Digital Marketing Report: Analysis of Unilever's Strategies

This report provides a comprehensive overview of Unilever's digital marketing strategies. It begins with an introduction to digital marketing and compares it with traditional marketing methods. The report analyzes key consumer trends that drive digital marketing growth, including artificial intelligence, programmatic advertising, chatbots, video marketing, and social messaging apps. It then explores the digital tools and hardware available to marketers, comparing bricks-and-mortar approaches with digital tools like social media, design tools, and email marketing. The report further examines developments in digital marketing platforms and e-commerce, highlighting the reasons behind e-commerce growth, such as segmentation and influencer marketing. A significant portion is dedicated to outlining a digital marketing plan and strategy to build multi-channel capabilities, referencing the SOASTAC framework. The report concludes with an evaluation of marketing techniques and performance metrics in digital marketing, suggesting actions to improve performance. The report includes references to various academic sources to support its analysis.

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Overview of digital marketing and comparison with offline marketing tools. .....................3
P2 Analysis of consumer trends and insights that become fuel for growth of digital marketing.
.....................................................................................................................................................4
Task 2...............................................................................................................................................5
P3 Digital tools and hardware that are available to marketers for bricks and mortar. ...............5
P4 Developments in digital marketing platform and e-commerce .............................................7
Task 3...............................................................................................................................................7
P5 Digital marketing plan and strategy that helps to build multi channel capabilities...............7
P6 evolution of Omni channel marketing...................................................................................9
Task 4...............................................................................................................................................9
P7 Evaluation of marketing techniques and performance metrics in digital marketing.............9
P8 Present a set of actions to improve performance in digital marketing.................................10
CONCLUSION .............................................................................................................................11
REFRENCES.................................................................................................................................12
Books and Journal.....................................................................................................................12

INTRODUCTION
The world is turning digital and so is required by businesses to update themselves and use
digital ways to market its goods and services. Digital marketing is a tool of marketing that is new
and has better impact on customers and digital platforms have more reach and they attract the
customers better than the traditional marketing. So it is a way of marketing that helps company
to promote its goods and services and leads to increase in sales of the organisation that is
profitable for the organisation (Kannan, 2017). The report is about Unilever and the use of
digital marketing 9in the consumer goods company. This British Dutch company haws kits
headquarters in London and deals in various products like products candy, cheese, food,
personal care, consumer healthcare products, toothpaste, etc. There is comparison between
traditional and digital marketing. The analysis of key consumer trends that are helping the digital
marketing to grow. There is discussion about growth of e-commerce in comparison from
physical platforms. To build market channel capacities, marketing -plan and strategies are
mentioned. Performance metrics and techniques that lead to development of the digital
marketing channels and how in the present scenario the digital marketing is improving the
performance of the organisation.
TASK 1
P1 Overview of digital marketing and comparison with offline marketing tools.
Digital Marketing is a tool of marketing that uses digital platforms to promote its goods
and services. It makes use of social media like Facebook, Twitter, Instagram, YouTube and also
uses content writing, E-mail marketing to attract more customers. The digital platforms are
contributing to growth in GDP. Unilever is adopting the digital ways as it regularly makes
research about the trends in market and use them to make the business successful. The benefits
of digital marketing are as follows:
 Unilever is able to increase the reach in market by promoting its product through digital
ways (De Pelsmacker, Van Tilburg, and Holthof, 2018). It is able to find new customers
and target them.
 Digital marketing campaign is cost efficient and more impactful then traditional ways of
marketing.

 It increases the brand name in the market as the company is using technological
advancement and working according to current trends in the market. Also by using digital
platforms they are able to serve customers better.
Digital marketing is helping Unilever to increase more customers and that is helping them to
grow. They were using many methods to promote its products earlier but by switching to digital
platforms they are able to cover more customers and attract them. This is helpful as well as
beneficial for the organisation as people nowadays are more present on social media and the
digital promotions impact them more then the traditional once, to explain further a comparison
between traditional method and digital ways of promotion is mentioned below:
Online marketing Offline marketing
 Online marketing does not require any
capital investment nor it requires any
infrastructure to promote the goods and
services (Saura, Palos-Sánchez and
Cerdá Suárez, 2017).
 The work can be done 24*7 that
provides flexibility and ease in
promotion and is accessible all the time
and has bigger reach.
 The results are faster when digital
platforms are used.
 It requires setup and a place from
where they can market their goods and
services and it needs capital
investment.
 It can only reach a particular group of
customers and the reach in offline
marketing is narrow as compared to
online marketing.
 Offline marketing requires a lot of
money as well as time.
P2 Analysis of consumer trends and insights that become fuel for growth of digital marketing.
As the consumers demand are rapidly changing and their is need by the organisations to
make research and analyse the trends in the market. Advertising in TV is a famous tool that is
used by Unilever that contributes to persuade the customers but with the use of digital
technology company is able to attract the customers better (Ištvanić, Crnjac Milić, and Krpić,
2017). In this dynamic environment it is useful of understand the trend of the market and then
carter the needs and wants of customers as that will lead to success of the organisation.

