Digital Marketing Report: Unilever's Online and Offline Strategies

This report provides a comprehensive analysis of digital marketing strategies, specifically focusing on their application within Unilever. It begins with an introduction to digital marketing and its importance, followed by an overview of online and offline marketing concepts, highlighting the shift tow...Read More

Digital Marketing

Table of Contents
Digital Marketing............................................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview of online offline marketing concept............................................................................3
Determine consumer trends as well as insight which fuel digital marketing..............................4
Key digital tool and hardware......................................................................................................5
Development of ecommerce as well as digital channels while comparing physical channel......7
Marketing plan and strategy........................................................................................................7
Omni channel marketing..............................................................................................................8
Evaluate performance matrix in digital marketing......................................................................9
Set of action to improve performance in digital marketing.......................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
The process of digital marketing is the ultimate use of technology that is taken place by the
organisation in order to sell product range offerings or services. With the access of internet one
can do or perform easily digital marketing. This is act as an effective tool for each organisation it
will provide them maximum reach of consumer towards its product range offerings as well as
services (Bakhtieva, 2017). It will helps them to grow and create more awareness by maintain
competitive advantage. The chosen organisation in this company is Unilever. This is one of the
biggest consumer goods multinational company founded by Alan Jope in 1929. The report aims
towards Overview of online offline marketing concept. It will determine consumer trends as well
as insight which fuel digital marketing. The report involve key digital tool and hardware. It also
involve development of ecommerce as well as digital channels while comparing physical
channel. The report develop marketing plan and strategy along with concept of omni channel
marketing. It evaluate performance matrix in digital marketing as well as set of action to improve
performance in digital marketing.
MAIN BODY
Overview of online offline marketing concept
In recent years more practice has been seen in digital marketing, in order to create large
number of demand across the globe because of its fast influencing power. In parts of UK on an
average out of 100%, almost 90% people are utilising internet. That is why there is a great scope
has been seen in digital marketing (Bamberger, 2020). It is likely to be expected that in
upcoming years more scope will be enhance towards perspective of digital marketing that is why
Unilever is moving its shift towards and concern about foot prints of digital marketing through
advertisement or the use of digital media such as pay per click, social media marketing or SEM
etc. There is detail overview has been discuss in Online and offline market.
Online marketing Offline marketing

 Here the online marketing is popularly
refers as digital marketing. The whole
process consist of internet usage in
order to advertise respective goods and
service through internet. For example-
Social media, website etc.
 This form of marketing is refers as
traditional form of marketing. Here the
advertisement of respective goods and
services can be done through printing
or realising without use of internet such
as radio, billboards etc.
 The respective goods or services gets
advertise for longer period of time
(Barry and et.al., 2018). The reason
behind this as most of the UK people
utilise internet that is why for company
it would be easier to sell their product.
 The advertisement in this form is
limited. High payment has been made
for short time not for the longer period
of time while broadcasting or
advertisement of product.
 In online marketing, targeting potential
audience become easy with the help of
social media like facebook, instagram
that build connection with company
and consumer.
 Here offline marketing, company can
not target mass audience as their reach
is very limited while targeting
audience.
 There is great chance to improve by
organising online feedback with the
help of effective marketing strategy
while promoting goods as well as
services in order to attract more
consumers.
 Here the data is collected that is much
time consuming as feedback gets from
the store where consumer visit. In this
strategy is very slow processing as less
consumer went to store.
 In modern era online removes the effect
of offline marketing. The reason behind
this as more profit is created in offline
platform and rapid consumption of
goods increase.
 The platform of offline are also trying
to shift or involve touch of digital
marketing so that they can also generate
more sales and revenue.

