Digital Marketing Report: Strategies, Trends, and Performance Metrics

This report provides a comprehensive analysis of digital marketing, focusing on strategies, consumer trends, and the application of digital tools. It begins with an overview of digital marketing and its comparison with traditional marketing methods, using Unilever as a case study. The report then delves into consumer trends that fuel the growth of digital marketing, including the impact of AI, programmatic advertising, chatbots, video marketing, and social messaging apps. It examines digital tools and hardware available to marketers, comparing them to traditional "bricks and mortar" approaches. Furthermore, the report explores developments in digital marketing platforms and e-commerce, followed by the creation of a digital marketing plan and strategy to build multi-channel capabilities, including the evolution of Omni-channel marketing. Finally, the report evaluates marketing techniques and performance metrics, presenting actions to improve digital marketing performance, concluding with an overview of key findings and recommendations.

Digital Marketing

Table of Contents
Introduction......................................................................................................................................3
Main body........................................................................................................................................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. 5
Task 2...............................................................................................................................................6
P3 Digital tools and hardware that are available to marketers for bricks and mortar.................6
P4 developments in digital marketing platform and e-commerce...............................................8
Task 3...............................................................................................................................................9
P5 digital marketing plan and strategy that helps to build multi channel capabilities................9
P6 evolution of Omni channel marketing..................................................................................12
Task 4.............................................................................................................................................12
P7 Evaluation of marketing techniques and performance metrics in digital marketing............12
P8 Present a set of actions to improve performance in digital marketing.................................13
Conclusion.....................................................................................................................................14
REFERENCES..............................................................................................................................15
Books and Journals....................................................................................................................15

Introduction
Digital marketing is the new technique of marketing of goods and services in the organization
(AHMED and GOMATHY, 2020). It is the marketing tool which is more effective than
traditional marketing tools. Because the reach of digital marketing in audience is much wider
than traditional marketing tools. So in the present scenario company who wants to be run with
the new trend, they are going for online or digital marketing. It is the up gradation of traditional
marketing tools which is more effective to promote, sell goods and services to the people. This
report covers the comparison of traditional and modern marketing tools with special reference to
Unilever. It is the British-Dutch company that provides wide range of products food, candy,
cheese, consumer healthcare products, personal care, toothpaste, etc. Unilever is consumer goods
company that headquarters in London. It also covers the new trends of customers that working as
a fuel in the digital marketing. At also assess the important marketing tools. There are many
development evolved in the digital marketing such as Omni channel. It covers importance of
digital marketing and the new phase of world. It evaluates the techniques that are under in digital
marketing.
Main body
Task 1
P1 Overview of digital marketing and comparison with offline marketing tools.
Digital marketing is one of the forms of marketing that promotes products or services through
electronic devices. It includes social media, Google ads, etc. in digital marketing. It becomes the
most effective and attractive marketing tool that promotes services and products at very wide
reach. In today's economy, digital marketing gives a very high contribution to the GDP rate
(Checchinato and Lala, 2018). Unilever is one of the companies who promote their goods and
services through digital marketing after transformation their platform into electronically.
Unilever seems to be more customers centric, simpler, faster and futuristic with world. Their aim
direction towards digital transformation because it is the source where company can grow their

business easily and faster. There are some important benefits of digital marketing which are
mentioned below:
 With the help of digital marketing Unilever can be able to trade globally so that it
increases global reach. It finds new target market in the international market.
 A well planned digital marketing campaign cut the cost of traditional marketing methods
and reach more consumers.
 It also helps in using of analytical and metric tools to identify the result of online
marketing campaigns.
 It helps to cope up with technological factors that emerge in new business world. Because
the bases face many environmental challenges in which one important challenges
technological tractor that influence the business operations. In today's market e commerce
become a trend of trade.
Digital marketing plays a very crucial role in promotion of goods and services of Unilever. It can
be better analyzed with the comparison of online and offline marketing. Digital marketing is the
online marketing tool that helps in promoting and selling goods and services with a very high
reach (Desai Chauhan and Kudtarkar, 2019). It can be evaluated from the book discussion that
digital marketing very essential element for success and survival of business in domestic as well
as global market. Because the reach of digital marketing in global is very high as compared to
offline marketing. So Unilever should give more efforts to online marketing rather than offline
marketing. Some of the comparison points of online and offline marketing are given below:
Online marketing Offline marketing
 It is easy to start and implement in the
organization because it does not require
any specific place.
 It is easily accessible because 24/7
hours available.
 In online marketing, marketers get fast
response or results.
 It promotes promotion and advertising
at a global level.
 It needs more physical place which
raises the cost of production and
distribution of products.
 The audience is very narrow because it
can be e applied with specific or
particular region.
 All promotional or campaigns activity
get done offline that requires a lot of

