Digital Marketing Report: Unilever's Strategies and Analysis

This report provides a comprehensive analysis of Unilever's digital marketing strategies. It begins with an overview of the digital marketing landscape, comparing online and offline marketing approaches, and examining key consumer trends. The report then delves into the digital tools and hardware used by Unilever, such as MailChimp, HubSpot, Trello, and Hootsuite, and explores their application in e-commerce and digital marketing channels. It also details a digital marketing plan and evaluates the evolution of omnichannel marketing. Furthermore, the report assesses measurement techniques and performance metrics in digital marketing, offering recommendations to improve Unilever's digital presence and effectiveness. The report concludes with a summary of findings and references.

Digital Marketing
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TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Activity First....................................................................................................................................3
Overview over digital marketing landscape................................................................................3
Key consumer trend and insights.................................................................................................6
Activity 2.........................................................................................................................................8
Digital tools and hardware for marketing....................................................................................8
Digital marketing and e commerce channels.............................................................................11
Activity 3.......................................................................................................................................12
Digital marketing plan...............................................................................................................12
Evaluation of Omni channel marketing has evolved.................................................................13
Activity 4.......................................................................................................................................15
Evaluation of measurements techniques and performance metrics in digital marketing..........15
Set of action that can be used to improve performance in digital marketing............................16
CONCLUSION..............................................................................................................................17
REFERENCE................................................................................................................................18
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INTRODUCTION
Marketing is defined as promoting company’s products and services in front of the target
customers. Digital marketing is more about utilising the digital tools to support the company’s
marketing campaigns. This report is based on the case study of Unilever Company in respect to
its digital marketing campaigns and strategies. Company was founded in the year 1929 by the
founders William Lever, Leverhulme, James Darcy Lever, Samuel van den Bergh, George
Schicht and Singrose. Headquarter of the Unilever Company is located in London, England,
United Kingdom. The organisation deals in consumer goods all across the globe. Company’s
product portfolio comprises with beauty and personal care, food and refreshments and cleaning
products. Company is a public limited company. This report will project different aspects about
company’s digital marketing presence. Henceforth, reports will emphasis on overview about the
digital marketing landscape. This report will also compare the online and offline marketing
modes. Key consumer trends and insights that contributes in the growth of digital marketing.
Assessment over different digital marketing tools will also project in this report. Precise
guidelines to develop the e-commerce and digital marketing platform and channel as compare to
physical channels will also summarise in this report. Precise digital marketing plan will also
discuss in this report. Furthermore, report will also project how Omni channel digital marketing
has grown over the period of time. Evaluation about the measurement techniques and
performance metrics in digital marketing will also analyse in this report. Recommendations are
also a part of the report to improve the company’s digital presence.
Activity First
Overview over digital marketing landscape
Digital marketing is defined channelizing digital channels to conduct the marketing
campaigns of company. Technology has been proved as the transformation in the entire business
environment. Emergence of the information technology has also guided a huge opportunities of
promoting company’s products over internet. Digital marketing platforms have not just
supported companies in sustaining its existing customer base rather it enabled companies to
attract new customers in the existing dealing market (Ritz, Wolf and McQuitty, 2019). Due to the
empowerment of digital marketing in gaining new customers this can be projected as among the
most aggressive marketing tool company utilise. Over the period of time different digital
marketing tools like Facebook, Instagram, LinkedIn, Twitter and many other platforms has
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emerged to support the digital presence of the company. As per the recent report it is projected
that 57% of the new customers companies are getting are with the support of blogs over internet.
62% company’s new customers are attracted through LinkedIn account of company. Facebook
allowed companies to attract 52% of the new customer base and 44% of the new customers are
dragged due to digital marketing over Twitter.
(Raghuraman, 2017)
As per the recent study marketing over digital mediums consist up the possibilities of
growth expectancy of more than 2.8 times as compare to other offline marketing channels. As
the digital platforms are able to getting engage with new potential customers for different
products and services of company entire corporate sector has been fond of digital marketing and
started investing the resources and time over digital presence of company.
Opportunity of digital marketing landscape
Digital marketing has becomes one of the most dominating source to promote company’s
products and services in front of the potential customers. Digital marketing carry a huge potential
to improve the growth potentials of company. Unilever Company gives huge priorities to its
digital marketing campaigns that have supported company in gaining an effective sales hike
every year. Over the period of time digital platforms has gained immense popularity that has
allowed companies to channelize its marketing campaigns over such networks (Spiller and
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Tuten, 2019). Every year number of users over different digital platforms like Facebook,
Instagram, Twitter and other digital platforms are increasing rapidly. Much young start up
launched over digital mediums has also gained immense success. For example in recent years
Uber has launched. Today the company is giving a ride to almost 5.5 million peoples every day.