Determine consumer trends as well as insight which fuel digital marketing
The trends in digital marketing are changing with the competitive time as consumer
behaviour or outlook towards digital marketing (Bentley and et.al., 2021). Unilever must keep on
changing or modifying its digital marketing trends with the changing in technology advancement
so that it can easily deal with upcoming changes towards concept of digital marketing. By getting
change or transform in digital trends aid company to create more opportunity in maintain better
relationship among each other. Unilever is UK based company that utilise concept of digital
marketing in its goods and services. There are various types of trends which is discuss below-
Social media trends-The consumer trends as well as insight is moving towards more
social media trends that fuel digital marketing. This type of trends refers to use of social media
that is facebook, instagram, whats app etc. Now days social media comes under the mass
audience capture through which most of the company build own brand and generate awareness
towards product. Consumer also prefer to shop from online as per their convenience. It will uplift
strong bond among company and consumer (Chaisuwan, 2019). This is most beneficial for both
end and act as most cost effective form digital marketing. Here target consumer also compare
brand as per their choice as well as customisation. That is why in modern era it is very important
for company to build online presence on social media in order to generate interest in minds of
consumer and develop its purchasing power.
Ecommerce trends- Another trend has been seen in modern era that is ecommerce trend.
Potential consumer prefer to purchase goods or service from online ecommerce website or from
company original website itself. That is why chosen company must give their first preference to
update its website so that it will grab more attention of target audience and enhance their
purchasing habit towards brand. After that they can also list their product in popular ecommerce
website like Amazon. So that company cab sells its product across the globe and enhances its
revenue level.
Credit purchase- This also act as trending trends as most of people purchase goods on
credit basis then after pay the amount on EMI. So that it will reduce the burden of expense at a
glance, now consumer prefer to pay in instalments (Chung and et.al., 2017). For company it is
also equally benefit as consumer remain attached with the company for longer period of time.

Key digital tool and hardware
Although online mobile shopping it has been seen great substantial momentum in order to
update bricks as well as mortar stores that will facilitates leading revenue with appropriate
generation of channel in terms of foreseeable future. Here in terms of bricks and mortar
marketers are leads to cover leverage by using digital technology in order to improve consumer
shopping experience. It will ensure ability to exceed more consumer experience and expectations
so that company can build differentiate proposition value. The key digital tools in contrast of
bricks and mortar as well as physical channels are as follows-
Clicks and bricks-The great shopping shift has been seen in pattern of bricks- mortar
towards mobile online shopping. It will aid experience of local and physical experience store
through digital channels in accomplishing expectations of consumer to uplift brand and value
proposition.
Tablet technology-Touch screens become more essential for physical store experience. It
will leads towards user engagement as well as deliver interactivity. Tablet turns around into
room of dressing where user get try its product range as per its choice based on preferences. The
consumer can share its experience into other social network and tablets turn around into
interactive mirror (Cunningham, 2019). This technology recognise actual needs and deliver them
customised or personalised services.
Video touch screen- Through video touch screen deliver consumer base to browse more
optimise features with product offerings and items in store for fulfilling propose of revenue
generation.
Digital signage- This will promotes high level of engagement towards store in order to
inspire consumer to connect with brand of company. The digital signage facilitates quick updates
so that consumer generate interest unique offerings of goods and services (Giovannoni, 2020). It
will leads to cover more loyal base of consumer with just in time form of promotions.
Interactive hanger- It will perform in case of hanger pickup by consumer then it
automatically pre programmed with visual media in near by screen so that this will leads to cover
more change background lighting or screen lighting in physical stores.
QR codes-The quick response act as responsive form of mechanism in mobile user.
Through which it ensure at several places like shop window, POS etc so that consumer can

