Integrated Marketing Communications Strategy in Dove Real Beauty: Digital Touchpoints and Promotion
Overview
This paper examines Dove Real Beauty Company's marketing strategy, focusing on promotion as the primary single-minded message since 2013. It analyzes the role of digital marketing touchpoints including digital marketing, online advertising, and e-commerce in supporting the company's promotional objectives and customer engagement.
What this coursework covers
- Introduction to promotion as Dove Real Beauty's core marketing strategy
- Digital marketing touchpoints including email, social media, and online advertisements
- E-commerce integration with promotional messaging and customer acquisition objectives
Preview
IMC-Dove-Real Beauty
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Promotion
Promotion is the single-minded message for marketing in Dove-Real beauty company. The company has used the strategy since 2013, and it has proven to be effective. Promotion is a marketing strategy that aims to educate consumers on the importance of a particular product. It is accompanied by bonuses and vouchers that attract customers to purchase products. Dove-Real Beauty Company uses promotion as a single-minded message because it is very persuasive (Kannan & Li, 2017).
Touchpoints
- Digital Marketing
Digital marketing is the most promising form of marketing in the current world. Due to advanced technology, most people have internet access. In this case, it would be economical to use digital marketing since it is cheap and serves many people. Digital marketing entails the use of emails and social media platforms to create awareness for new and existing products. Additionally, digital marketing makes it possible to connect consumers with the right products (Key & Czaplewski, 2017).
- Online advertisement
Online advertisement is close to digital marketing; however, online advertising focuses on selling online content. The objective is to reach all the consumers who have internet access, and it can be achieved through google ads or blogs. It can also be a form of keyword advertising that is effective in connecting consumers with Dove-Real Beauty products (Kannan & Li, 2017).
- E-commerce
Most businesses are using e-commerce to sell the products since it can serve B2B and B2C business enterprises. E-commerce takes the shape of online and digital advertising; however, it is most compelling in terms of customer connection.