Digital Marketing: Strategies, Trends and Analysis for Unilever

This report provides a comprehensive analysis of digital marketing strategies, focusing on the case of Unilever, a multinational British company. The report begins with an introduction to digital marketing and its importance, followed by a comparison of online and offline marketing concepts. It delves into consumer trends driving digital marketing growth, including mobile-first marketing and content commitment. The report then evaluates digital tools and hardware in contrast to traditional 'bricks and mortar' businesses. It further analyzes the development of digital marketing compared to other channels, such as B2B and B2C e-commerce. The core of the report outlines digital marketing strategies, including goal setting, content creation, and social media marketing. The report also covers the evaluation of omnichannel marketing and analyzes performance metrics and techniques used in digital marketing, concluding with actions to improve performance. The report highlights the importance of digital presence, consumer behavior, and strategic implementation for success in the modern marketing landscape.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Present outlook of Digital marketing and comparison of online and offline marketing.......1
P2. Determining the consumer trends that help in the growth of Digital Marketing...................2
TASK 2...........................................................................................................................................3
P3. Tools and hardware available in market in contrast of 'bricks and mortar'...........................3
P4. Analysing the development of Digital marketing in comparison to other channels..............4
TASK3.............................................................................................................................................5
P5. Development of digital marketing strategies.........................................................................5
P6. Evaluation of Omni channels marketing...............................................................................6
TASK 4............................................................................................................................................7
P7. Analysing techniques and performance metrics in digital marketing...................................7
P8. Actions to improve the performance in digital marketing.....................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing is recent tool that become important part of today's marketing and
consist of different form where it can be access like website, social media, search engine and
mobile apps (Buchanan and et.al., 2018). Consumers are highly rely on digital means to search
any product or services. It's become very important for every company to be online platform and
increase its presence their. In this report the company is Unilever is mutational British company
who largest producer of soap and deals in many food and healthcare items. In this report present
overview of digital marketing and comparisons of online and offline concept and analysis the
consumer needs that helpful in growth of digital marketing and evaluate key digital tools and
hardware and development of e-commerce and digital channels in comparisons of physical
channels is also being studied. Apart from that developing digital marketing strategies and omni
channel evovled and other technique and performance matrices, various ways to improve
performance in digital marketing is also discussed.
TASK 1
P1. Present outlook of Digital marketing and comparison of online and offline marketing
Digital marketing is become important tool by every organisation whether it is big or
small everyone is accessing the benefit of digital marketing. Many firms were specially
introduced new opportunities and other specialised department of digital marketing , so that they
can able to make best use out of it. The evolution of digital marketing is start few years back and
now it reaches its new height in present scenery and it will be continue to grow more longer in
coming years.
Online Marketing concept- It is new concept in the world of marketing and it is giving
more opportunities and growth to company in order to reach out to more potential costumer and
it is to spread awareness about good and services through online marketing such as social media,
email, search engine optimization, display and google AdWords and many more were coming in
this platform (Chaffey and Smith, 2017). Unilever has started using this concept in its
organisation and using online platform to sell out increase their online presence in comparison to
other companies. They were now using this platform effectively and using many strategies and
tactics in order to maintain their efficiency.
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Offline Marketing concept- This concept has been using for so long, and even now its
been using but with less efforts and focus, as many were now using current platform to advertise
their products. Earlier they were using T.V, Radio, Newspaper and magazines to advertise their
goods and services. Unilever is also using these method and target their costumer and maintain
its global presence and brand value though many years and still it sustain with its position.
Comparison of online and offline concept- Online concept is widely using by many
companies and become essential for every firm to use this platform to succeed and sustain in
competitive market and keep the people engage in their product and services (Chaffey, 2019).
There are many ways through which company can use online platform and increase its presence
in market. Whereas, Offline marketing concept is being used for many years and it still exist and
use by certain companies but through different modifications and techniques. These required lots
of money, efforts and time which can be done by large organisation and small one are unable to
compete them.
