With the pandemic altering consumer behaviour Unilever pivots to digital communication

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 24, 2020, 10:42 AM UTC

The company has entirely halted out-of-home advertising while being cautious with print and other channels.

The UK-headquartered consumer goods giant has been adapting to the pandemic by changing its sales and marketing channels. Unilever has taken a digital-first approach and “eased back” into print, TV and other advertising channels based on the local lockdowns.

The company said it plans to stick with changed strategy even after social restrictions end, as customer behaviour is unlikely to change. As part of the new approach, the company is promoting its Recipedia site, which integrates with Amazon Alexa devices and grocery delivery.

CEO Alan Jope said that apart from the content and media choices, the company has also updated its advertising messages. Unilever has also cut off many of its niche or small and local startup brands while increasing investments in businesses that are better designed for ecommerce.

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