MKT525 Digital Marketing Tactical Execution - Assignment Solution

Presentation and Script

Introduction

In this presentation, I will explore the digital marketing tactics that Dove can use to achieve its marketing objectives and stay ahead of its competitors. But first, I want to examine these three questions which are important in establishing a foundation for this discussion. It is in the best interest of the class to have a clear understanding of the organisation that I will cover and provide a roadmap that will help us stay in focus on our discussion.

What is Dove? 

Most of us know dove as a bird associated with the symbol of peace or a religious meaning based on Christianity. However, the dove that I am discussing is a cosmetic company based in the United Kingdom. Unilever developed Dove as a personal care brand in 1957 to focus on the provision of beauty products. The company is founded on the belief that beauty is multidimensional implying that we should take care of ourselves regardless of age, body shape and size, skin colour or hair texture. The company manufactures products that drive an authentic, unique, and real brand for men and women. For example, the Beauty Bar is an iconic product of the company that sold in the United States becoming the number one Dermatologist Recommended brand in the US, Canada and France. Today, Dove serves over 80 countries targeting both men and women. The company has a brand value of 5,821 (US $ millions) and defines itself as “an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves”.

Why is this presentation important?

As established in assignment 1, in the buyer persona profile, Dove customers are individuals that utilise the internet to get information about the brand including relying on customer reviews to inform their purchasing decisions. We noted that Dove customers read beauty blogs to obtain expert recommendations and access the internet for user reviews in social media. For this reason, this presentation is important as it will illustrate the tactics that Dove can use to maximise its online presence, attract new customers, and retain the existing ones using its online platforms. Therefore, the presentation will examine various ideal digital marketing strategies that will yield maximum results for the company.

What digital marketing tactics are appropriate?

Although there are many digital marketing techniques, Dove should focus on the following tactics:

1. Content Marketing
2. Search engine marketing and SEO
3. Social media marketing (Facebook and Instagram)
4. Marketing Automation
5. Influencer marketing

Why Digital Marketing?

Transition

Technology has evolved and many companies are creating a competitive edge through effective utilization of the internet. It is important to examine why Dove requires digital marketing tactics by examining the behaviour of its target market and consumers as well as the opportunities that come with digital marketing. Additionally, it is important to explore how the use of digital marketing will help in addressing the threats identified in the SWOT Analysis completed in assignment 2.