time and money.
 But even today customers trusted on
offline marketing more than online
marketing.
P2 analysis of consumer trends and insights that become fuel for growth of digital marketing.
Digital marketing landscape comparison of of model to traditional marketing concept. It
becomes wider concept in terms of promotion and advertising of production services. It is very
well known that Unilever use TV ads for promotion of goods and services in past and even in
present time. But they know the importance of technological factor in the business environment
so they trying to become innovate in the global market. Because it gives great positive impact to
the organization. Dynamic nature of business environment gives pressure on organization such
as Unilever to change their methodology of marketing.
Important consumer trends and insights that become the reason or fuel of digital
marketing growth that are given below:
There are many trends that help to grow digital marketing in the market. It increases the
market share. Some of the main key trends are given below:
 Artificial intelligence: In today's time, AI becomes the main source of success and
growth. Because everything is done only through artificial intelligence such as attendance
in organization, salary sheet, etc. Unilever also uses AI for doing daily work in
organization. The main reason to boost digital marketing is AI technology because it gets
the life simple if it uses in effective way.
 Programmatic advertising: It contributes in digital marketing by US$25.48 in last year.
That means it gives the great impact on digital marketing. Unilever is the multinational
companies that use programmatic advertising (Ghoshal, 2020).
 Chatbot: Chabot is the software of computer that enables a customer to interact with
somebody to resolve the problems within organization. Unilever is a multinational
consumer products company so they have received lot of customer care calls which can

be handled from chatbot. So in this way the chatbot becomes the trend that gives fuel to
digital marketing.
 Video marketing: video marketing as one of the widely used tool to promote the
production services of the company. It involves the process where the marketer used
videos for making aware about their products and services to the public. It influences the
digital marketing to grow more.
 Social messaging app: digital marketing includes social media that involve apps such as
Instagram, Face book, Twitter etc. The social apps the tool of messaging to each other
from anywhere in the world. Social messaging app is the part of digital marketing that
raises the growth of digital marketing in market.
From the above discussion it is analyzed that there are many factors which become the
friends of insides that it gives fuel to growth of business organizations. Unilever has to face
many challenges but they should adopt digital marketing for solving those problems effectively
and efficiently.
Comparison of bricks and mortar tools with digital tools
Motor and bricks tool is the technology which is used by company for payments product
selection and enhances the experiences of consumers (Grubor and Jakša 2018). It can be used by
most of companies even Unilever can also used for QR codes that help in payments, etc. But if it
compares with digital tool than it is less expensive.
Task 2
P3 Digital tools and hardware that are available to marketers for bricks and mortar.
Bricks and mortar is the tool that used in the company to sell the goods and services to the
customers by face to face interaction. It is a traditional tool that widely and commonly used by
companies even at that time. Unilever multinational and old company netsurf product and
services from a very long time. They used bricks and mortar model from over 120 years. It is the
most effective method because in this method marketer in front of the customer so that they can
easily convenience with their products and services. According to the nature of dynamic
environment, this time need digitally so that the functions and activities of the source operation

