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Nowadays web marketing is important for any business, because it promotes broadly. This is because it reaches people through social networks such as twitter,  facebook and e-mail, which are very popular webs. For organizations, digital identity presents great opportunities. Therefore the business is seen by many people and really helps create clientele. The design development, creation of a web page, adding banner ads and mobile advertizing are great plans for the digital identity of the business strategy.  I chose Nivea which is owned by the German company Beiersdorf as an example by showing its Digital Marketing strategies which it uses to place itself in the real and digital world.

With the digital identity given through Nivea´s facebook page or twitter, they establish trust with people. This is what makes interaction with their web to happen and what keeps information flowing.Creating new ways of reaching people and contacting clients is key to increase brand awareness. Nivea´s pages are regularly updated resulting in good presence.

People are afraid of giving personal information on the web, and this is why it is so valuable to obtain their attention. Digital identity has a lot of value for companies and in a report by The Boston consulting Group in the Liberty Global Policy Series, through a research involving more than 3,000 individuals said that the value created through digital identity is going to be worth €1 trillion in Europe by 2020. Much of this digital identity is offered by social networks such as facebook, twitter or Google.

Nivea created an App called Guía Nivea Sun for iPhone, iPod touch and iPad at the App Store  this helps promote the brand because it is easily available through the phone.  Many people use their phone to search the web, make reservations and buy. The business will be more successful if it is android compatible.

Nivea has a web page which contains broad information about the products, privacy policy, FAQ, a contact section, interesting information, publicity, promotions and the list goes on. At the top and bottom of the page the person has the option to choose from more than 100 countries from all over the world such as English (United Kingdom) for example. This makes the product´s footprint large in the world. Also, all the information is available on one webpage. The public is encouraged to add Nivea on Facebook and twitter because of the amazing promotions such as makeovers, and raffles.  In addition, eye catching interactivepresentations of the products catch people´s attention and therefore will have more likes and tweets. Their Privacy Policy is shown at the top and bottom of the page and they embrace responsibility, transparency, and user control. Plus it makes the reader feel safer to give their information out.

The page has fourteen FAQ´s about general topics concerning Nivea. It is medically certified as being necessary for our skin care. There are also FAQ´s on separate sections, for body care, deodorants, face care, lip care, men´s care and sun care. It is a product which people need and has a doctor’s advice the attention is caught, by informing. In this way the reader understands the products more easily and how interesting and awesome Nivea is. If you want to know more about the product, there is a Q&A WITH DR. SCHRADER section. She gives a detailed explanation on importance of water in skin. Explanation from where healthy skin draws moisture. How water is not enough to moisturize skin and how Nivea products such as Hydra IQ helps the formation of Aquaporins which causes the corresponding proteins to form in the right place. These content areas  is great for the business because they attract users and are free and put your business as a source of knowledge.

They have a wide range of products, they are aimed for women, men and children and their publicity provides skin care and beauty. For the holidays they have created gift packs for this Christmas. All the shops and the products available are shown just by clicking next to the product of your choice. They have a higlights such as  Kids Swim & Play, Children´s Pocket Size or the Nivea Sun Care products which protect and bronze. Also, the products are displayed with images, and underneath, there´s an option of viewing an overview, and how to apply the product and the ratings and reviews. People want to know opinions. The products are rapidly found as there is a search engine at the top right hand side of the page. Exposure on the web is important and having a keyword optimized website which shows the location and product will make your business a 24/h online brochure. Also an easy and straight forward web page such as Nivea´s attracts more people.

Nivea also sponsors which improves the perception of their digital identity as a positive and pro health image. This will get the team´s, friends´s and fan´s  support. Events and marketing promote as seen when clicking in experience Nivea at the home page there are 5 images constantly rotating and the 1st is a competition to win one of 100 NIVEA invisible black and white deodorants. Just by clicking enter now you will have a chance of winning, then, only the details must be entered. The next photo is a monthly subscription to the e-news with a link, where the person is updated about competitions, new products and the latest news. At the bottom of the page there is another subscription gadget to the enewsletter and a follow Nivea on the web link. Facebook is a good tool for a business plan because people tend to trust more easily a product recommended by a friend.

Another image names the last winner of Nivea Soft and gives a link to fashion tips and they put a great starting title “Fashion Ready Skin” this is to celebrate the launch of their new Nivea Soft Pots. Clicking on an image of the products takes you to another page which shows the different types of style from casual to elegant. Once there, you can have more information on the clothes by clicking on them, which makes it fun because it is very interacting with the costumer. On the top of the page there are different sections, including a video of the winners makeover, which is very motivating. There are also photos,  and a comment of her amazing experience with the cream and makeover.

The next section is about Nivea´s 100^th anniversary and they invite us to join their celebration journey to bring you better skincare for life, with photos, videos, stories and more.  By clicking on learn more we are taken to a page filled with pictures of their ads through the years and by clicking on a picture it takes us to various details of historical moments. The attention of the reader is attained by having loyal buyers or friends of the business talk about the product.

