Digital Marketing Strategies for L’Oreal: A Multi-Channel Approach

Desklib provides past papers and solved assignments for students. This report analyzes L’Oreal’s digital marketing strategies.

Running head: DIGITAL MARKETING
Digital Marketing
Student
Institute
Date
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Running head: DIGITAL MARKETING
Table of Contents
Digital Marketing.........................................................................................................................................3
LO1 Demonstrate an understanding of the opportunities, challenges, and impact of the digital
environment............................................................................................................................................3
LO1 Evaluate different marketing channels and how they serve communication objectives..................3
P1 Evaluate different types of marketing channels and how they serve communication objectives
within an organizational context.............................................................................................................4
M1 Critically evaluate how marketing channels of communication are integrated within an
organization to add value and maximize resources.................................................................................5
D1 Make valid judgments about how marketing channels add value, using specific organizational
examples to demonstrate how they serve communication objectives...................................................5
LO2 Examine key digital tools, platforms, and channels, comparing and contrasting bricks and mortar
and other physical channels....................................................................................................................5
LO2 Devise communication objectives and justify appropriate channel selection and integration........7
P2 Design communication objectives for a given organizational situation..............................................8
P3 Provide justifications for the selection and integration of communications channels chosen...........8
LO3 Determine how to organize digital marketing activities and build multi-channel capabilities in an
organization.............................................................................................................................................9
LO3 Design and produce content appropriate to the channel and communication objectives.............10
LO4 Evaluate methods of monitoring and measuring digital marketing effectively.............................10
P5 Determine and evaluate the measurement techniques and performance metrics in digital
marketing..............................................................................................................................................12
P6 Present a set of actions to improve performance in digital marketing.............................................12
M4 Critically evaluate the application of key digital measurement techniques and performance
metrics used in digital marketing...........................................................................................................12
References.................................................................................................................................................14
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Running head: DIGITAL MARKETING
Digital Marketing
As the head of Digital Marketing at L’Oreal, I have assessed the marketing channels, and come
up with strategies to improve the brand positioning and customer engagement.
LO1 Demonstrate an understanding of the opportunities,
challenges, and impact of the digital environment.
The presence of a brand in the digital environment has become more of a requirement and it's on
a full swing that the companies are working out the best of strategies to stay one step ahead in
the competition. The impact of a brand is in a digital environment means that the business may
prosper. however, some challenges like meeting the expectations of the consumers on an updated
basis, finding the right time to keep up the digital face of the company, managing the
Omnichannel reality, integrating the relevant technologies to ensure the digital marketing plan is
working exist. However, considering the fact that brands with proper digital presence are doing
even better than the ones that have only retail showrooms makes it more important in the
perspective of marketing strategies. Considering the impact, the company must take the
opportunities.
I am responsible to develop a report on digital marketing at L’Oreal. In this section, I will
provide an environmental analysis for L’Oreal digital presence, focusing on the opportunities,
challenges and the likely impact the digital environment for the cosmetics industry.
LO1 Evaluate different marketing channels and how they serve
communication objectives.
Marketing Communication is a basic get a complicated part of the marketing efforts in a
company. This refers to any kind of branding or advertising that the company may use to
communicate with the market. This concept needs to balance the strategic objectives that include
building the product or service demand including the positioning and shortening the sales cycle
and this requires a proper understanding of the buying process.
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Running head: DIGITAL MARKETING
As the experts confirm, Marketing Communications is an approach to properly plan the
communication that could potentially benefit the business in the marketing aspect. In simple
words, the marketing campaigns will yield better results and the marketing cost will be reduced.
This is proved to be effective than traditional marketing strategies and individual approaches.
Marketing Communications make use of multiple channels within the integration of technology
to come up with better results and impact. This way the business could become creatively
consistent as various tools are used to communicate almost the same matter. The customers will
be able to receive consistent messages every time they see the L'Oreal campaign in any medium.
In addition to just being a marketing effort to emphasize on the product, this also serves as a way
to build awareness of the brand L'Oreal and brings in more customers to buy the products during
offers and so on. Undeniably, this approach saves a lot of money.
P1 Evaluate different types of marketing channels and how
they serve communication objectives within an organizational
context.
Since this report focuses on digital marketing here is a list of digital marketing channels used in
L’Oreal to communicate with its customer.