This can be projected as the biggest example of influence digital channels has created in the
society and the entire business environment. The biggest opportunity digital marketing has
provided that Unilever Company has been able to sustain its existing customer base along with it
allowed company to attract the new customers in the same market.
Challenges of digital marketing
Digital marketing has also served challenges to companies. Data protection has been a
huge challenge company is associated with in context to the digital marketing. It has also
improved the market competition. Many new start ups has launched recently that are entertaining
an effective growth. Such start up needed minimum cost as they operate via digital platform
only. This has served immense competition for companies like Unilever. Due to lesser
investment these start ups could afford better cost to meet the consumer needs which has also
changed the dimensions of market.
Comparison between online and offline marketing
Basis of comparison Online marketing Offline marketing
Meaning Online marketing is about to
channelizes the marketing
campaigns over different
online mediums (Thomas and
Housden, 2017).
Offline marketing is about to
channelize the marketing
campaigns over various
offline platforms.
Platforms Different marketing
platforms like Facebook,
Instagram, Twitter and other
key platforms are used in
case of online marketing or
digital marketing.
In case of offline marketing
platforms like radio,
television, holdings and other
key platforms are used.
Marketing cost Marketing cost in case of
online marketing is minimum
These marketing techniques
seek effective marketing
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in nature. cost.
Key consumer trend and insights
Consumer trends are denoted as the consumer’s requirements in respect to channelizing
marketing campaigns. Unilever Company has been always keen towards giving customers of
company a priority in operating business functions. Key consumer trends in context to the
marketing campaigns can be projected in the following points.
Changing communication channels
Over the period of time communication channels has changed. Customers become more
active over different social media applications like Facebook, Instagram, Twitter and other social
media networks than in compare to different offline modes like radio, television and other
mediums. Internet has become a essential part of the purchasing decision making of customers.
While going for shopping customers check out internet first to explore different fashion, trends
and options available in the market.
Lifecycle marketing
This is projected as the key changes associated with customers in market. Marketing team
of Unilever Company is much aware about the importance of lifecycle marketing in context to
the business (Graham and et.al., 2019). This involves projecting the lifecycle of the potential
customers in formation of the marketing campaigns. This makes the marketing campaigns more
engaging and authentic for customers. This has also resulted into increased brand awareness,
brand loyalty and other key changes it has offered. The impact of lifecycle marketing can be
projected in the following chart.
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(Zerr, Albert and Forster, 2017)
Conversational marketing
Today the customer’s needs in respect to marketing have become more conversational in
nature. Customers are keener towards relatable content over marketing campaigns launches by
company. Conversational marketing is more like projecting the significances of the products and
services of company is trying to sale. Digital marketing has changed the entire structure of
marketing (Hofacker, 2018). All companies including Unilever have switched towards
conversational marketing for its products. This need has emerged as the customers of company
do not have much time to select the product. This is a time saving mode of marketing. It has also
improved the growth potential of company in market.
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(Çınar and Weiss, 2019)
Insight driven marketing
Insight driven is the new need of customers in market. This involves giving proper
insight over the product in the marketing campaigns. Earlier the marketing was more keen
towards projecting the basic details about the products. Now the market becomes volatile which
requires giving more insight about the products in the marketing campaigns of company.
The above mentioned points are the key needs of customers due to changing trends in
marketing campaigns of company.
Activity 2
Digital tools and hardware for marketing
Unilever Company give huge priorities to the digital marketing in order to promote
company’s products and services in the market. Digital marketing supports company in gaining
competitive advantages in the market. Tools marketing team of Unilever Company channelizes
can be projected in the following points.
MailChimp
(Cr
itchlow and et.al., 2016)
MailChaimp is a key digital marketing tool channelizes by the Unilever Company. In
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simple term this tool is denoted as email marketing technology. This strategic tool allows
company to approach customer via emails. Unilever Company gives attractive offers to
customers of company via emails. Almost all mobile phone users carry emails weather they are
active over any social media platform or not. This tool allows company to attract all the mobile
phone users all across the globe. Email marketing can be associated as the primary concepts of
digital marketing. This tool supported Unilever Company in improving potentials of the business
outcomes of company. This tool is a part of the marketing activities of company from the initial
time of launching internet all across the globe.
