January’s guide to the most interesting things happening in the world of advocacy marketing

The key to bring an industry leader is digital

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.

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