Digital Marketing in Lancôme
editDigital marketing is a specific description of marketing activities which aims to achieve goals by applying digital channels which include Internet, social media, mobile phone and etc.[1] Benefit from digital marketing, the targeted market can be identified and satisfied in a short time.[2] Apart from that, digital marketing is also an effective way to build relationship with customers and interact with them on time. Lancôme mainly targets on women in 40s and the group of younger women has become its' new target market.[3]
Social Media Marketing
editSocial media marketing is a method of digital marketing. It is a term that describes the strategy of using social media and websites to promote products or services. [4] Not only Make up, Fragrances and Skin care , but also digital marketing strategy are the key elements of Lancôme's success. Taking advantage of different social media is a pull strategy of digital marketing in Lancôme. Lancôme sets its' offcicial accounts in main current social media platforms include Facebook, Instagram, Twitter, and YouTube as well as launches the Mobile App called 'Lancôme Beauty Chat' and uses them to proceed kinds of marketing activities. Through the use of the Facebook pages as well as Twitter and Instagram, Lancôme aims to connect with and involve customers by promoting events of new products, updating latest status of Lancôme and creating interesting topics [5] The YouTube channels of Lancôme are mainly used to provide the best way to use products for customers, advertise products of the season and share the commercials. Additionally, Lancôme also cooperates with famous YouTubers who are makeup artists like Lisa Eldridge. She has become as the new creative director of Lancôme.[6] The strategy of using YouTubers is similar with celebrity branding. As this type of YouTubers can film Vlogs such as unboxing videos to introduce what the product is and sharing makeup experience of using the product. The Blog page is mainly used to collect and post the information, videos and tips about the world of Lancôme, which can always keep updating the latest fashion trends for customers.
Apart from social media platforms, website is another digital channel that Lancôme mainly uses to achieve its marketing goals. Lancôme launches a new official website with updated online store to improve the experience of customers.[7] The official website is used to promote new products and online exclusive products as well as provide order and delivery services for customers. By using these social media platforms, Lancôme is able to reach the right target audience, communicate the product features with customers and increase its' marketing share.[2]
Recent Compaigns
editIn 2014, Lancôme launched a new marketing campaign which combines a new loyalty program called 'Lancôme Elite Rewards' and social media platforms. This program gives points as the reward to members for sharing on social media. Members can earn points by sharing products or connecting with the brand on Facebook, Twitter and Instagram and they will get discount while getting enough points. [8] Through the combination of giving rewards and social media platforms in this campaign, it would attract more engagement and word of mouth publicity that resulted in the increased effectiveness of digital marketing in Lancôme. [9]
In 2017, Lancôme has partnership with Airbnb and Publicis Worldwide’s luxury agency 133SH to release a new social media campaign for promoting the new Lancôme’s UV expert aqua gel. [10] This social media campaign aimed to reach more young female consumers. They cooperated with three top bloggers, Lancôme sent them to Airbnb homes in three different locations with extreme sun conditions and invited 133SH to film videos for bloggers. The video showcased the effectiveness of the products by the experience of one blogger who explored the effects of the extreme conditions to her skin when applying the products. To spread the message in a further way and interact with the targeted market of 18-25 young Chinese consumers,[11] the campaign was released across different social media and e-commerce platforms like WeChat.
Reference
edit- ^ Chaffey, Dave; Ellis-Chadwick, Fiona (2012). Digital marketing : strategy, implementation and practice (5th ed.). Harlow : Pearson Education. ISBN 0273746103. Retrieved 12 March 2018.
- ^ a b Chaffey, Dave; Smith, Paul Russell (2008). EMarketing EXcellence: Planning and Optimizing Your Digital Marketing. Routledge. ISBN 9780750689458.
{{cite book}}:|access-date=requires|url=(help) - ^ "Targeting younger consumers, Lancôme's new objective". Ohmyluxury. Retrieved 14 March 2018.
- ^ Felix, R., Rauschnabel, P.A.; Hinsch, C. (2016). "Elements of Strategic Social Media Marketing: A Holistic Framework". Journal of Business Research. doi:10.1016/j.jbusres.2016.05.001.
{{cite journal}}: CS1 maint: multiple names: authors list (link) - ^ Saravanakumar, M; SuganthaLakshmi, T (2012). "Social Media Marketing" (PDF). Life Science Journal. 9 (4). Retrieved 14 March 2018.
- ^ Hou, Kathleen. "Lisa Eldridge Is Lancôme's New Creative Director". The cut. Retrieved 15 March 2018.
- ^ "Lancôme makes Web site update based on consumer insights". Mobilemarketer. Retrieved 14 March 2018.
- ^ "Lancôme Gives Points for Social Media in New Loyalty Program". Clickz. Retrieved 14 March 2018.
- ^ Shyu, Maw-Liann; Chiang, Wan-Ju; Chien, Wen-Yuan; Wang, Sheng-Liang (1 July 2015). "Key Success Factors In Digital Marketing In Service Industry and the Development Strategies: A Case Study On Fleur DE Chine At Sun Moon Lake"". The international Journal of organizational innovation.
- ^ "Lancôme partners with Airbnb to roll out social campaign". Marketing-interactive. Retrieved 14 March 2018.
- ^ "兰蔻携手时尚博主联系中国消费者". Marketing-interactive. Retrieved 14 March 2018.