Another section of the home page is of Nivea pure & natural where the person is taken on a journey through 4 different countries and this is a great ad because the reader can interact with the images. By clicking on some plants or trees, interesting information appears about the names and ingredients which it contains to better the skin. For example in Asia, by clicking on a beautiful flower, I learnt that it´s ingredient is Burdock and it is a prickly fruit which was used in traditional Chinese medicine. It is a wonderful anti-ageing ingredient and it helps support the skin´s natural regeneration and therefore reduces the appearance of fine lines and wrinkles. This is an interesting and easy way of catching reader’s attention because it is fun and educates in a unique manner.

Bibliography:

(Michalowicz Mike n.d.)(Weinberg Tamar n.d.)(Rose John 2012)  (Black Leyl Master n.d.)(Bordonaro Kimberly n.d.)(Anon n.d.)(Anon n.d.)(Anon n.d.)(Anon n.d.)(Anon n.d.)(Anon n.d.)(Anon n.d.)(Anon n.d.)

Anon, GUÍA NIVEA SUN para iPhone, iPod touch y iPad en la App Store de iTunes. Available at: https://itunes.apple.com/es/app/…nivea…/id385271083?mt… [Accessed December 12, 2012a].

Anon, NIVEA España (NIVEA_ES) en Twitter. Available at: https://es.twitter.com/NIVEA_ES [Accessed December 12, 2012b].

Anon, NIVEA Everyday Body Care – NIVEA. Available at: http://www.nivea.co.uk/products/sets/NBD My Skin Essentials?nvem=/modules-components/ext/en-GB/expertise-modules/NBD My Skin Essentials&nvemt=1 [Accessed December 12, 2012c].

Anon, Nivea Sponsorship Profile | SponsorPitch. Available at: http://sponsorpitch.com/sponsors/533 [Accessed December 13, 2012d].

Anon, Protect & Bronze Sun Lotion – NIVEA. Available at: http://www.nivea.co.uk/products/Sun-Care/protect-and-bronze/Protect-Bronze-Sun-Lotion?nvem=/modules-components/ext/sk-SK/expertise-modules/NSU Protect and Bronze [Accessed December 13, 2012e].

Anon, Pure & Natural trail – NIVEA. Available at: http://www.nivea.co.uk/Experience/ext/en-GB/PureNatural-trail [Accessed December 12, 2012f].

Anon, Resultados de la Búsqueda de imágenes de Google de http://www.mujerglobal.com/wp-content/uploads/2011/04/Nivea_Hydra_Iq_p.jpg.

Anon, Skin care products and advice for Men & Women | NIVEA UK – NIVEA. Available at: http://www.nivea.co.uk/ [Accessed December 13, 2012h].

Black Leyl Master, Getting Started with Twitter Ads for Small Business. Sep 23, 2012 . Available at: http://mashable.com/2012/09/22/twitter-ads-small-business/ [Accessed December 12, 2012].

Bordonaro Kimberly, Recreatable Sample Plan: 3 Steps to Publishing Personal Brand Content | Search Engine People | Toronto. Available at: http://www.searchenginepeople.com/blog/branding-content-sample-plan.html [Accessed December 12, 2012].

Michalowicz Mike, 115 Marketing Strategies For Small Business | Toilet Paper Entrepreneur. April 7, 2009. Available at: http://www.toiletpaperentrepreneur.com/skill-toolbox/marketing-strategies-for-small-business/ [Accessed December 12, 2012].

Rose John, O.R., Bjorn Rober, 2012. The Value of Our Digital Identity. 20-09-2012. Available at: https://www.bcgperspectives.com/content/articles/digital_economy_consumer_insight_value_of_our_digital_identity/ [Accessed December 12, 2012].

Weinberg Tamar, How to Get an Influencer’s Attention » Techipedia | Tamar Weinberg. Available at: http://www.techipedia.com/2010/influencer-attention/ [Accessed December 12, 2012].

Black Leyl Master, Getting Started with Twitter Ads for Small Business. Sep 23, 2012 . Available at: http://mashable.com/2012/09/22/twitter-ads-small-business/ [Accessed December 12, 2012].

Bordonaro Kimberly, Recreatable Sample Plan: 3 Steps to Publishing Personal Brand Content | Search Engine People | Toronto. Available at: http://www.searchenginepeople.com/blog/branding-content-sample-plan.html [Accessed December 12, 2012].

Michalowicz Mike, 115 Marketing Strategies For Small Business | Toilet Paper Entrepreneur. April 7, 2009. Available at: http://www.toiletpaperentrepreneur.com/skill-toolbox/marketing-strategies-for-small-business/ [Accessed December 12, 2012].

Rose John, O.R., Bjorn Rober, 2012. The Value of Our Digital Identity. 20-09-2012. Available at: https://www.bcgperspectives.com/content/articles/digital_economy_consumer_insight_value_of_our_digital_identity/ [Accessed December 12, 2012].

Weinberg Tamar, How to Get an Influencer’s Attention » Techipedia | Tamar Weinberg. Available at: http://www.techipedia.com/2010/influencer-attention/ [Accessed December 12, 2012].