{"id":5462,"date":"2017-02-27T12:53:13","date_gmt":"2017-02-27T11:53:13","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=5462"},"modified":"2020-06-22T11:53:36","modified_gmt":"2020-06-22T09:53:36","slug":"estrategia-marketing-digital-unilever","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/estrategia-marketing-digital-unilever\/","title":{"rendered":"La estrategia de marketing digital de Unilever"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-3689409597\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/estrategia-marketing-digital-unilever\/\" data-essbisPostTitle=\"La estrategia de marketing digital de Unilever\" data-essbisHoverContainer=\"\"><p>Cerca de 9.000 millones de d\u00f3lares explican qu\u00e9 hace <strong>Unilever<\/strong> con el <strong>Marketing Digital<\/strong>. La empresa multinacional (mitad Brit\u00e1nica, mitad Holandesa, que fue creada en 1930 tras la fusi\u00f3n de Margarine Unie, compa\u00f1\u00eda de margarina -Holanda- con Lever Brothers, fabricante de jabones -Inglaterra-).<\/p><div class=\"blogs-contenido\" id=\"blogs-3388811320\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>Ya en 2015, lideraba los mayores crecimientos de <strong>venta online<\/strong> en Europa, a un ritmo del 40% anual ha ido aumentando su cuota de ventas a trav\u00e9s de la red.<\/p>\n<h2>La venta&nbsp;online de Unilever en Espa\u00f1a<\/h2>\n<p>Abri\u00f3 su <strong>e-commerce<\/strong> en <strong>Espa\u00f1a<\/strong> en 2013 a trav\u00e9s de la empresa de ecommerce, o super online, Ulabox. Con marcas como Axe, Dove, TRESemm\u00e9, Skip, Flora, Ligeresa, Mimosin, Frigo, Knorr, Tulipan, Hellmann&#8217;s, etc., no le fue nada dif\u00edcil empezar su venta online.<\/p>\n<p>Toda la estrategia e inversi\u00f3n volcada en el marketing tradicional le vino muy bien para los consumidores que se hab\u00edan convertido en online, pudiendo adaptar su estrategia de marketing online a \u00e9sta.<\/p>\n<p>Pronto comenz\u00f3 a ver que pod\u00eda ganar m\u00e1s consumidores lanzando su propio portal de descuentos, mezclando descuentos con la tienda online.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-3365936429\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>Fue creciendo a un ritmo muy elevado como ya se ha comentado. Actualmente la venta online contin\u00faa en otros pa\u00edses de Europa, pero en Espa\u00f1a cerr\u00f3 como tal, aunque contin\u00faa vendiendo sus productos en el mismo super online.<\/p>\n<h2>Estrategia de Marketing Digital de Unilever<\/h2>\n<p>Su marketing digital lo centra en su propia comunidad de marca, <a href=\"http:\/\/www.unileverytu.es\/\">Unilever y T\u00fa<\/a>.<\/p>\n<p>Ese portal de descuentos fue evolucionando, pasando a ser una comunidad de marca propia, un club de consumidores de marca.<\/p>\n<p>La estrategia se ve\u00eda clara. Sus productos en el mundo <strong>online<\/strong> casi se venden solos. Sus esfuerzos en marketing, siendo el digital un casi un 25% del total, se centran ahora en su propia comunidad, Ads y SEO\/SEM.<\/p>\n<p>Alrededor del 11% del presupuesto total, el 45% en digital, se va directamente a motores de b\u00fasqueda. Una simple b\u00fasqueda nos har\u00e1 ver que los primeros resultados de la SERP son p\u00e1ginas propias, no se encontrar\u00e1 -casi- ning\u00fan enlace a un super online.<\/p>\n<h2>Alianzas estrat\u00e9gicas<\/h2>\n<p>Visto que no ten\u00eda sentido mantener una tienda de venta online propia, lo que hace es buscar aquellas sinergias que le puedan dar mayor visibilidad online a trav\u00e9s de <strong>startups<\/strong> de corte tecnol\u00f3gico enfocadas al gran consumo.<\/p>\n<p>Un ejemplo ha sido la adquisici\u00f3n en 2016 de \u00abDollar Shave Club\u00bb,&nbsp; plataforma que ofrece productos tales como hojas de afeitar, espuma para afeitar, \u00abafter shave\u00bb, o productos de peluquer\u00eda. Un servicio de env\u00edo recurrente para el hombre.<\/p>\n<p>Y todo lo crea alrededor de su propia comunidad de marca, donde invierte menos y donde le da mayor ratio de inversi\u00f3n.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-2669386877\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>El resto de plataformas sociales son un canal de publicidad, invierten y tratan a las <strong>redes sociales<\/strong> como si de los medios tradicionales se tratase. Su propio portal no solo se centra en ofrecer descuentos o cupones a los usuarios registrados.<\/p>\n<p>Adem\u00e1s, cuenta con secciones dedicadas, ofrecer trucos, consejos \u00fatiles, y la denominada <em>\u00abEn nuestras manos\u00bb,&nbsp;<\/em>secci\u00f3n que pone en marcha sus pol\u00edticas de responsabilidad social corporativa. Todo para conocer mejor a sus consumidores y fidelizarlos bajo la propia marca.<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/estrategia-marketing-digital-unilever\/\" data-essbisPostTitle=\"La estrategia de marketing digital de Unilever\" data-essbisHoverContainer=\"\">","protected":false},"author":9,"featured_media":5472,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[1],"tags":[1143,27,309],"class_list":["post-5462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria","tag-consumidores","tag-marca","tag-venta-online"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - 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Inform\u00e1tico, vendedor, gestor, director y emprendedor. Un multidisciplinario reconvertido en empresario -con los tiempos que corren-. Su formaci\u00f3n le ha dado la oportunidad de realizar sus sue\u00f1os. Se ha puesto como misi\u00f3n ayudar a conseguir metas y cubrir necesidades de los dem\u00e1s, crear valor, diferenciarse, transmitir su conocimiento y evolucionar. Su lema es \"Buscando las conexiones futuras\".","sameAs":["https:\/\/x.com\/https:\/\/twitter.com\/JordiTorregrosa"]}]}},"publishpress_future_action":{"enabled":false,"date":"2026-10-01 16:43:33","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/posts\/5462","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/comments?post=5462"}],"version-history":[{"count":1,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/posts\/5462\/revisions"}],"predecessor-version":[{"id":10146,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/posts\/5462\/revisions\/10146"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/media\/5472"}],"wp:attachment":[{"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/media?parent=5462"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/categories?post=5462"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/tags?post=5462"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}