can easily get done (Kasemsap, 2018). With the help of digital marketing marketer is able to
focus on other things rather than selling and promoting the goods and services in market.
Because marketing is not function of selling and distribution of goods and services it is much
more than. And that's why Unilever chooses digital marketing fodder production services that
show the run according with the change. Digital marketing has many tools that used by Unilever,
it shows in the following below points:
Social media platform
It is most popular and effective tool used by the Unilever. It includes all social media
apps such as Instagram, Face book and Twitter. These are the three main common social media
used for promotion and advertising their products and services in the large reach of public.
Advantages- The reach of social media platform is more than any other marketing tool. So it
covers a very large portion of population directly helps the sales and revenues of Unilever. It is
easily accessible by every person at any time and any place.
Disadvantage- Social media platform is informal marketing tool because it covers all personal
messaging apps. Sometimes people think that they are not much important. So it might create
problems of neglecting and ignoring (Kecskés, 2018).
Design tools
The company wants to sell their goods and services in the market so firstly to design the
product and services that how the present in the market which attracts. Unilever is always tried to
use innovative ideas and creativity in their digital marketing tools. Unilever's marketing tool is so
well that it attracts the customer easily.
Advantage- With the help of design tool, Unilever is able to make more effective design. It
attracts customer easily and because of wide range company can able to capture the market
easily.
Disadvantage- It is more typical van the market is not able to design properly. So it destroyed
the image of Unilever because of non effectiveness in design of digital marketing.
Email marketing

In this marketing tool, company e has a main focus on their potential buyers. Unilever games
direct email to their buyers which give the knowledge of offers and discounts in their products
and services to the customers (Kollmann, 2019). It is very useful for customers cause easily get
to know the office in this council running in the organization.
Advantage- Unilever can easily target the market through attractive their potential buyers. They
get their potential buyers through email marketing.
Disadvantage- sometimes company is not able to attract their customers with email marketing
because they did not give many time Tu to emails. They ignore them because customer thought
that emails are not important for them.
It is analyzed after the discussion of importance of mentioned tools that are used by
companies widely. They are very effective to attract a large number of customers in the market
and increases sales and revenues through increasing number of purchases by customers
(Meriläinen, 2017).
P4 developments in digital marketing platform and e-commerce
Digital marketing platform needs development to run the business with the change of
business environment. As it is very well in that environment this is not fixed it continuous
changes so you never should also take necessary steps for changing their digital marketing
campaigns through more developments. In present time, Unilever started e commerce trade in
which they sell and distribute their products and services online. Bricks and mortar traditional
techniques for selling the goods and services to the customer, so it is always compete with online
business. It provides goods and services after the touching, speaking, feeling about the product
and services by the customer (Nsahlai and et. al., 2020).
E-Commerce raises the market share through providing many opportunities to the
Unilever. Some of the important reasons are mentioned below for the development of e-
commerce and digital marketing channels:
Segmentation: It is the one important reason for development of digital marketing that it
increases the focus on segmentation of market into small groups in which marketer can easily
specify the target market. It increases the productivity and profitability of Unilever.

Influencer marketing: Digital marketing influences the basis of function as it increased sales
and productivity of organization. Unilever use digital marketing so that they become the
influence of the market by attracting a large number of customers through increasing the
promotional too by electronically.
Data driven advertising- Unilever uses digital marketing for selling and promoting their social
services to the customer then they have a record which can easily be used for under other
identification of needs and requirements of consumers (Omondi, 2017). With the help of data
Unilever can easily assess the requirements and rates of consumers so that they satisfy with the
providing of production services accordingly. If it compared with physical channels of marketing
then it is identified that digital marketing development is more needed.
These are the main and key reasons for development of digital marketing and e-
commerce in the market. It has to improve their product with the analysis of data which have
already recorded in their programs. It also helps in controlling the cost true analyzing the waste
which Unilever earlier wasted.
Task 3
P5 digital marketing plan and strategy that helps to build multi channel capabilities.
Digital marketing plan is very essential for making the campaign successful in the
market. Digital marketing needs a proper strategy and plant which helps to build multi successor.
Unilever is the international organization that needs well planned digital marketing strategy that
has to foster the success of business organization. Plan is basically the blueprint in which future
activities can take place are characterized in structured form. With the help of digital marketing
plan, marketing manager of Unilever get to know the all directions very clearly which helps to
run the functions smoothly? It is very important any organization before taking any decision.
Planning is the first and foremost function of any business, it is discipline applied in all functions
whether it is budget or for marketing plan (Papageorgiou and et. al., 2020). So it is the basic
component that need by the marketing manager of Unilever. Unilever has last number of stores
that need proper planning of digital marketing which gives the directions towards
accomplishment of goals and targets of organization.