● Websites
● Blogs
● Social Media
● Email
● Videos
● Mobile
● Webinars
With these digital marketing channels, the team will be able to align the measurable objectives
regarding the promotions, find out the target audience and segment them appropriately to build
the brand and customer engagement. The automation could be used for the betterment of the
strategies and the number of channels could be increased to improve engagement. Since most of
the customers nowadays are engaged online in any social media, it is definitely a wise choice to
used as a medium to get to the customers quickly.
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Running head: DIGITAL MARKETING
M1 Critically evaluate how marketing channels of
communication are integrated within an organization to add
value and maximize resources.
Depending upon the product or offer that needs to be launched, the marketing channel could be
used chosen. For example, the email marketing campaigns help the company to promote its very
own marketing channels effectively. With proper newsletters and emails, the company will be
able to send out updates regarding offers and as well build the customer database altogether. On
the other hand, the reason why people engage much on social media is that they will be able to
share their opinion, participate in discussions and communicate effectively. As such, undeniably
social media is one of the best marketing strategies for any brand even the top ones like the
Loreal. Here, we can increase the users to engage and participate in a challenge all competition
to keep up the engagement. This will not only improve the brand presence on digital media but
will bring in more customers and the team will also be able to understand the customer feedback.
Affiliate marketing is yet another brilliant strategy to add to the campaign. This way, mass
coverage can be achieved with no extra cost. Also, when other websites are affiliated to the
business, the exposure is usually high. Focusing on the channels that most people spend time on
to promote the products is a simple one-liner for the strategy explained above.
D1 Make valid judgments about how marketing channels add
value, using specific organizational examples to demonstrate
how they serve communication objectives.
Let us consider inbound marketing. it is pretty effective to build awareness about the brand then
generate the leads and convert those leads into customers.YouTube videos appeal to most of the
consumers who are looking forward to solutions. as for Loreal products, we offer solutions to
hair and skin damage as well. This method would be effective to communicate to the customers
regarding the solutions to these problems we provide. Given the informative video, apart from
buying the products, the customers tend to develop trust in the brand.
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Running head: DIGITAL MARKETING
LO2 Examine key digital tools, platforms, and channels,
comparing and contrasting bricks and mortar and other
physical channels.
This section of my report includes a critical assessment of L’Oreal’s business by comparing an
contrasting its digital presence versus its store presence.
There are some reasons why we have chosen digital marketing over traditional marketing.
The benefits of traditional marketing are as follows.
The team will be able to reach out to the target local audience with the radio ad or flyers. Usually
the hard copy of the materials which is used to market the brand is kept in hand by the marketers.
this happens in the customer end as well. this way they will be able to read or browse through the
material over and over again which insulin to buy the product. on the other hand, traditional
marketing is easy to be understood and then obviously exposed strategy. neuroscience support
the benefits of hard copy marketing and confirms that it is definitely and effective way of
marketing products.
The downsides of traditional marketing strategies are as follows.
With traditional marketing strategy, the brand will not be able to communicate to its customers
or provide information instantly about the brand to the public. This can only be used to insist the
customer on purchasing the product but brand awareness is another thing to be focused upon. on
the other hand, print or radio, advertisements are pretty expensive. Even for the Flyers the
content needs to be printed in quality material and people need to be hired to distribute the
suppliers. There is no such tool to evaluate or measure the components present in this traditional
strategy and that is why the team will never know where to improve and when to improve.
The benefits of digital marketing is as follows.
The goal of a marketing strategy is not only to improved the sales but also to bring the customers
closer to the brand for the long run. with the digital marketing strategies a company will be able
to target a local audience and international once as well. further the campaign can be
personalized according to the audience and their geography and preferences. the campaign can
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Running head: DIGITAL MARKETING
be personalized according to their location or age or gender or interest or anything the market
may find right. The audience may be able to choose how they want to perceive the content. while
some people would like to read a blog post other people would prefer watching a video. as per
traditional marketing, there are no such choices. In fact, people have become bored with sales
pliers now that they do not even read the content present in the flyers regardless of the creativity
it is made with. Also, attending phone calls or checking out their mailbox for sales flyers are not
something customers preferring as of now according to the experts. as the engagement online is
growing higher they preferred to check out things online. Given the flexibility for the customer
to either of them are out of the Communications, it becomes easier for them. With digital
marketing, we will be able to cover the audience who are actually interested in buying the
product rather than spamming them. The major advantage of using a digital marketing strategy is
that the brand team will be able to interact with the audience as much as possible and interaction
is not possible with traditional marketing strategies (Wolny, 2014). Also, the interaction ropes in
more clients and followers thereby increasing the site traffic and ultimately increase the number
of products sold. As compared to traditional marketing strategies, these digital marketing
strategies are cost-efficient. In spite of the fact that some amount needs to be invested in paid ads
online, the budget could still be cheaper than printing it or advertising on the radio. In addition to
this, the data and the results can be easily recorded for future purpose. In this case, the marketing
team will be able to evaluate the effectiveness of the previous campaign and make changes
accordingly in the upcoming campaign. this is how effective marketing would be with digital
marketing strategies. A digital platform offers a place for every brand to showcase its talent
whereas the traditional marketing emphasizes only on the bigger brands. with Google Analytics
and other such tools, the marketing team will be able to evaluate the effectiveness of the
campaign on the spot. In addition to these, brand awareness is also created along with the
increase in sales and if a marketing campaign goes viral then the benefits that the brand may
experience is extremely high where is the traditional marketing strategies do not even offer the
chance for this.
