Beauty brands are unsure of the best ways to treat consumers online, especially in social media, where they're afraid of being heavy-handed, reports Sean Hargrave in his article "Unevenly applied" published by NMA (31.07.08)
Until I find a way to attach it, here you have some of the most interesting parts of this article:
ABOUT ONLINE STRATEGY
"Unilever positions itself as a company that has fully integrated digital into its thinking, so much so it's merging its digital division into its communications planning team."
"Some beauty and skincare brands have heen very cautious but digital is at the heart of what we do. We don't have a silo for it, it's not a different department." says Caroline Slootweg, the outgoing director of digital and new media marketing at Unilever UK"
ABOUT TARGETING - MY SPACE
"At hair beauty brand ghd, head of strategy and CRM Sarah Cross claims its MySpace page, which has more than 15,000 friends, is perfect for keeping young women and teenage girls engaged. "We couldn't be further away from Johnson & Johnson," she says. "If your target market is young women who love going out, then you can't get a more targeted audience than that on MySpace".
ABOUT BLOGS
The next stage on communications strategy will encompass blogs. which she believes are fuelling much of the word of mouth online that the brand seeks to tap in to, "Consumers learn about our brands and specific halo products through word of mouth, which is fuelled by the internet, including authoritative beauty blogs. virals and social media. As this is coupled with the personal
nature of communication between individuals, there's an added layer of credibility"
ABOUT MOBILE INTERNET
Aside from a couple of standout campaigns from Estée Lauder and ghd, beauty and skincare brands have done little with mobile marketing, Emma Jenkins, head of interactive marketing at Procter & Gamble, believes this is largely down to the mobile networks iscouraging browsing through charges the public doesn't fully understand. "We're keeping a watching brief on mobile as, while our consumers love their phones and are heavy voice and text users, they're reticent to extend their use beyond this due to concerns over charges," she says. "The mobile industry needs to restore consumer trust in the meditim before we'll see mass adoption of services and activities beyond voice and text. Migration to flat-rate data packages has started but it'll take time before they become standard."
Until I find a way to attach it, here you have some of the most interesting parts of this article:
ABOUT ONLINE STRATEGY
"Unilever positions itself as a company that has fully integrated digital into its thinking, so much so it's merging its digital division into its communications planning team."
"Some beauty and skincare brands have heen very cautious but digital is at the heart of what we do. We don't have a silo for it, it's not a different department." says Caroline Slootweg, the outgoing director of digital and new media marketing at Unilever UK"
ABOUT TARGETING - MY SPACE
"At hair beauty brand ghd, head of strategy and CRM Sarah Cross claims its MySpace page, which has more than 15,000 friends, is perfect for keeping young women and teenage girls engaged. "We couldn't be further away from Johnson & Johnson," she says. "If your target market is young women who love going out, then you can't get a more targeted audience than that on MySpace".
ABOUT BLOGS
The next stage on communications strategy will encompass blogs. which she believes are fuelling much of the word of mouth online that the brand seeks to tap in to, "Consumers learn about our brands and specific halo products through word of mouth, which is fuelled by the internet, including authoritative beauty blogs. virals and social media. As this is coupled with the personal
nature of communication between individuals, there's an added layer of credibility"
ABOUT MOBILE INTERNET
Aside from a couple of standout campaigns from Estée Lauder and ghd, beauty and skincare brands have done little with mobile marketing, Emma Jenkins, head of interactive marketing at Procter & Gamble, believes this is largely down to the mobile networks iscouraging browsing through charges the public doesn't fully understand. "We're keeping a watching brief on mobile as, while our consumers love their phones and are heavy voice and text users, they're reticent to extend their use beyond this due to concerns over charges," she says. "The mobile industry needs to restore consumer trust in the meditim before we'll see mass adoption of services and activities beyond voice and text. Migration to flat-rate data packages has started but it'll take time before they become standard."
thanks, the mobile part is very interesting for my part, i will add a ref to my part in the label, if its ok with you.
ReplyDeleteof course! I put it thinking of you... ;)
ReplyDeleteIs there a link? I need it as a source!!!
ReplyDelete