Digital Marketing Communication Plan for L'Oreal UK

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DIGITAL MARKETING

Executive summary
Digital marketing is a critical part of business communication in latest field of marketing and
business communication. This report has been based on communication and marketing channel
of L'Oreal, a UK based cosmetic and skincare industry. This theory has consisted to different
marketing channels and relevant strategies that are being used by officials of L'Oreal. In this
report, direct marketing has been stated by researcher that this policy is fruitful to generate profit
by reducing middleman. However, this policy also led organisational loss by effect from
distributors who play role of external stakeholders. In case of digital marketing, customer
relationship is other tool that is being used by concerning officials. This report has also included
cost management, product design, and market observation as other channels of digital marketing
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Table of Contents
Introduction......................................................................................................................................3
LO1: Different marketing channels and their communication objectives.......................................3
P1: Types of marketing channels and their communication objectives.......................................3
LO2: Devising communication objectives and justification of integration and appropriate channel
selection...........................................................................................................................................6
P2: Designing of communication objectives...............................................................................6
P3: Justifications for integration and selection of communications............................................8
M2: Communication objectives in regard to organisational business objectives and marketing
communications mix....................................................................................................................9
D1: Process of adding value by marketing channels, with organisational examples................10
LO3: Designing content appropriate to communication and channel objectives..........................11
P4: Marketing communications plan meeting communication objectives................................11
M3: Application of communication objectives in regard to organisational business objectives
and marketing communications mix..........................................................................................12
LO4: Methods of measuring and monitoring digital marketing....................................................13
P5: Performance metrics and measurement techniques in digital marketing..........................13
P6: Measures to improve performance of digital marketing......................................................15
M4: Critical evaluation of principal and performance metrics and digital measurement
techniques applied in digital marketing.....................................................................................16
Conclusion.....................................................................................................................................17
Reference List................................................................................................................................18
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Introduction
Digital marketing is one of the prime interfaces of business communication in latest field of
marketing and business communication. In digital marketing, commercial organisations provide
special emphasis on communication and management over their marketing strategy. Another
variable that has been included by digital marketing is getting feedback from clients that acquire
their feedback. In case of digital marketing, organisations provide special emphasis upon
changing trend of market and commercialisation. The aim of this report is to formulate a
comprehensive digital marketing plan of L’Oreal. This company is a UK based cosmetic and
skin care organisation that operates business in international market. Different tools and
communication system of digital marketing used by this company has been discussed in this
report along with marketing channels and their impact.
LO1: Different marketing channels and their communication objectives
P1: Types of marketing channels and their communication objectives
Officials of L’Oreal, a UK based cosmetics and skin care organisation that operate their business
in international market, use their marketing channels with digital influence. In this case, different
marketing channels and strategies have been found in their business operation with certain
objectives.
Direct Marketing: Officials of L'Oreal instruct their production managers and leaders to
conduct a direct marketing policy that includes direct communication with clients. In this case
they omit possibilities to introduce and mediator or other dealers. This strategy or channel can be
treated as modern era digital marketing that insulates effective communication between customer
base and production team (Stephen et al. 2016). This channel requires effective leadership in
production department and efficient management style to modify sales strategy and customer
management. In order to maintain L’Oreal’s international business, it is important for officials to
maintain their customer base. In case of dealing this channel, cost of marketing can be reduced
and that excesses profit has been insulated by marketing team of this company to expand their
business.
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Customer Management: Customer management can be treated as other significant marketing
channel that is being followed by L’Oreal officials to operate their business. Marketing channel
based on customer management depends upon customer satisfaction policy of concerning
organization. It has been mentioned before that L’Oreal is an international retailer of cosmetics
and skincare product (Rowley et al. 2017). Thus, officials of this foundation allocate job to their
employees, leaders and managers to maintain customer satisfaction policy. In order to maintain
customer satisfaction policy, leaders and managers of concerning organisation provide online
feedback service to their customers. They also communicate with their customers to provide
suggestions for betterment of product and business policy. These suggestions and feedbacks are
being evaluated by managers of sales and production department of this organisation.
Figure 1: Digital Marketing
(Source: Given by researcher)
Cost Management and Product design: L’Oreal officials also maintain cost management as a
part of their digital marketing and communication channel. It has been witnessed that companies
who operate their business in both domestic as well as international market, provide special
emphasis upon their cost management and product design (Todor, 2016). In response to that,
organizational operators of L’Oreal instruct their marketing and production team to monitor
demand from market and design cost of product as it will be both fruitful for gaining profit and
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DigitalMarketing

get popularity in market. In relation to this fact, managers and leaders of production and sales
department make effective communication with research and development wing of concerning
organisation to make observation of market and generate product accordingly (Jarvinen and
Karjaluoto, 2015). In discussion of cost management in digital marketing, supplied materials
make significant effect on costing and product designing.