excess more information about respective goods or services. The vouchers of quick response
conduct detail through scanning quickly.
Smart phone coded tags- This will terms as hointer settle in store that allow each
consumer towards tag code on particular product with help of smart phone so that it can fulfil
expectation of consumer.
Development of ecommerce as well as digital channels while comparing physical channel
With the growing competitive edge in market there is great development has been seen in
the ecommerce and digital channels as comparing to physical channel. During the situation of
pandemic people changes their buying purchasing habit. They generate interest towards digital
channels like social media, ecommerce website. On the other hand chosen company also started
to prefer expanding its business through digital platform because of the UK people prefer and
utilise the use of internet at very large scale (Mičík, 2018). That is why most of the development
in ecommerce and digital marketing channels has been seen. The reason for the development is
not use only more use of internet but also carry out numerous benefits that is provided by digital
channel which is not available in the physical channel. With the help of ecommerce or digital
channel consumer and company no need to go in physical store. They can operate global level
and understand what is trending in other segment also (Muljono, 2018). This technique is most
cost effective as compare to physical channel as more conversion rate is deliver as compare to
physical channel and its cost of advertisement is very less where as physical channel cost more.
More consumer attraction or engagement has been experience by company on social media as
people are more active members are taking place on social media and create awareness towards
brand through social media campaign. On ecommerce platform company can evaluate consumer
interest what they are looking for through the use of artificial intelligence. That is not going to
happen on physical channel. Here company can build its unique selling proposition by offering
valuable goods and services to its target audiences while comparing to other competitors brand.

Marketing plan and strategy
The Unilever is one of the leading brand that give much concentration upon its digital marketing
plan or strategy in order to increase its loyal potential consumer. The Unilever mainly focus upon
RACE model that consist of four element upon online marketing designed marketing to support
its brand throughout customer lifecycle. Here the info graphics leads to connect goal in order to
measure.
Reach-The reach consist of generating strong awareness towards the visibility of
respective brand towards product and services with respect of online social media or website.
This will generate more traffic or web present in digital media platform in its main sites as well
as social media account (Pattankar, 2018). This will leads towards maximum reach with the
growing passing years through their multiple interaction using interactive content. The more
touch points will leads to more interactions engagement with multiple channels of digital
marketing.
Act-This is mainly concern with interaction that is different from conversion, interaction,
encouragement towards company social media account and website. The business for Unilever
aims to creation of online lead so they give much concentration upon site visitor. This is essential
move in consumer journey. This will enhance the network of social account so that potential
consumer can found company products and services on its engaging content blog. The actions
comes under that funnel analytics focus upon view product that encourage more participation as
spreading feedback in form of customer review on social media.
Convert-This Will simply leads to cover more conversion to sale from both online and
offline. This will consist more engagement of target audience into paying more efforts to

consumer. The whole payment is done through online payment made on ecommerce ass well as
offline mode.
Engage-It involves long period of time customer engagement along with communication
in order to ensure long healthy and loyal customer loyalty (Pucciarelli, 2017). This will leads to
convert repeat actions of consumer purchase decision. Through effective social media presence
to enhance consumer lifetime value. The repeated action can be measured by effective social
media content. This will leads to measure more percentage of active consumer with proper
recommendation and consumer satisfaction.
Omni channel marketing
The Omni channel of marketing mainly consist of developing more influencing strong
name of brand with its presence on multiple online account or channels just like website, social
media, whats app, email etc. along with the channel of offline that involve store, call centre etc.
This channel facilitates more positive and faultless experience in minds of consumer journey.
But most the potential consumer deliver bad experience in review or ratting that is why word of
positive and faultless act as more vital (Spyra, 2019). That is why it hard for Unilever to win
more base of loyal consumer. Here the strategy of Omni channel plays essential role in
developing more effective marketing strategy to strengthen positive and serious type of
experience in order to improve experience of consumer journey process. Here Omni channel is
most important marketing strategy that develop consumer lifecycle in more positive way. As per
the increasing interest of digital marketing company marketers prefers to make perfect use of
Omni channel that is multichannel marketing. It will leads to combine perfect use of personalise
and customised experience. THE marketing channel of Omni use digital marketing tools with
tradition channel of marketing to deliver suitable message to improve more consumer
engagement that support online selling as well as store shopping.
Evaluate performance matrix in digital marketing
The digital marketing KPI or performance metrics are developing more values that is
utilise bt marketing team in order to measure or track actual performance of Unilever in their
marketing campaign. This is most effective tool that promote wide variety of product and
services as well as track actual outcome. The may be turned as time consuming but it is result
oriented and time consuming. While generating digital marketing KPI, this is most effective tool

