Unilever aims to combine content and ecommerce

This event report describes how Unilever, the FMCG company, is improving its ecommerce offering through better functionality, search and content.

Unilever aims to combine content and commerce

Stephen WhitesideWarc

Search engines, brand websites and online retail platforms may not be the most glamorous parts of the digital marketing playbook, but they still sit atop Unilever's list of priorities. "Optimising all these things seems like really basic blocking and tackling; it's actually probably the best use of your time and your money," said Doug Straton, director of the FMCG group's North American Ecommerce Center of Excellence. "It's common sense. And none of the tools are remotely sexy"

Focusing on such channels could conceivably be regarded as lacking in imagination or...

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