P2. Determining the consumer trends that help in the growth of Digital Marketing
As costumer were largely depends on it and present online platform and spend most of
the time through various ways such as social media, search engine and many website. So,
through their major presence over there companies has decided to increase their online
importance and implemented many plan and strategies to enhance their performance and took the
advantages of it. There are many trends that came and build the future of digital marketing and
maintain its existence for long period of time. Costumer were trending maker and company is
trend taker, its always all about consumer who decides and responsible for many changes around
the world of marketing. There are certain consumer key trends that boost the growth of Digital
marketing some of the following are-
 Mobile- first Marketing- Around the globe there are almost 3.7 billion active mobile
user worldwide, and past years if talk about mobile user grew by 218 millions and
declining the user of tablet, desktop by 3 percent and 13 percent (Chester and
Montgomery, 2017). This figures shows rapid increase in the number of mobile user and
in that most of them were access internet services. So due to this it enhances their
presence and dependency which makes the companies to target them and grab their
attention through various means and promoting their products over there. So, this trend is
also responsible for growth of digital marketing and as many costumer want mobile first
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experiences. In the company Unilever, this trend helps in identify their needs and
requirement due to most searched products and most selling goods and services in
following website. Some costumer were giving feedback about the product they use.
 Commitment to contents- As costumer were like to watch and hear some relevant and
good contents that are logical and useful for them. This increase due to awareness among
them that what is good or bad content for them (Confos and Davis, 2016). Even google is
also showing fruitful and knowledgeable content on its website and use certain algorithm
to rate them. Unilever is try to provide good and relevant content on its website and use
smart marketing techniques to attract large number of targeted costumer.
TASK 2
P3. Tools and hardware available in market in contrast of 'bricks and mortar'
Brick-and-mortar: It is a street side business and offer the services face to face to the
customers in the office or store that business can owns. Local shops are the examples of Brick-
and-mortar and the do not compete with the online stores like Amazon.com Inc. because of low
operating cost.
Tools and hardware available in contrast to Brick-and-mortar:
 Euclid analytics: This tool is like a google analytics for the Brick-and-mortar stores. It
helps in collecting various data like in-store information, behavioural preference, most
visited location of the customers so that the target audience can be determined and will
easy to take the decision .
 Simbe robotics: This is a robotic tool produced by the Simbe Robotics and a good option
for the retailers who want daily tasks such as auditing, out of stocks item and average
calculation of products can be done (De Pelsmacker, Van Tilburg and Holthof, 2018).
This tool can be used by the bricks-and-hardware so that time can be save and product
calculation can be done easily.
 Blue yonder: It is a platform in which data is predicted on a daily basis for the accurate
results. This tool was developed in Germany and can be used also by bricks and mortars
to learn the visitors tracking and the management of the store, so that the information can
be gained how many times visitors visited the stores.
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 Wave accounting: It is tools used by the person who is non-accountant and want to
calculate all the accounts and the data related to the income and the expenses of the
company . This tool can be used by the Bricks and mortars for their calculation on the
regular basis.
Physical channels
 Direct selling: It is a process in which the seller sells the product directly to the
customer. Now a days direct selling can be done through internet also (Dwivedi and
et.al., 2020). It means presenting and selling the product directly at their home places or
at their job positions. Multi level marketing can be used by the direct selling like the
Unilever company can directly sell the goods to its customers and get the feedback
directly from them.
 Selling through intermediaries: It is an indirect channel through which the product are
sell to the customers. They have intermediaries between them to sell the product overseas
also. Unilever have various indirect channels and by retailers the products are sell to the
customers overseas also.
P4. Analysing the development of Digital marketing in comparison to other channels
Digital marketing and e commerce has increasing their demand from recent years and it
will continue to go longer and will maintain its popularity in market. E-commerce is transaction
over internet of buying and selling of goods and services, this is new platform that come in the
marketing world and become popular (Girchenko and Kossmann, 2017). Digital marketing is
quite different from e- commerce as it means using online platform to attract targeted costumer.
