Email can be a powerful marketing channel for e-commerce if you leverage it properly. If you think about it, a customer’s inbox is basically a distraction-free zone you’ve been invited into, giving you more opportunity to capture attention with highly-targeted offers than in any other digital medium out there.
1. L’Oreal chief digital officer Lubomira Rochet on the future of digital marketing
When you think of cosmetics giant L’Oréal, you’re probably not thinking about advocate marketing. But L’Oréal chief digital officer Lubomira Rochet isn’t like the rest of us. Six years into her role at the company, she’s driving the heritage brand’s transition from makeup brand to a digital beauty giant, via savvy advocate marketing strategies. Example? While Rochet admits bigger influencers are still used by the company for content reach, it’s regular consumers that they’re looking towards more and more for innovative advertising with high engagement rates. On top of that, L’Oréal is investing in AR tech and other strategies that are meant to start a conversation with customers and develop referrals and engagement. The key to it all? Consumer centricity. Technology and social media are constantly transforming, but you won’t know what to invest in until you know your customers. Read the full article.
‘Tis the season to spend big money, and marketers and retailers are out in force. Starting in November and running well into January, the spending frenzy will continue. But there are some crucial trends to bear in mind as you make the most of the avid consumer this holiday season. A great deal of focus has been placed on customer journey and experience, moving beyond a previously singular focus on seasonal discounts and product launches. Now, there’s also been significant investment in online and in-store customer experiences, loyalty and referral programs, personalized messaging, and other previously under-utilized marketing tactics. Check out a breakdown of this holiday season’s top marketing trends. Full story