HubSpot
(D
urai and King, 2019)
Hubsport is also a key digital marketing tool channelizes by companies. This tool
involves practices like blogging, SEO, Social media, Website, Lead management, Landing
pages, Calls to action, Marketing Automation, Email and Analytics. All such tools are an integral
part of the marketing campaigns of Unilever Company. This is an influence tactics used to
promote company’s products in target market. This tool supports Unilever Company to
channelize all advanced technologies and latest tools drives marketing campaigns of company.
With the support of all such tools cover under Hubspot Company could effective cope up
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engagement with all young buyers of the Unilever Company (Langan, Cowley and Nguyen,
2019). All these tools have supported company in rising sales of company along with improving
the public relations of company. Customer relationship management is an important part of
company’s operation functions. These tools supported company in achieving all its targets on the
basis of the potentials of the organisation. Unilever is among the top brands part of the business
environment which also allowed company to invest effective resources for technological
advancement in company. Advanced technology of company played a key role behind the
success of the Hubspot digital marketing tool.
Trello
Trello is a digital marketing that allows companies to manage the projects and stay over
the same page as the team’s practices digital marketing in company. This is the tool that supports
content marketing. In recent few years content marketing has become one of the major trends
parts of the digital marketing (Breda, Jewell and Sedlakova, 2018). Customers become more
aware about the market so it is important for the companies like Unilever to project content about
the products they offers. Trello supported Unilever Company in projecting the best content that
best fit to the products of Unilever. This tool allows marketing team to share all insights in
respect to the digital marketing of company at single place. This reduces confusions in running
marketing campaigns of company. This tool has made the management of marketing campaigns
of Unilever Company becomes mere easy and accessible.
Hoot suite
Hoot suite is another social media marketing tool company use to promote its products.
This tool allows Unilever Company to interact conveniently with the customers of company.
Marketing team get to respond all issues and queries of customers in respect to products of
Unilever. This made the customer interaction very easy and convenient for the company.
Google analytics
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(1Guilbeault, 2018)
Unilever Company also channelizes the google analytics for its digital marketing
campaigns. This tool allows company to get aware in respect to the efficiencies of the company’s
digital marketing campaigns. This is an effective tool that allows company to get proper insight
about the impacts of company’s digital marketing campaigns. It also allows company to make
necessary changes to get more profitable outcomes of the marketing campaigns of company.
Digital marketing and e commerce channels
Over the period of time digital marketing has witnessed the major transformation in the
business outcomes of the Unilever Company. Following digital marketing and e-commerce
channels has been a part of company’s strategies.
Facebook: Facebook is the primary digital marketing channel Unilever Company entertains.
Facebook played the major role in improving the digital marketing presence of companies. This
is among the primary digital marketing channels that allow Unilever Company to promote its
brand value and customer loyalty.
Instagram: Instagram is another key marketing channel Unlevel Company implements as a part
of its digital marketing strategies. This tool allows company to reach majority of young
customers that are active over the social media.
Twitter: Twitter is among one of the primary channels used to promote companies over social
media. Twitter has received billions of customers regularly active over the channel. This tool
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allows company to promote its products in front of all potential customers of company.
Search engine optimisation: Search engine optimisation is also a key marketing channel used to
promote company’s products. This tool allows company to improve the brand value and
customer loyalty. In this channel company try to attract the customer decision making process at
the initial level when customers try to search the summarise information about products they are
looking for. This tool has also improved the sales potential of the Unilever Company.
The above mentioned channels are among the key channels associated with company’s
marketing tactics.
Activity 3
Digital marketing plan
Aim
 To improve the sales of company by 20%.
Objectives
Specific: Company’s objectives behind the marketing plan are to improve the trust in
customers in respect to the products of Unilever Company. The objectives of company are
specific and clear.
Measurable: The outcome of the marketing plan is measurable in statistic form. Company
aims to entertain the sales hike of 20% that can be measured.
Achievable: The objectives of the company to raise the sales by 20% are achievable in
nature. Company is trying to enhance the brand value that is also achievable in nature with
the support of this marketing plan.
Realistic: To achieve the sales hike of 20% is realistic in nature. Unilever Company has
entertained this sales growth earlier also and with the support of this marketing plan company
can achieve the sales hike again.
Time based: The objective of the company to achieve the sales hike by 20% is time based.
Company wants to achieve this objective at the end of this financial year.
Actionable Digital marketing strategies
Unilever Company will drive its marketing campaigns with the support of following
strategies.
Facebook marketing: Company will channelize its promotional videos over Facebook.
Company try to utilise the billions of customers active over Facebook (da Fonseca and
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