Multi channel marketing plan not the easy process requires a lot of time to understand the
activities performed in multi channel marketing. It is the method that combines advantages and
disadvantages of online with offline marketing tools. They used physical as well as online
marketing so that they reach with high number of customer. So digital marketing plan is very
essential to belt multichannel to build multi-channel capabilities in the organization (Petrescu
and Krishen, 2017). There are many important things that should be considered for digital
marketing plan i.e. SMART objectives. To update with consumer need and preferences they have
to required SOASTAC framework.
SOASTAC framework- It is the Framework that is used by Unilever for or sells their products
and services to the target market. There are some certain steps that are very essential for
SOASTAC framework. Some of them are mentioned below:
 Situation analysis- for example, Unilever started their digital platform through obsolete
and outdated technologies and software. It can rise big problem for image of Unilever,
that they are not analyze the situations before applying any marketing campaign. So it is
very necessary for deciding the marketing plan that they should analyze the situation of
business environment that what they want.
 Objectives- it is other important point that should be considered in digital marketing
plan. Because without objective no plan can be made, it gives directions and clarity to
organization that they achieve (Reddy and Neeraja, 2016). For example, Unilever wants
to increase their sales by 20% then de should include the subjective into marketing plants
which gives directions to all marketing managers to fulfill the demand.
 Strategy- generally Unilever chooses multi channel strategy so that they attract a large
portion of population. So that's why I started is much needed for digital marketing plan.
 Tactics- it is the detail of strategy that defines the needs and wants of enterprises in the
strategy. It gives the detailed information about strategy in which all tablets are used.
 Act- the last but not least important stamp which required by user and client. In this step
Unilever try to their clients with offering sales and discounts so that the convert one-time
customers into permanent customers.

The current strategy of Unilever is tourism the sales by 25% through online so that it they
make their business more effective. It is more cleared from the marketing plan that mentioned in
the below table:
Aspects Task 1 Task 2 Status Date and time
reporting
Planning department Team members are
12; task is under bi
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- It refers to the objective of marketing plan should be specific that give the clear
directions to all employees of Unilever.
Measurable- Digital marketing objectives should be measurable in quantitative terms so that it
can be measured with standards and find out the variations and their reasons (Samsudeen and
Kaldeen, 2020).
Achievable- It is very necessary for Unilever that what they decide the objective should be
achievable in nature. For example, Unilever makes an objective that they sell their products at
200% more than previous prices, and then it is not possible. Because it is not achievable
objective, it is very must for organization that they decide achievable objectives.
Realistic- In simple terms means that the objective decided by Unilever is real not fake. That
means if the company makes fake objectives than they damage their own reputation in market.

Time bound- It is very necessary for company that decided objective should be achieved within
time. It means if the decided objectives cannot be achieved in time then there is you mean for
achievement.
The aim of marketing plan is meeting that gives positive impact of their goodwill and
position in the market. It is the most effective plan if it follows all important strategies and tools.
Measurement is very necessary for examine and analysis the use of online digital marketing. It
can be analyzed with KPI's that are mentioned below:
On site- Conversion rate should be increased minimum 75% for better results that helps to
encourage online business.
Off site- Online business can be achieve their objectives only when the employees are skilled
because the execution of tools and techniques are depend on employees.
Importance of KPI's
 Increase the profits and sales which help to grow the business of Unilever.
 Unilever uses KPI's and it easy to generate organic traffic in the marketing environment.
P6 evolution of Omni channel marketing.
In few years companies approached multi channel to attract the customers in their
products and services. Multichannel approaches very effective according to the thought of
customers because if they did not want to call done their go for emails, chatting, etc. But
increasing in the demand of customers, companies fail to satisfy them through multi-channel.
Then it evolutes Omni channel approach works a single routing system that focuses on customers
interaction by a 360 degree view. With the help of Omni channel, market getting exact and
accurate information for the wants and desires of customer (Setkute, 2018). Unilever run their
business from over 120 years so they are this conversion of multi channel to Omni channel
approach. Company uses both types of channels for taking more benefit. It really helps in
satisfying the needs and wants of customers which increase the profitability and productivity of
organization.

