Unilever’s plans to spend more on its digital marketing are part of a bigger undertaking that seeks to help employees develop the skillsets for what Jope described as a “manpower-intensive marketing world.”
That shift reflects the company’s greater presence in emerging markets than in developed countries, unlike some rivals. With more consumers in those emerging markets adopting digital technologies, especially smartphones with data plans, Unilever is responding with its planned investment in people and other marketing resources to connect with customers.