The trend and insights that are helpful for the organisation and are fuelling the growth of
digital marketing. The key trend that helps the organisation to grow are as follows:
Artificial intelligence: The use artificial intelligence has made the working of
organisations easy, the use of updated technology has build the positive image of
companies. In relation to Unilever it has adopted artificial intelligence that has simplified
their work and improved accuracy of information (Goldfarb and Tucker, 2019).
Programmatic advertising: This is creating a huge impact on digital marketing and has
contributed to US$25.48 in last year. Unilever has global presence and will be benefited
by use of Programmatic advertising.
Chatbot: This method enables a computerised system that helps the organisation to solve
the customer query. It resolves the problem on time. Unilever being a multinational
organisation has a huge customers base and to solve their problems on time that will
build a positive image in minds of customers and make them satisfied.
Video marketing: One of the most impactful way to attract customers (Kotane, Znotina,
and Hushko, 2019). Under this marketers make videos and present them that impacts the
customers and make them aware about the goods and services they deal in.
Social messaging app: The increase in presence of people on social media improves the
role of digital marketing. People use Instagram, Facebook and that is raising the growth
of digital marketing. These messaging apps increase the presence of people on social
platforms and helps the company to attract more customers and gain loyal customer base
by raising their awareness about the product.
Comparison of bricks and mortar tools with digital tools
This is a technology that is used by companies total the payments and helps the
organisations to grow, it helps to improve the customer experience in the company. Unilever
makes use of QR code to take payments and it increases the ease of customers. But is
comparison to digital tools it is cost efficient method used by Unilever.
Task 2
P3 Digital tools and hardware that are available to marketers for bricks and mortar.
It is a tool used by companies that sells goods and services through face to face
interaction. It is a traditional method that is used by companies from so long and is an effective

way of communication (Oktaviani, and Rustandi, 2018). Unilever is using bricks and mortar
from last 120 years and is most efficient method to convenience customers. The environment is
dynamic and it is important to make impact on customers so they increase the sales and increase
the profitability of the organisation. With the development of digital way of marketing the
companies are able to focus more on other parts of business. Now mkarketin g has become easier
and the companies are able to influence the customers easily and more effectively. Unilever has
also got benefit of digital marketing and able to increase its sales. Unilever has adopted the
market trends and is using digital platforms to run the business effectively. The digital marketing
tools that are used by Unilever are mentioned below:
Social media platform: The increase in presence of customers on social media platforms
increases the demand of organisation to promote the goods and services through social media
like Facebook, Twitter etc. These are the common ways that are used by the organisation to
influence more customers. The pros and cons of this method are mentioned below:
Advantages- The large companies have global presence and to influence huge population social
media marketing (Leite and Azevedo 2017). This platform has a big reach and helps to increase
the sales of the organisation. In context of Unilever it has increase the impact of marketing in
converting the customers and gaining lead in the market.
Disadvantage- This is treated as a unprofessional way by customers. They don't feel that
impacted by the social media platforms and that create problems.
Design tools: Before launching the goods and services in the market and for that it is important
to make appropriate design and that helps the organisation to attract more customers and they
like the product. The better 5the designing of the product the more is the sales of the
organisation. Unilever uses regular innovation and uses that in respect of the goods and services
they deal in (Diez-Martin, Blanco-Gonzalez, and Prado-Roman, 2019).
Advantage- By using design tool Unilever is able to make better goods and services that
fulfilling the needs and wants of customers and creating a positive and good image of company
in the mind of its customers.
Disadvantage- It is difficult to implement the decided design that is creating problem for
Unilever.
Email marketing: This method of marketing focuses on the potential customers. They are
mailed about the offers and discounts that are availably in the company and that can attract them.