Task 4
P7 Evaluation of marketing techniques and performance metrics in digital marketing.
There are Lot of measurement techniques which can be useful for organization to
accomplish their objectives and goals. It include sensory digital marketing concept, some of
them are mentioned below:
Total site visit- it is the most effective tool for measuring the digital marketing campaign results
where Unilever can identify the real position in numbers. It also helps to getting ideas that how it
can effectively going on.
Advantage: it is very helpful in in accelerating the number of customers and it also gives much
information for campaign.
Disadvantage: it requires a huge knowledge in digital market area which is not a easy task for
marketing manager (Shankari, 2020). Because it is not necessary that all marketing manager
have knowledges of digital marketing at depth.
Traffic source for channels- Unilever knows that there are very huge traffic in other channels
but it is the one channel in which they can segmenting the traffic source of company.
Advantage- With the help of this technique it removes all unnecessary sources which generate a
conflicts in market.
Disadvantage: It also requires proper marketing research for generating traffic in market. Takes
more time as compared to other techniques and tools.
Interaction for visit- if the company knows small information about website company that they
get corrective actions at right situations.
Unilever can be used all above techniques for measuring the performance of digital
marketing as it shows the positive or negative impact of digital marketing on their products and
services.

P8 Present a set of actions to improve performance in digital marketing.
From the above discussion it is very clear that digital marketing is essential for Unilever's
success and growth in the business environment. it plays a very crucial role for sustainable
development of Unilever's success. It is very essential that have should some set of actions for
determining and improving the performance in digital marketing. Some of the set of actions are
mentioned below:
Analysis of past activity: if the Unilever wants to improve the performance and digital
marketing then they should forcedly analyzing the past activity what they have done. After the
analyzing of past activities they are able to identify the problems so that it solve the problems by
improving performance in digital marketing (Sharma, 2018).
Exploring current trends: It is very essential for any type of business even for Unilever that d
continuously identify analyzing the current market trend which helps to handle with all
upcoming challenges. It is important for success and growth of business because it helps to being
updated with the market changes.
Define realistic goals- The primary function of Unilever is to clear the objectives and goals in
front of members on their organisation. It also defines that what are the real goals which they
have to be achieved in future by increasing the productivity (Stanton and Stanton, 2016).
Because it gives directions and motivations towards achievement of organizational goals and
objectives.
Focusing on content creation- Unilever should be thought for creating good content for their
business growth in the market. Because it is very essential element which have to be considered
by the organization that good content gives success and trust of customers.
If the company followed above action plan then they able to understand the requirements
of current trends. It is also analyzed that the past activities gives the clear position of the
organization which helps to improve digital marketing campaigns so that they can achieve their
targets and goals in timely. All the different techniques and tools are important when these above
key elements can be considered in the market plan (Vasconcelos and et. al., 2017).

Conclusion
It is concluded from the above discussion that the company should go for digital
marketing but with proper analysis and application of tools and techniques. In present report,
there is a lot of discussions which makes it clears about digital marketing concept. It can be
understand with comparison of online and offline marketing and with the application of digital
tools. Digital marketing plan is very important and it can be prepared with the help of
SOASTAC framework effectively. The company wants to achieve their goals and objectives so
they should adopt sweaty people or best suited tools for achieving positive results from digital
marketing. it is also concluded that when the marketing manager take decisions regarding digital
marketing then they should no the problems and challenges which can be occur in the plan.