that leads to cover more target and goal so that they can measures (Torres, 2018). The best
digital marketing performance metrics of Unilever is given below-
Web traffic sources- The source of web traffic is most important to measure performance
metrics. It can be done be examine where and from what type of digital channel generating more
traffic to the web source. In Unilever social media digital marketing channel is most generating
lead on web traffic source.
Brand awareness- Most of the time due to high and effective marketing campaign content
Unilever develop more brand awareness across the globe. company performance is high in
creating brand awareness.
Cost per head- Unilever cost per head is moderate as their performance is cost effective
and create more revenue.
Website traffics leads- The traffic website leads are more high as compare to other brand
because they adopt latest technology to grab attention of maximum consumer and convert more
leads.
Returning visitors- The amount of returning visitors are less as per analysis as most of the
consumer purchase at least some amount of goods and services.
Online conversion rate-The rate of online conversion is high as Unilever successfully
develop interest towards company products through effective strategy of digital marketing.
Lead conversion rates-They achieve high conversion rate as per performance matrix with
ecommerce website and social media.
Click thru rate-It has moderate click thru rate as sometime some consumer visits for
checking product range.
Customer lifetime value- Unilever successfully deliver more high volume of customer
lifetime value for long period of time with its effective and productive service to retain its loyal
consumer base.
Set of action to improve performance in digital marketing.
The set of actions are very essential as the environment of digital marketing is keep on
changing. Here are some set of actions that enhance the digital marketing performance of
Unilever.
Focus upon rate of conversion not leads as this is most essential pillar to improve digital
marketing strategy (Uşaklı, 2017). It can be happen by understanding potential consumer or

spending large engagement of time so that company will target specific audience for more
conversation rate.
 Focus on developing long term value so that all efforts of marketing will turn into
company benefit. Each strategy of digital marketing must leads towards due diligence by
effective marketing campaign into long term value provide to maintain its loyal and
potential consumer base. Marketers must position is such way by spreading good idea to
understand reality of actual plan with technology exponential pace while making decision
upon long revenue impact.
 More focus on customer service by enhancing regular engagement on post of social
media through multiple channel of digital marketing Unilever must build bond or
relationship so that they can deliver brand conscious consumer effective and influencing
services. Through this they can achieve more success with the help of integrated Oni
channel service.
 Unilever must develop influencing buying journey, for this they need to analyse its target
audience in depth then personalised or customised their service as per specific audience
demands and needs.
 Company need to refine its digital marketing strategy and process as per the changing
trends occurs in consumer insights.
CONCLUSION
From the above report it has been concluded that modern consumer are internet friendly that is
why each organisation is shifting towards foot prints of digital marketing. The digital marketing
provides numerous productive option to organisation for enhancing its brand and improve
consumer base. This is the main reason why practice of marketing is adopted by every single
entrepreneur or company as through implementation of digital marketing aids them to generate
interest and effectively target mass audience.

REFERENCES
Books and Journals
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Chaisuwan, B.N., Chantamas, M. and Prasongsukarn, K., 2019. Consumer persona:
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Explorations of Consumer Culture and Its Impact on Individuals and Society (pp. 173-195). IGI
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Chung, A.Q. and et.al., 2017. Managing an organisation’s social media presence: An empirical
stages of growth model. International Journal of Information Management, 37(1), pp.1405-1417.
Cunningham, S. and Craig, D., 2019. Social media entertainment. New York University Press.
Davis, J., 2017. Measuring marketing. De Gruyter.
Giovannoni, E., 2020. Digital Marketing Planning. Chasefive. com.

Mičík, M. and Mičudová, K., 2018. Employer brand building: Using social media and career
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