Facebook. On the social
platform of Facebook, Instagram, Twitter, You Tube etc. the brand generates
consciousness on social media. The product gets the dependable responses and
answers from the international clients. The 5% of total market share is consumed by
using 17,000 crore soap market. The approx. turnover of dove is 53.7 million and
approx. 567,478 gained likes and interest. The chosen media effectiveness is on
Facebook and advertisement on television (Rathod, A.Y and et.al., 2020).

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The Pantene generates consciousness by exploitation of social platform through
Facebook, Instagram, Twitter, You Tube etc. on social media. The brand receive the
feedback and response from the customers as targets to worldwide and engaged in
continuous track of product. The brand on Instagram has 614k followers, 658 million
followers on Facebook. For the product it has gained 127,0343 likes and interest with
the market share of 13%. The approx. turnover is 5.57 billion. The chosen
effectiveness of media is You Tube and face book which shows the high social media
presence.

Conclusion
From the conversation conclusion is been made that digital marketing includes the
intermediate of communiqué over social mass media, internet site, and electronic mail.
The part of digital marketing is significant portion in incorporation of digital marketing
unpaid to the social marketing which is cooperative for an association to influence on
the way to the supreme amount of customers in directive to boost their development
and success. The vendors use the digital marketing stage for endorsing their product by
essential the produce in such a means that upsurges reliability. The brand dove and
Pantene effectively uses the digital marketing for the promotion of product and create
awareness in the consumers.

References
Carvalho, L.C. and Isaías, P. eds., 2018. Handbook of Research on Entrepreneurship and Marketing for
Global Reach in the Digital Economy. IGI Global.
Chevtaeva, E. and Denizci-Guillet, B., 2021. Digital nomads’ lifestyles and coworkation. Journal of
Destination Marketing & Management, 21, p.100633.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
Jeslyn, J., 2020. Strategi Digital Marketing Melalui Akun Instagram (Doctoral dissertation, Universitas
Internasional Batam).
Mohammadhossein, N and et.al., 2018. Benefits of customer relationship management on customer
satisfaction: an empirical study. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 1532-1553). IGI Global.

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