REFERENCES
Books and Journals
AHMED, T. A. and GOMATHY, K., 2020. DIGITAL MARKETING–A BUSINESS
PERSPECTIVE. Studies in Indian Place Names. 40(18). pp.1695-1698.
Checchinato, F. and Lala, H., 2018. Managing digital marketing strategies in emerging markets:
The case of China. Department of Management, Università Ca'Foscari Venezia Working
Paper, (2018/12).
Desai, M. R., Chauhan, M. A. and Kudtarkar, M. D., 2019. Digital Marketing-New Age
Consumer Behavior (Mumbai Region). IJRAR-International Journal of Research and
Analytical Reviews (IJRAR). 6(1). pp.38-43.
Ghoshal, N. D., 2020. Digital marketing: the opportunity and the imperative. International
Journal of Public Sector Performance Management. 6(2). pp.246-259.
Grubor, A. and Jakša, O., 2018, September. Social Media Marketing: Engaging with Consumers
in Digital Era. In 2018 ENTRENOVA Conference Proceedings.
Kasemsap, K., 2018. Enterprise Information Systems and Digital Marketing: Advanced Issues
and Implications. In E-Manufacturing and E-Service Strategies in Contemporary
Organizations (pp. 53-71). IGI Global.
Kecskés, Z., 2018. Disruptive innovations in digital marketing: How blockchain could
revolutionise the advertising industry.
Kollmann, T., 2019. Digital Marketing: Grundlagen der Absatzpolitik in der Digitalen
Wirtschaft. Kohlhammer Verlag.
Meriläinen, K., 2017. From Floating to Leading: The Transformation of Digital Marketing
Capabilities Through ICT Uptake in Tourism SMEs. In Information and Communication
Technologies in Tourism 2017 (pp. 89-100). Springer, Cham.
Nsahlai, V., and et. al., 2020. A Systematic Review of Digital Marketing in South Africa.
In Strategies and Tools for Managing Connected Consumers (pp. 143-162). IGI Global.
Omondi, O. J., 2017. Impact of Digital Marketing on sales growth of small and medium
enterprises in Nairobi, Kenya. Research Project submitted to School of Business,
University of Nairobi.
Papageorgiou, G., and et. al., 2020, April. Towards the Development of a Digital Marketing
(DM) Competencies Framework. In 2020 IEEE Communication Strategies in Digital
Society Seminar (ComSDS) (pp. 145-149). IEEE.
Petrescu, M. and Krishen, A. S., 2017. Marketing analytics: from practice to academia.

Reddy, V. and Neeraja, M., 2016, October. Digital Marketing: Current Trends in India.
In National Conference On ‘Emerging Trends In Information Technology In Today’s
Business Scenario’Organized By The Koshys Institute Of Management Studies,
Bengaluru, India Held on 6th October.
Samsudeen, S. N. and Kaldeen, M., 2020. Impact of digital marketing on purchase intention.
Setkute, J., 2018. In search of digital marketing communications success: the case of oil and gas
industry B2B SMEs (Doctoral dissertation).
Shankari, S., 2020. YOUTUBE AS A DIGITAL MARKETING SOURCE. Studies in Indian
Place Names, 40(20), pp.41-46.
Sharma, A., 2018. Research on Digital Marketing Trends & Utilization. International Journal of
Research and Analytical Reviews. 5(2). pp.1263-1270.
Stanton, A. D. A. and Stanton, W. W., 2016. The relationship between Big Data, data science,
digital analytics and the skills and abilities needed to optimise marketing
decisions. Applied Marketing Analytics. 2(3). pp.265-279.
Vasconcelos, C. R. M., and et. al., 2017. DIGITAL MARKETING AND THE COMPANIES IN
THE CITY OF TEÓFILO OTONI/STATE OF MINAS
GERAIS/BRAZIL/MARKETING DIGITAL E AS EMPRESAS DO MUNICÍPIO DE
TEÓFILO OTONI/MG/BRASIL. RAUnP-ISSN 1984-4204-Digital Object Identifier
(DOI): http://dx. doi. org/10.21714/raunp.. 9(2). pp.45-56.