Market Segregation: In case of digital marketing and channel, officials of L’Oreal design the
marketing policy by segregating their targeted market. It has been previously mentioned in this
report that L’Oreal deals with cosmetic and skincare products in international market. For this
business operation, according to instruction of officials, marketing team of this company
segregates their customer base on three basic aspects (Karjaluoto et al. 2015). These aspects are:
Financial capability of Market, Gender gap and age gap of customers. Market segregation
based on financial capability helps organisation to make their costing and product design
according to market. As L’Oreal deals in international market, therefore, they make product and
cost management according to financial stability and purchasing power of buyers. On the other
hand, market segregation based on gender gap and age gap provides outline of business policy of
this cosmetic and skincare organisation.
Market Observation: Market observation is being used by L’Oreal officials as marketing
channel to expand business and get profitable outcome. Marketing department as well as
research and development wing of concerning organisation are responsible to formulate this
policy and strategy. L’Oreal operates their business in both domestic market of UK as well as
international skincare and cosmetic sector (Saura et al. 2017). In order to perform their business
they witness effective competition from their business competitors like Maybelline and Unilever.
Market observation is used by this organisation to maintain production as well as cost
management accordingly.
M1: Critical Evaluation of communication within an organisation of marketing channel
Communication is referred to integral part of digital marketing channel followed by
organisations that operate their business in international market. It has been mentioned in this
report that L’Oreal is an international organisation that deals in skincare and cosmetic industry
follow different digital marketing channels. In order to evaluate significance of communication
on those channels, researcher can insulate some effectiveness and loopholes that also includes in
these digital marketing channels.
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In case of direct marketing, other retailers who work as supplier of L’Oreal can deny to help
organisation to expand their business (Levy and Gvili, 2015). On the other hand, stakeholders of
this organisation who also play role of suppliers and dealers are losing opportunity to income. In
order to rectify that, organisational operators can utilise them as retailers in new markets on that
they have planned to expand. Officials are accountable to induce effective communication with
their employees, dealers and stakeholders to instruct them revisited business policy. Customer
management policy of L’Oreal depends upon leaders and managers and due to operation in
different market segmentation it often leads operational confusion to concerning leaders and
managers. This confusion happens due to inefficient communication strategy followed by
employees (Benz et al.2017). In order to mitigate this crisis, officials are required to provide
training of communication to their employees on customer handling and problem solving
techniques.
LO2: Devising communication objectives and justification of integration and
appropriate channel selection.
P2: Designing of communication objectives
Marketing communication can be defined as some techniques which is utilised by an
organisation like L’Oreal in order to propagate promotional messages related to their services
and products. Marketing communication designing experts take part in modulating several
persuasive communications and convey it to their target audiences. Communication vehicle can
be numerous such as written materials e-mail correspondence websites and newsletters. Chaffey
and Smith (2017) opine objectives of specific marketing communication should meet
requirements of creating brand awareness, encouraging actions and educating employees and
customers.
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Figure 2: Communication objectives
(Source: Created by researcher)
● Sales marketing communication: Objectives of promoting particular services or
products of L’Oreal can be accomplished when digital marketers take initiative to
communicate with valuable customers. Effective communication with customers include
launching of new products, introduction or offering of new offerings. This is a proficient
strategy to keep customers involved within L’Oreal and also to encourage them. L’Oreal
can make plans for emailing to customers for making them informed about limited-time
sale offers upcoming offers. Ryan (2016) entails it can also be used in availing them
direct link to buy that product online so that they can immediately make avail that saving
opportunity.
● Providing education and information: Providing valuable information regarding
industry business, services and products of L’Oreal is an integral part of marketing
communication objectives. According to Kotler et al. (2016), principal goal of these
types of marketing communication is to create knowledge or education of respective
business and also expertise of them. It indirectly encourages people so that they can use
in-depth services or products.
● Existing customer retention: Marketing communication can be termed as effective when
it is strategized to retain existing consumers and enhance investment opportunities. As
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per Demil and Lecocq (2015), marketing communication can be better achieved when
reward or credit programmes are availed to customers via marketing mediums such as
direct mail, online advertisements or others. Options for saving customers’ money can
help in increasing business profits for L’Oreal in long run.
● Referrals collected existing customers: Expansion of business through help of retaining
customers is an essential marketing communication objective. Effective communication
with retaining consumers through L’Oreal’s website, email or social media may
encourage them in referring L'Oreal brand. It generates independent sales team which
acts on behalf the company. It can be further strengthened if consumers get reward for
referring new customers.
● Creating brand awareness: Principal objective of communication strategy is to reinforce
brand image of L’Oreal. It can be achieved via consistent messaging or emailing and
commonly utilised graphic design, logo, scheme or colour on each marketing materials
(Järvinen and Taiminen, 2016). A strong identity of L’Oreal brand can be created when
customers can associate image of L’Oreal products and messages.