In context of Unilever' the company can use this method to attract more customers and treat them
personally. This helps the customers to get attracted towards the company and make visits to
gain the offer.
Advantage- the potential customers get impacted by this method and it helps to improve the
profitability of the company.
Disadvantage- Some people do not give importance to email and this method is not useful to
attract that type of customers. This is a negative thing for the company.
P4 Developments in digital marketing platform and e-commerce
To stay in this competitive environment it is important to understand the needs and wants
of customers and then serve them accordingly. The market is dynamic and the business needs to
adopt new things to compete. The marketing campaign that is made should be altered and needs
to be developed from time to time (Kemp Randon McDougal, and Syrdal, 2019). The use of
internet and online mode has made4 it easier for organisations to increase the sales of the
product. The reasons for development of e-commerce are mentioned below:
Segmentation: It is important to segment the population to serve them better and digital
marketing has made it is easier to segment the goods and services and has lead to increase in
productivity of Unilever.
Influencer marketing: Digital marketing increases the sales and production in the organisation.
Unilever uses this as it helps to attract more customers and by influencing them electronically.
These are some of the ways that have developed digital marketing and helping Unilever
to grow and saves the time and cost in marketing by increasing its reach towards the customers.
Task 3
P5 Digital marketing plan and strategy that helps to build multi channel capabilities.
It is important to set a digital marketing plan to achieve the goals and objectives set by
the organisation. Planning is important and making effective strategies that can help organisation
to function smoothly (Rohm, Stefl, and Saint Clair, 2019). Multi-channel marketing plan
requires a lot of time and cost and it combines both advantages and disadvantages of offline as
well as online methods. That is why it is important to develop digital marketing plan to
effectively make multi-channel capabilities in the organisation.
SOASTAC framework-

Situation analysis- Unilever should make analysis of the current situations and then use
the technology to serve the customers according to their needs and wants.
Objectives- No plan can be made without objectives, so it is cimportant make objectives
in the digital marketing plan that are achievable.
Strategy- Unilever is using multi-channel strategy to attract more customers and perform
a digital marketing plan. The better the strategy more are the cahnces of achieving
success by the organisation.
Tactics- It mentions the details that are used by enterprise to make the plan. All the
information is mentioned in this part.
Act- This is the final act that is done by organisations where Unilever gives discounts to
customers and make them loyal by providing them quality service (Atshaya, and Rungta,
2016).
As per the current strategy Unilever is planning to raise the sales by 25% by effectively
using the online platform more effectively.
Aspects Task 1 Task 2 Status Date and time
reporting
Planning
department
Team members are
12; task is under
marketing manager.
Team members are
8 who are
responsible for
upcoming result.
On time 10/11/2020
5pm
Project manager
head
Business KPI's Turnover rate of
employees
Satisfaction of
employees
In process 20/11/2020
8 pm
COO
Marketing strategy Pull and push
strategy
Push strategy In process 29/11/2020
5 pm
Manager
Problems/solution Taste and
preferences of
customers
Members
disagreement or
conflict
Solved 2/12/2020
4 Pm
Team leader
Deadline Within time Within time In status CFO
SMART objectives:
Specific- The objectives made by Unilever should be specific and clear that can be understood
by the customers.
Measurable- These objectives should be measurable and should be in quantitative terms so that
any deviation can be measured.

Achievable- The objectives that are set should be achievable and need to be achieved on time. It
is important to achieve the set objectives.
Realistic- The organisations should make real objectives and that are possible to achieve and
others can rely on them.
Time bound- The set objectives should be based on time. It is important achieve hem on time
for success of the organisation (Watrobski, Jankowski, and Ziemba, 2016).
Measuring the set plans is important for every organisation and leads to successful
implementation of the plan. The plan can be measured with the help of KPI's mentioned below:
On site- The rate on conversion should be increased by 75% to encourage the online business.
Off site- The employees should be skilled and trained as it helps to achieve the objectives on
time.
Importance of KPI's
 The KPI's help to increase the sales of Unilever
 By using KPI's it is easy to organic traffic in the environment.
P6 evolution of Omni channel marketing.
The use of multi-channel marketing is famous from past years but now the needs and
wants of customers ar5e changing and this strategy is unable to satisfy them. Then comers the
need and evolution of Omni channel marketing that focuses on customers and understand them
from 360 degree view. By this channel organisation are unable top understand the customers
better and serve them by giving them goods and services according to their preference. Unilever
is operating from last 120 years and had understood the market and changed from multi channel
to Multi channel approach. This has benefited the organisation and increased the profitability of
the company. Unilever has understood the environment and has made regular changes to satisfy
the customers and established the image in the market.
Task 4
P7 Evaluation of marketing techniques and performance metrics in digital marketing.
There are various techniques that can be used by the organisations and one among them
is sensory digital marketing concept, which is explained below:
Total site visit- It tells the number of people that have visited the site of the company and it tells
Unilever about the real number and helps the organisation. This helps the Unilever to make

