Digital Marketing And Social Media Project : Dove

The use of social media marketing has become a standard way in which organizations advertise their products or services. Social media marketing allows consumers to have immediate access to other consumers reviews or to post a review about a product or service. There is engagement between the company and the consumer (Evans, Dave 2010). Social Media emerged in the late 1980’s when websites such as Prodigy, Compuserve and America Online. Prodigy was first of it’s kind and was known as a ”consumer online service”. Half of the page is devoted to advertising. Facebook, Twitter, Myspace, Hi5, Bebo and Orkut are all social media platforms that are utilized as platforms today.

In “The Fashion Industry: Free to be an Individual” by Hannah Berry, Hannah emphasizes how social media especially advertisements pressure females to use certain product to in order to be considered beautiful. She also acknowledges the current effort of advertisement today to more realistically depicts of women. In addition, these advertisements use the modern women look to advertise products to increase women self-esteem and to encourage women to be comfortable with one’s image.

The definition of true beauty continues to evolve as generations pass and new ones emerge. Ulta Beauty, a popular cosmetic store, sells products with the aim to make women feel confident in their skin. Their use of advertisements helps spread the word about new, improved product lines and reach out to potential buyers. Selling makeup is the obvious goal of a cosmetic store, but the kind of consumers they attract and how varies between different franchises. When a company displays their products in one shot instead of in a commercial, the task of conveying the message becomes harder. Ulta Beauty persuades women to purchase their products by pointing out buyers’ insecurities while still appearing to promote empowering feminist values.

Since the mid to late 1900’s, the advertising industry has taken off and found new ways to persuade consumers to purchase products. As is the case with most things nowadays, social media has been a monumental part in the above mentioned forward progression the advertising industry has faced. Therefore, given the modern day advances of technology, social media and advertisers have found it increasingly more easy to join forces along the journey of fusing consumers into one massive cache. However, regardless of new advances, analysts have made an abundance of shocking discoveries that besmirch advertisers and their work in recent decades. As Jack Solomon wrote in his article, “Masters of Desire: The Culture of American Advertising”, “if

The last research method used was an interview with John D. Smith, Marketing Director of Fisher Products. The company Fisher Products has had tremendous success using the social media marketing strategy. John D. Smith was interviewed because of his pioneering effort in the use of social media for advertising. A 30 minute interview was conducted with questions pertaining to the company’s use of social media and their

The roots of social media stretches further than we can imagine. Although it seems like a new trend, sites like Facebook and Instagram are the outcome of many centuries of social media development. Woman today have noticed and have admitted that their purchasing decisions are highly influenced by social media since gaining access to online, its been even more easier than ever with thousands of online shops, youtube videos and beauty guru’s at the palm of their hands, exploring and buying can be as easy as one tap.

The result was a commercial called “Choose Beautiful”. The commercial detailed how women in today’s society perceive their own beauty, which Dove used as a persuasion tool to to market their line of “beauty” products. For the commercial to be effective, Dove relies on women measuring their worth by their physical

Dove gives the message ‘You are beautiful to way you are’ to all women to show that they are valuable. Also company tries to make women encouraged in order to believe what they say in their

Despite the fact that we’re already in the 21st century, society continues to show signs of progress and development strongly leaning towards the direction of advancement, constantly evolving. This pattern is no different from the world of advertising, as it has also evolved through the years and quite recently an unexpected technological innovation took the world by storm. It made such a tremendous impact that eventually led to the transformation of traditional marketing, and it’s no other than social media that we all learned to love.

The product line of Dove Pro-Age is being advertised in the commercial. It is also advertising the product as an anti-aging product gearing towards the elder target market. The salient features are the nude women who are presented in the ad and the text “too old to be

The Dove campaign for Real Beauty was the brainchild of Ogilvy & Mathers, Edelman Public Relations and Harbinger Communications (to be referred to as simply Ogilvy) and the project was known as the “Evolution” campaign. The marketing campaign began in 2004 under the corporation known as Unilever. This diversified conglomerate is the parent company to the Dove Company’s line of beauty and body products. The campaign began as a result of survey conducted in which only 2% of women believed they were “beautiful.” Unilever saw an opportunity to reach a saturated market from a fresh perspective. After hiring Ogilvy, the message grew into one of the most successful advertising campaigns in Unilever’s storied history.

Dove launched advertisements and campaigns which showed everyday women with different looks and figures which was not perfect as per the traditional stereotypes. But the campaigns focused on the beauty of these women. The main aim of this strategy was to make every woman “feel good about herself”. A strong emotional connect is what the company wanted to establish by these marketing campaigns. These campaigns helped increase the self esteem of women who did not fit the tall, blonde and thin stereotype. This made the company establish a connection with majority of the women. Other innovative ideas were also part of Dove’s strategy over the years. A video known as “Dove Real Beauty Sketches” is one of their most celebrated ads with over 55 million views on Youtube. Dove success lies in the fact that it is never stagnant. It continuously evolves itself and aligns its strategy as per the market requirement. It has also used women from all age groups while promoting their products thereby ensuring a reach to higher number of people. It has also worked to keep its product line small. It has also reduced the number of products from 1600 to only 400. This showed that constantly updating your strategy as per requiring is a pre requisite for success

Dunleavy’s team used technology in innovative ways to launch the website campaignforrealbeauty.com, online vote casting, chat rooms, electronic billboards and mobile marketing events. The use of technology to market is becoming increasingly popular and Dunleavy should continue to be cutting edge in this category. The website chat rooms will give light to what women want in products and it will also develop a database to help accessing the target market preferred with mass advertising.

After having analysed what the 50 women had to say in the Pilot study, the following Methodology was adopted for the final study. Quantitative Methodology with the Survey was considered the most feasible method for the present study. It is less oriented towards representatives and more towards finding associations and explanations, less towards description and more towards prediction, less lightly to ask ‘how many’, than ‘why’ and what goes with ‘what’.

Promotions in the marketing mix of Dove: Dove has strong brand awareness in the consumer market because of Dove’s branding and advertising. Marketing policies are the reason why Dove gets success. Campaigns and advertisement improve the brand image and build a positive impact on consumers’ minds (Bhasin, 2016). Dove’s advertisements are aired on various channels of television and radio. Dove has advertisements in newspaper, magazine, and billboards as well. Dove used an unusual promotional strategy for the products. Dove decided to use the ordinary women who look extraordinary after using Dove products in the advertisement rather than celebrity. Dove created a good customer base with the “Real Beauty” that the context about confidence in the advertisement (Bhasin, 2016).