P3: Justifications for integration and selection of communications
There are several effective communication tools available such as intranet software, info
graphics, vlogs, internal blog, private messaging and project management. Other can be
mentioned as internal discussion forum and meeting management. Selection from this varied
communication channel can be difficult. In spite of selecting one type of communication channel
L’Oreal may look for selecting more than one communication channel to reach out to their
customers worldwide (Järvinen and Taiminen, 2016). Most popular communication channels that
every large scale business organisation looks for are electronic communication, mobile channels
and broadcast media. Integrated marketing communication can be observed as a simple
communication concept. Key concept of integrated communication channel is to look for
whether all types of messages and communications are wisely linked together or not.
As per Benz and Tanner (2017), promotion of a particular services or products of L’Oreal
becomes easier when they are in harmony rather isolated. Integration of communication can be
accomplished in several forms such as data, external, internal, vertical or horizontal integration
(Stephen, 2016). Selection of effective and suitable communication channel is also a challenge
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for L’Oreal. This skin care and cosmetics company must understand the group of customers to
which they are targeting their services or products. Customers are mostly younger and prefer to
spend their time in social media, websites and electronic communication media (Rowley and
Keegan 2017). Hence, L’Oreal must select such communication channel that is spread
worldwide and can be easily accessible from all locations. Integration of communication
channels refers to keeping every employee motivates and informed regarding new innovations
from advertisements. In such a way, entire L’Oreal digital marketing team must work efficiently
to choose and integrate proficient and suitable communication channels.
M2: Communication objectives in regard to organisational business objectives and
marketing communications mix
Specific communication objectives of L’Oreal can be implicated by several strategic ways.
These are advertising personal selling, sales promotion, and public relations and direct marketing
(Benz and Tanner 2017). This can be better explained in terms of communication mix or
promotion mix tool.
Figure 3: Marketing communication mix
(Source: Created by the researcher)
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Tactical elements of marketing communication mix or promotional mix is very crucial in context
of organisational marketing by L’Oreal. All the components of marketing mix is utilised to
pursue marketing objectives and advertising of L’Oreal (Todor, 2016).
Advertising: Advertising can be considered as paid form of promotional ideas and formal
presentation of services or goods by L’Oreal.
Personal selling: Generation of customer relationship and making sales are principal purpose of
personal presentation or selling strategies of L’Oreal (Järvinen and Karjaluoto 2015).
Sales promotion: Selling of particular services or products of L’Oreal can be encouraged
through providing short term incentives.
Public relations: Creating positive and optimistic relationship with valuable customers of
L’Oreal helps in obtaining good corporate images. It is also important in heading off or
managing unfavourable events stories or rumours.
Direct marketing: Retaining customer relationship and immediate responses can be accumulated
from direct form of marketing. Direct marketing is interactive customised immediate and non-
public. It is often suited for superior targeted efforts related to marketing.
D1: Process of adding value by marketing channels, with organisational examples
Direct communication channels helps in selling services or products of L’Oreal directly to
consumers leaving no intermediary level in between. Additional value can also be added to
products by defining product specifications to customers (Karjaluoto et al. 2015). Services or
products must be described in such a way that customers can determine why these products are
different from others. Better communication helps in creating brand and positioning business by
L’Oreal. Selling products through social media enables creating social proof for future buying.
Value can be added to certain products by good marketing because it forges alliances with
relevant and contemporary businesses. In this way, relationship with retaining clients could be
strengthening.
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LO3: Designing content appropriate to communication and channel objectives
P4: Marketing communications plan meeting communication objectives
L’Oreal is considered as one of largest cosmetics and skin care companies with a firm base in
United Kingdom. It is a specific plan to communicate L’Oreal’s marketing or promotional
messages towards their target audiences or customers. Communication strategy is very crucial
because it helps in targeting right customers for appropriate products (Patrutiu-Baltes, 2016).
Without trustworthy communication channel, even advanced marketing strategies fail to achieve
success.
Communication Format Frequency Distribution
Team briefing Restricted internet Daily at 10.00 A.m. Stakeholders and
team with additional
access in order to
secure project
Weekly web bulletin Internal internet Weekly Senior management
and team sponsor
Technical incident
report
E-mail Immediate actions
after incident
IT department,
webmaster
Schedule and budget
detail
Detailed Gantt chart
and spreadsheet
Bi-weekly Senior management,
sponsor
Setbacks and
accomplishments
Intranet and Email Weekly basis Internal stakeholders
Schedule milestones Intranet and Email Weekly Internal stakeholders
Cost to date
milestones
Email and intranet Weekly basis Stakeholders those
are internally
mediated
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