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Running head: DIGITAL MARKETING
LO2 Devise communication objectives and justify appropriate
channel selection and integration.
In order to select a marketing channel and work on the integration properly, it is important to
understand the communication objectives. Although the marketing campaigns may be oriented
towards a particular objective which is usually single, it is possible to achieve more than just one
if the integration of marketing tools is done properly. The objectives must explain the impact of
the activity especially on the target audiences and estimate outcomes that is possible with the
marketing strategy of the organization. overall Strategy would focus on increasing sales.
However, with appropriate integration, we will also be able to increase awareness about the
brand. Here the AIDA strategy has been used (Morris, 2009). This particular strategy focuses on
effective communication with the customer.
A stands for awareness which means attracting the customers towards the brand.
I stands for the interest which means improving the interest of customers by understanding their
needs.
D stands for this year which means the advertisement must be convincing and make the customer
want a product.
A stands for action which means the marketing strategy should put the customer to take an action
such as purchasing the product.
P2 Design communication objectives for a given organizational
situation.
The communication objectives of this marketing plan include creating awareness about the
brand, imparting the relevant knowledge, brand Image projection, shaping of the customer
purchase attitude, making the customer want more of the products, and increasing sales.
Communication objectives the long term goals that help the brand to effectively reach out to the
client provide the relevant data regarding promotions, offers and launch of new products, thereby
creating a strong interest in the client base, ultimately expanding the client base.
We have chosen email and social media marketing as the most important strategies of this plan.
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Running head: DIGITAL MARKETING
P3 Provide justifications for the selection and integration of
communications channels chosen.
emails are usually used to just inform the customers about the promotions or offers or anything
that the brand we want to convey. It is not possible to believe that the customers would actually
open the email every time and read the details. In this case, we are going to use email to just
inform the customers about the promotional offers. Those who are interested will click on the
link present in the email to know more about it. The social media channels will also be used to
intimate the client about these offers. For example, an Instagram story would contain a hint of
the promotion and the link to take a look at the details. This way we won't be spamming or
customers but still attracting enough people to take a look at the promotion or offer we have. As
for the product launch, we will be going forward with extensive use of marketing channels
including the messaging, the blogs and the content marketing strategies to ensure it reaches avoid
customer base.
LO3 Determine how to organize digital marketing activities and
build multi-channel capabilities in an organization.
Additionally, I will provide a plan for organizing digital marketing activities to support L’oreal’s
initiatives of building multi-channel capabilities in (a) its luxury cosmetics division, and (b) its
active cosmetics division.
Definitely or marketing plan includes the marketing Communications mix that contains
advertising, sales and Promotion, public relations, personal selling, and direct marketing.
Making use of these marketing Communications strategies to meet the objectives it is vital to
assess the strengths and weaknesses of every component in the mix. As per our strategy, we will
not be using all the components but the ones related to digital marketing only (Melewar et al.,
2017). As for advertising, it reaches a large set of people geographical e and often shows high
frequency. Also, the exposure requires low cost and the consumers tend to think that the goods
that are advertised are legitimate. it obviously improves the brand image and stimulates short
term sales. However, the overall cost may be high.
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Running head: DIGITAL MARKETING
On the other hand personal selling is one of the effective tools to understand the preferences of
the buyers and they sell the product. However, this is a long term commitment and one of the
most expensive tools we could handle. As per the sales promotion, the ultimate customer can be
targeted and some contest or coupons ar premiums can be used to attract the attention to buy the
product. This ensures quick response and for that reason, we will be using this component only
for promotions and offers or maybe a revised product.
