Impact of digital marketing on sustainable business: Case of the Unilever company

Abstract

Digital marketing, placed on the application of the Internet and digital tools, is one of the means to achieve business sustainability, as well as competitive advantages in the market. This paper presents the basis of the concept of digital marketing, as a new phase in the development of marketing, and its connection with the concept of sustainability. This paper aims to point out how much impact digital marketing can have on business sustainability and the creation of positive business outcomes, shown through the example of Unilever and its Dove brand. The paper analyses the digital marketing activities that this company has undertaken in the development of its Dove brand, which has resulted in its successful positioning in the market, as a brand that is sustainable and socially responsible on the one hand, and profitable on the other.

The Digital Marketing for Sustainable Development

“…Bala and Verma [13] describe it as using digital technologies to create marketing activities based on customer knowledge, thus matching products or services offered with their needs. The Digital Marketing Institute further defines it as "the use of digital technologies to create an integrated, targeted and measurable communication which helps to acquire and retain customers while building deeper relationships with them" [4] (p.17) similarly, Ali and Xia [14] define it as using digital technologies to communicate with stakeholders, such as customers and investors, about the brand, products, and organizational performance. Despite the variations in definitions, it is evident that digital marketing involves leveraging the Internet or electronic devices to connect with customers, increase brand awareness, and lure them into buying promoted products or services.…”

“…Thus, sustainable marketing has become increasingly popular in the business world and marketing research as firms modify their practices to address sustainability issues. However, Jevtić and Milovanović [4] indicate that despite the knowledge connecting sustainability and marketing, a gap showcasing their relationship still prevails. Therefore, this research essay aims to fill this knowledge gap by conducting a systematic bibliometric literature review (LRSB) synthesizing data from 60 studies showcasing the connection between digital marketing and sustainable development.…”