2 Explain how Unilever can use specific online communications tools to reach different target audiences and achieve different objectives. Context Large fast-moving consumer goods (FMCG) organisations such as Unilever, Procter & Gamble or Masterfoods face many challenges when exploiting interactive communications.

This case illustrates some of the following challenges:

The case for interactive spend is less clear than for companies with a transactional online presence since typically no sales can be directly generated online.

Instead, these companies have to assess the role of their interactive communications in generating awareness, brand favourability and purchase intent.

Assessing the optimal amount of investment in digital media on the company web site and third-party web sites relative to offline media is difficult.

Creative executions which work well in TV and print may work less well online. Creative variants may need to be devised to make best use of the digital media.

Some online marketing communications tools such as search engine marketing and affiliate marketing that work well for higher-involvement products are less relevant.

Many of the brands are marketed internationally, so some consistency of messaging across countries is required, but also with a degree of localisation.

We will look at these challenges, and some of the opportunities through looking at different examples of how varied Unilever brands have exploited digital media in different campaigns. Unilever has products in three main areas:

foods, personal care and home care. In 1998 there were no digital media, but in line with the dot-com boom many sites were built over the next five years for different products.

More recently, digital marketing is managed centrally, but elements are included in many campaigns as part of Unilever communications channel planning for its different brands. Response by e-mail, SMS or interactive TV is used to build the database about consumer preferences.

Birdseye develops brand positioning – ‘We don’t play with your food’

If you visit the Birdseye UK site (www.birdseye.co.uk), you will see that the site explains to visitors its core brand proposition through the messaging: ‘We don’t play with your food: Free from artificial flavours and quick frozen to keep nature’s goodness locked in.’