There are e-commerce platform which are better than physical channels-
 Business to business (B2B)- In this model two business parties are involved and
provides product and services to one another. Some platform are there who are providing
such facilities to remote business to do transactions. This platform is not available in
physical mode, as how this could be possible for enterprises do their transactions when
they located far away from each other like for Unilever company they can easily
communicate through this way.
 Business to consumer (B2C)- This model consist of transaction between business to
individual and it most commonly used by big and small organisation. Many companies
were used this method to promote their business profit. Where they build online shopping
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platform and costumer are able to make purchase from it across the world (Hanlon,
2019). This benefit is not been possible in physical mode as there are no such alternatives
options for costumer in this mode. In Unilever might also use this to grab larger
audiences and it will enhance their performance and growth in business.
Digital platform which are better than physical mode in certain way-
 Social media Marketing- As due to increasing in the engagement of costumer on
internet and other related platform which are developed with a view to connect people
with each other such as Facebook, Instagram, Snapchat, Twitter and many more. Like
Unilever can use this platform according to their targeted costumer and formulate
strategies to grab their attentions (Herhausen and et.al., 2020). This is not possible in
physical channel to grab such big audiences and for that they need lot of money and time
to invest in their marketing strategies.
TASK3
P5. Development of digital marketing strategies
Determining the right tools for their online tactics and strategies, it is important to to
create and develop proper plan and its successful execution. This is done by marketers who are
planning favourite tools and software so that their planning goes well. Following is the steps to
develop marketing strategies are-
STEP 1- It refers to collecting the useful qualitative and quantitative information about targeted
costumer that include age, occupation, interest and locations. After that making effective
marketing strategies according to the collected data.
STEP 2- Identify the goals and tools for organisation and according to that formulate it in order
to properly analyse the what is wrong with goals, how much need to be achieved and how to
should be implemented.
STEP 3- To create high quality content company is need to build appropriate blog related to
their services and products (Kannan, 2017). Like, Unilever, can form the blog on its site and
providing informative knowledge and give idea to its targeted costumer about that product and
services.
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STEP 4- Evaluation of current marketing channel through which they can promote their
products and reach out to more potential costumer. Like in Unilever they can evaluate certain
online platforms and channels through which they promote their goods.
STEP 5- Giving best mobile experience will help the consumer to attract more and they will
optimising the page speed and design will help the costumer to give good experiences. Unilever,
can build the proper site to enhance the performance of company.
STEP 6- Using right technology is essential for every costumer to use as they important to use
them effectively and maintaining good relationship with costumer and give better experience to
them (Key, 2017). Unilever can use right and appropriate tool and software to increase the
optimum traffic of costumer on site and analyse which will be more useful and beneficial for
company.
STEP 7- After choosing the this right to implement the whole plan and procedures, organisation
must evaluate and track the process through constant monitoring and assigning the proper teams
to deliver that task to ensure accomplishment of desired task. Unilever must at last evaluate the
whole digital marketing process and check where the improve their performance and increase
more costumer base and look for more opportunities to grow more.
P6. Evaluation of Omni channels marketing
Omni channel marketing concern that modern customer is does not attach with single
channel for interaction with brand. It refers to align with various marketing channels to promote
their business and seamless and consistent with delivering content experiences to gain costumer
attention. They are focusing on providing high quality experience to costumer on different
marketing avenues.
History of omni-channel marketing- Earlier organisation providing them products to
costumer in showrooms and after increasing the use of mobile application, costumer were
comparing the prices offered by different retailer. Michael Brown sees the innovation around the
mobile uses and its application and from where it transfer to multichannel to omni channel and
and it will be more useful for companies to integrate into new channels and support new user on
this.
Evaluation of omni channel- Nearly five years ago, this word is unfamiliar in marketing
concept. It first introduced in market in 2010, and predict strong trust on omni channel for
successful marketers in years to come. According to the report it seen major review of 5-10%
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increase in loyalty costumer's profitability and key reason to implement strategies. In 2013
attribute the rise of it due to increasing of smartphones as costumer are showroom , using mobile
devices to buy cheap products. After that 2014, marketing land refers 'omni channel' a essential
for brand and retailers. It is being claim that survival of many companies in competitive market
and gives the many organisation a noticeable change and provide them necessary change in their
operation and function requirement. In recent report it is being predict that mobile uses will grow
33% annually for next 3 years. So, this is importantly for retailers to understand the concept and
its applications, so that they will able to achieve desired growth in competitive world.