better strategies and come to know that are the made strategies working or not. The company
comes to know about the true picture.
Advantage: It tells the total number of customers that have visited so helps to make efficient
strategies.
Disadvantage: It requires technological knowledge and a good understanding of digital
marketing that is not available normally.
Traffic source for channels- Unilever knows that there is huge traffic but they use segmewnt
the traffic source of company.
Advantage- It helps to generate remove all unnecessary data and clear all the conflicts.
Disadvantage: There is requirement of a good market research and it consumes more time as
compared to other methods.
P8 Present a set of actions to improve performance in digital marketing.
Digital marketing is important for every organisation. Unilever needs to use the digital
marketing methods effectively to achieve the success of the organisation. So following set of
codes that are essential for an organisation and that are mentioned below:
Analysis of past activity: To improve the performance of the company the3 organisation should
focus on the past performance and then analyse the problems that are faced by the organisation
and then take measures to improve the current performance (Bartosik-Purgat, 2019) .
Exploring current trends: It is important to understand the current trends in the market to make
the strategies accordingly. The upcoming challenges should be leaded easily if the person has
knowledge about the trends in the market.
Focusing on content creation- To be effective in digital marketing, it is very vital for an
organisation to show good content to the4 customers. By focusing on content more customers
can be attracted towards the organisation and new customers are also attracted towards the
company. Unilever should focus on the content top persuade more customers towards the
organisation (Kumar and Singh, 2020).
Define realistic goals- The goals that5 are set should be realistic and these goals should include
digital marketing in them, that helps the organisation to growth and gain more customers while
achieving the goals and objectives on time.
So, the companies should focus on all these tools as they help organisation to be
successful.

CONCLUSION
From the above file it can be concluded that to make presence in this dynamic market it is
important to make digital presence and to have presence on social media. This helps the
company to achieve its goals and objectives while attracting more customers towards the
organisation. There is marketing plan that is designed and SMART objectives are set to achieve
the goals. The importance of digital marketing is also mentioned. Performance metrics and its
importance to measure the performance is discussed. The evolution of Omni-channel marketing
along with its need is discussed. Unilever being a global organisation has shifted its approach
from traditional to online mode and its benefits are discussed in the report.

REFRENCES
Books and Journal
Kannan, P. K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), p.76.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Ištvanić, M., Crnjac Milić, D. and Krpić, Z., 2017. Digital marketing in the business
environment. International journal of electrical and computer engineering
systems, 8(2.), pp.67-75.
Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the application of digital
marketing. Scientific Journal of Polonia University, 33(2), pp.28-35.
Oktaviani, F. and Rustandi, D., 2018. Implementasi Digital Marketing dalam Membangun Brand
Awareness. PRofesi Humas, 3(1), pp.1-20.
Leite, R. A. and Azevedo, A., 2017. The Role of Digital Marketing: A perspective from Porto
Hotels’ Managers. International Journal of Marketing, Communication and New Media,
(2).
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research challenges in
digital marketing: sustainability. Sustainability, 11(10), p.2839.
Kemp, A., Randon McDougal, E. and Syrdal, H., 2019. The matchmaking activity: An
experiential learning exercise on influencer marketing for the digital marketing
classroom. Journal of Marketing Education, 41(2), pp.141-153.
Rohm, A. J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum overhaul:
Developing a digital-first approach. Journal of Marketing Education, 41(1), pp.47-59.
Atshaya, S. and Rungta, S., 2016. Digital Marketing vs. Internet Marketing: A Detailed
Study. International Journal of Novel Research in Marketing Management and
Economics, 3(1), pp.29-33.
Watrobski, J., Jankowski, J. and Ziemba, P., 2016. Multistage performance modelling in digital
marketing management. Economics & Sociology, 9(2), p.101.
Bartosik-Purgat, M., 2019. Digital Marketing Communication from the Perspective of Individual
Consumers: A Cross-Country Comparison. Entrepreneurial Business and Economics
Review, 7(3), pp.205-220.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and techniques
for developing brand equity with connected consumers. In Handbook of research on
innovations in technology and marketing for the connected consumer (pp. 336-355). IGI
Global.