Dove is a personal care brand owned by Unilever originating in the United Kingdom. Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. Dove is primarily made from synthetic surfactants, vegetable oils (such as palm kernel) and salts of animal fats (tallow).
Dove is a personal care brand owned by Unilever originating in the United Kingdom. Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. Dove is primarily made from synthetic surfactants, vegetable oils (such as palm kernel) and salts of animal fats (tallow).
Overview of dove real beauty skecthes campaignSYED SOHAIL
In this PPT it has clearly shown that how Dove used there creative thinking to promote their product and USP. one of the best part of dove is always showcase that it is for mosturising soap and they also given real examples by conducting different campaigns..
Overview of a case study regarding 2 of the most complementary brands of Unilever namely Axe and Dove and how Unilever used personal marketing to win respective target audience.
Overview of dove real beauty skecthes campaignSYED SOHAIL
In this PPT it has clearly shown that how Dove used there creative thinking to promote their product and USP. one of the best part of dove is always showcase that it is for mosturising soap and they also given real examples by conducting different campaigns..
Overview of a case study regarding 2 of the most complementary brands of Unilever namely Axe and Dove and how Unilever used personal marketing to win respective target audience.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Explore the world of beauty and glamour with our presentation on Maybelline New York! Dive into the history of this iconic cosmetics brand, discover their innovative product range, and learn about the latest beauty trends they're setting. From makeup tips to skincare secrets, this presentation is your ultimate guide to Maybelline's commitment to making beauty accessible to all. Join us on a journey through the colors, creativity, and confidence that define Maybelline New York!
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Unilever
1.
2.
3. Unilever is a leading global manufacturer of packaged
consumer goods, operates in the food, home and
personal care sectors of
the economy.
Present in around 100 countries in the world and
employs 223,000 people.
Annual sales of £2.5 billion.
5. ABOUT AXE
• Most popular male grooming brand in the world
• Launched in 1983
• Unilever’s best seller
• Considered cool, fashionable and stylish
• Target Audience: Youth aged 15-30
• Available in more than 60 countries
• World leader in male toiletries
6. MARKETING STRATEGY
• Uses sex and humor for attraction
• Targets 15-30 year old people
• Improvement in appeal to the opposite sex
• Strategizes through effective media use
• Shows skinny guys attracting beautiful girls
• Makes brand more approachable
7. APPEALING CATCHPHRASES
•Find your magic
•Make love not war
•Even angels will fall
•Bom chicka wah wah
•The cleaner you are, the dirtier you
get
8.
9. EFFICIENT USE OF MEDIA
• Edgy online videos attract young people
• Advertised only on male dominated channels
like NYC, ESPN etc.
• Partners with NBA and NCAA which draw
young males
• Uses Facebook, Twitter and chat rooms
• Endorses popular and well known faces
• Ads on Playboy, Maxim etc.
10. CONCLUSION
• The company launches a new fragrance
every year
• Refreshes its online communications
constantly
• Today, the brand is the most popular male
grooming brand
11. ABOUT DOVE
• Women’s personal care brand
• Originated in 1955
• Completely different from Axe
• Connects with women differently
• Products include: antiperspirants/deodorants, body
washes, beauty bars, lotions/moisturizers, hair
care, and facial care products.
12. MARKETING STRATEGY
• Started Seven Day Dove challenge
• Attracted women to try Dove at least once
• Launched campaigns like Real Beauty, Choose
Beautiful, Let’s break the rules of beauty, Ad
Makeover etc.
• Appealing taglines like ‘You are more beautiful than
you think’, ‘No wonder our perception of beauty is
distorted’ etc.
• Released a series of films and movies
13. REAL BEAUTY CAMPAIGN
• Study revealed only 2% women considered
themselves beautiful
• Campaign celebrates women of all age, shapes,
sizes and color
• Phase 1- Asking consumers about the looks of
women
• Phase 2- Featured confident images of women
• Campaign touched many women worldwide
14. PRO-AGE CAMPAIGN
• Featured older, nude women
• Asked questions like ‘Does beauty have an
age limit?’
• Company got positive results immediately
• Heard positive feedback from its older
consumers
15. FILMS AND MOVIES
• Released 3 short films: Evolution, Onslaught and
Sketches
• Evolution won both Cyber and a film Grand Prix
Award and became an instant hit
• Onslaught showed a young girl and the promises of
Dove’s products
• Sketches became the most watched video
advertisement in its first year alone
16. CONCLUSION
• Dove’s campaigns have effectively targeted
their customer base
• Used personal strategies and spot-on
messages
• It has focused on promoting positive self-
esteem among women
• Sales have jumped from $2.5 billion to
$4billion
17. Question 1: What makes personal
marketing work? Why are Dove and Axe
so successful at it?
Personal dialogue and interaction between the consumers and the company plays an
important role in maintaining a strong bond and ensuring marketing success. This also
helps the company in testing alternative media and message to find the most cost-
effective approach. Thus, personal marketing can help a company to communicate with
its customers and try to solve their problems.
Dove and Axe, both are very famous, profitable and successful brands of Unilever and
have used personal marketing effectively. Both the brands use social media efficiently to
connect with their customers and reach out to them. Unilever understands the
importance of personal marketing and targets people accordingly. Both are so successful
in it because they use the unconventional media in a very unique and effective way for
advertising themselves.
18. Question 2: Can personal marketing go
too far in a company? Why or why not?
Unilever is one such company who sells a variety of products and goods like
food, home care and personal care stuff too. Its method of marketing is very
unique. It takes the help of personal marketing and advertising. By these
practices company can manage brand status and become unique among target
market. Unilever highlights the example of Dove and Axe inter-brand
relationship works. Both the product’s marketing says how they look and feels
which build people’s confidence and self-esteem. All in all Unilever emphasizes
on its marketing and awareness of its brand and mission which shows long
term planning. Personal marketing allows marketers to uniquely target
different customer segments. Dove and Axe used Websites, Advertisements
and Sponsorships to target the right customers at the right time.
19. Question 3: Is there a conflict of interests in the
way Unilever markets to women and young
men? Is it undoing all the good that might be
done in the “Campaign for Real Beauty” by
making women sex symbols in Axe ads? Discuss.
I don’t think there is any conflict of interest in the way Unilever
markets to women and young men. It is equally fair to both the
genders. Speaking about Axe, I just believe that the company can
use some other strategies and tactics to advertise its products to
the young men. The advertisements and marketing strategies
that they use can sometimes be misleading to young men.
Instead of putting women as a sex symbol, they should definitely
think of something else to promote their product.
20. SUMMARY
• Unilever’s most successful brands, Axe and Dove, both
used personal marketing to advertise their products.
• Both the brands have had clever marketing strategies and
targeted the right customers at the right time
• Effective usage of unconventional media and internet also
added to their success
• Although the Axe and Dove campaigns have both sparked
much controversy and debate, they couldn’t be more
different.