TASK 4
P7. Analysing techniques and performance metrics in digital marketing
For every organisation it is necessary to evaluate its performance and sales that has been
generated from it and how much traffic is being gathered through their digital marketing
campaigning and its response on various sites and methods. They are certain measurement
techniques through which any organisation can implement this to evaluate its performance-
 Online sales- This is easiest way to check the traffic and by using google analytics and
web analytics platforms. Tracking live sales figure will help the company to analyse its
performance and status (Kingsnorth, 2019). For that small snippet code is required to
install on website and after that organisation will be able to track its online sales.
Unilever might use this method to check the sales performance and leads, as this is quite
easy for organisation to analyse their targets achieved.
 Leads from website- To evaluate the performance, company is making we form on their
website and after that any costumer who will visit and request to fill that form get chance
to get informations and it results to see most of the campaign results on that web form.
 Leads from calls- Many organisation is using this way to generate their leads and hire
employees to build the contacts with costumer and convince them to buy their goods and
services. Many companies were adopting this method to increase their sales and achieve
their objective. Unilever can also use this way to enhance its growth by building
relationship with its costumer and even can ask for any feedback that needed.
Performance metrics are also called KPIs are tools and methods that were use by marketing team
to evaluate their marketing campaigns some of the important KPIs are-
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 Cost-per-lead generated- This concern with cost of implementing new project or
prospect. This is calculated on sum up time, resources and money and done comparisons
the results to monthly leads.
 Cost per conversion- This KPIs is tells how much does this cost to acquire leads that
converted to clients. If it is lower than costumer lifetime value, than it is wasteful to
investing digital marketing.
 Average time on page- This matrices depicts organic search traffic on google site page
based on relevance. If it is higher website average time on site then, site will rank on
search results and leads to more visitors.
P8. Actions to improve the performance in digital marketing
Every organisation is need to evaluate the performance of its digital marketing
campaigning and must take appropriate actions to enhance the activity and results of company.
Some of the actions that firm can take are-
 Focus on increasing conversion of leads is important method business enterprises use to
win the strategies in digital marketing and efficient ways to measure it by using
performance matrices (Saura, Palos-Sánchez and Cerdá Suárez, 2017). Unilever must
use this tactics to understand and analyse its costumer data and figures that is being
generated by market scenario. As, this company operate and deals in many products, so
it become easy for them to grab larger variety of potential consumer. Sometimes, it
happens that company get good about of lead but unable to generate the sufficient clients
out of it.
 Set the for long term plans not for short term goal, it will help the marketeers to build
and design the strategies and plan according to it. This will aims to set long term benefit
to company and mindset of people will also change the most of it. Unilever company can
use this strategies and to improve the performance and maintaining long term position in
market, as this famous firm and implement some tools and techniques to enhance the
performance.
 Costumer services is also important thing that need to be focus by organisation, as if they
do not able to fulfil the demands than it will create negative image of company in the
eyes of costumer (Vieira, and et.al., 2019). This will reduce the connection and will not
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buy their products in future. Unilever can improve this by getting in touch with them and
ask for any feedback. Providing best services according to their needs and demand will
impact positively on them and give best costumer support services in case of any
problems regarding their product.
CONCLUSION
In this above report it is concluded that Digital marketing is new method or evolution in
the world of marketing and without its application in organisation is not possible for them to
succeed and survive in competitive world. In this report overview of digital marketing and its
differences of online and offline marketing concept and analysing the key trends of costumer that
help in growth of digital marketing has been studied. Apart from that tools and software and
development of e-commerce and digital marketing and its comparisons with physical channel has
been done. Developing efficient marketing strategy and plan evolution of omni-channel
marketing and various measure techniques and performance metrics that use in digital marketing
and action to improve the performance of this has also been discussed.
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REFERENCES
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Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
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