Known as the highly credible and believable forms of marketing components Public Relations
will definitely be used. Loreal would be using new stories features and sponsorships to improve
the brand image and sell out the products. Considering the brand image we would not be
proceeding with telephone marketing rather with email marketing.
LO3 Design and produce content appropriate to the channel
and communication objectives
Since the company has an established website as an E-Commerce platform, we will make the
layout changes to cover the audience with creativity.
Just as any marketing plan, graphic design has a vital role to play in the modern business
environment. The businesses would need the service of graphic designers to come up with
impressing marketing materials. If the marketing material is creative then the campaign would
not only be effective with sales but be memorable as well. As per the virtual market, the
customers will only be judging the product or the quality of the product by the way the campaign
or the image has been designed. In this case, graphic design is a must for the marketing
campaign to succeed.
Example
Loreal Shampoo & Conditioner - Total Repair 5
Five Problems and One Solution.
Gets your hair rid off the oil, keep it soft and cleansed.
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Running head: DIGITAL MARKETING
LO4 Evaluate methods of monitoring and measuring digital
marketing effectively.
Based on the plan as discussed above, I will provide key methods the team will use to evaluate,
monitor and measure the digital marketing effectiveness of the recommended activities.
Even in digital marketing, the brands have higher competition as everyone is trying out there like
here. the experts say that the digital marketing tools required evaluation before being used in a
campaign and in fact the campaign must also take an evaluation before being published.
In several cases, the reason for the failure of a marketing campaign is that the campaign lacks
creativity and quality materials. this can only be achieved by a qualified team. As per Loreal, we
have improved the budget and outsourced the graphic design to ensure creativity is at its best.
With no second thoughts, creativity is one of the most important components a marketing
campaign requires in the digital space to be even noticed.
Initially, the business objectives have been set after a brainstorming session with the team.Then
the targets have been identified and set for our business objective. We have a wide range of
target audience here. Now the audience is being segmented to youngsters, middle-aged, and
above 40 people. According to their needs, we will be sending out preferable products.
Key performance indicators include search engine rankings, traffic, and overall site traffic as
well. We currently have a track of new and returning traffic and that is why we will be able to
access our campaigns easily. As we have substantial analytics and measurement data available
we will be making appropriate changes in the digital marketing campaign to ensure we get the
right insights. With the same, we will be using the data to take immediate counteraction and
execute the campaign properly according to the situation and preferences.
The ultimate objective of this marketing campaign is to meet the customer expectations and
ensure that the customer knows that the products are of greater quality. Mostly customers expect
certain basic criteria like quality service and fair pricing. Now, it is the Digital era and the
customers are expecting more than just these. their expectations include personalized
interactions, connected experience, a strong digital base and proactive service and what not. The
researchers have come up with the fact that personalization is the key to success. In this
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Running head: DIGITAL MARKETING
marketing strategy, we are using personalization techniques to segment audience so that we stand
out relevant emails and make the customer feel like their preferences are being noted. further we
understand that the customers expect innovation so Loreal do not hesitate to push the limits and
come up with innovative advertisements and marketing campaigns to impress the customers.
The technology is the raising the Expectations of customers different page and this marketing
take some note on such expectations and aims to provide the best of experiences to the existing
customers. We also aim to balance the trust factor between the customers and the brand. Before
the initiation of this strategy, we have assessed the feedback given for the previous marketing
campaign and took all relevant feedbacks into account to come up with this one.
P5 Determine and evaluate the measurement techniques and
performance metrics in digital marketing.
Now that we have a campaign planned, we have added to the list of marketing channels we may
want to use. We will be using the following techniques to generate data.
Web content will help us to study how effective is among the customers. We have changed the
quality of content, the page layout and added more exciting options to ensure the customer is
engaged in the website when they visit. We also used to click through rate technique to measure
how many people have visited the webpage and don't some revenue through that. we also have a
track of Bounce rate which is a compiled data on the number of viewers who visit the web pages
to view just the homepage. With that data, we will be able to analyze what needs to be done.
anyway, we have altered the homepage to ensure it is exciting enough for the customers to
browse through products as well. We have also used search engine referral to ensure the right
keywords when typed get the customer to our website.
P6 Present a set of actions to improve performance in digital
marketing.
We have used email marketing and social media marketing as the base strategies to market
L'Oreal products. With proper consistency, we will be able to continuously engage the customers
with the product thereby increasing the sales.
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