The digital (digital in French) as well as the"e" (for"online presence") in front of many terms (e-commerce, e-marketing…) have become unavoidable in our language. New technologies have transformed our daily lives and those of beauty companies. However, even though we are witnesses and actors of a digital revolution, some fundamentals remain unshakable. By Svetlana Trébulle.
The strategy
Whether you're digital or not, you need a strategy. Yes, it is obvious, but it deserves to be repeated. You must at least have a clear vision of where you want to go and what you want to achieve… Win over new customers? Discover a new product? Create brand loyalty? Demonstrate expertise? Gain visibility? Depending on the objective we set ourselves, different tools will be put in place (digital or not). Interactive shop windows and digital screens were set up by Yves Rocher in October 2013 for the launch of a new product ( watch the video ). The brand wanted to inaugurate a new relationship with its customers. I don't know if the objective set was achieved and if the marketing management was satisfied, but this system deserved to exist. It reached a wider target than usual, the brand demonstrated its modernity, generated interactions on the web, etc.. Digital is not an end in itself, it is a tool at the service of your imagination and your know-how.
Creativity
Digital has certainly enabled brands to become their own media and reach more consumers. Sectors such as luxury goods and cosmetics have a strong marketing culture, brands must …
