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Digital Marketing in Lancôme

Digital marketing is a specific description of marketing activities which aim to achieve goals by applying digital channels which include Internet, Social media, Mobile phone and etc.^[1] With the use of these digital channels, digital marketing contributes to help marketing activities in order to improve customer knowledge by matching their need.^[2] Benefit from digital marketing, the targeted market can be identified and satisfied in a short time.^[3] 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.^[4]

Social Media Marketing

Social 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. ^[5] Make up, Fragrances and Skin care are the key elements of Lancôme's success. Besides, digital marketing strategy is a key part that constructs the success as well. Taking advantage of different social media is one of the digital marketing strategies of 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. These social media platforms all have their roles. Through the use of the Facebook pages as well as Twitter and Instagram, Lancôme aims to connect with and involve customers by promoting events, sharing latest information and creating interesting topics.^[6] 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. 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, Website is the another main digital channels that Lancôme uses to achieve its marketing goals. In order to simplify the experience of online shopping, Lancôme launches a new official website with updated online store for better reflect the expected experience of consumers.^[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 enlarge its' marketing share. This can be seen as a pull strategy of digital marketing.

Recent Activities

In 2017, Lancôme has partnership with Airbnb and Publicis Worldwide’s luxury agency, 133SHto release a new social media campaign for promoting the new Lancôme’s UV expert aqua gel. ^[8] This social media campaign mainly aimed to reach consumers in an authentic way. Cooperated with 3 top bloggers, Lancôme sent them to Airbnb homes in three different locations with extreme sun conditions and invited 133SH to film videos for one blogger of her exploring experience without concerns about the the effects of the extreme conditions to her skin by applying the new product. This video showcased the effectiveness of the products. To spread the message in a further way and interact with the targeted market of 18-25 young Chinese consumers,^[9] the campaign was released across different social media and e-commerce platforms like WeChat.

Reference

^ Chaffey, Dave; Ellis-Chadwick, Fiona (2012). Digital marketing : strategy, implementation and practice (5th ed.). Harlow : Pearson Education. ISBN 0273746103. Retrieved 12 March 2018.
^ Chaffey, Dave. "Definitions of Digital marketing vs Internet marketing vs Online marketing". Smart Insights. Retrieved 13 March 2018.
^ 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.
^ "Lancôme makes Web site update based on consumer insights". Mobilemarketer. Retrieved 14 March 2018.
^ "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.

[1] Chaffey, Dave; Ellis-Chadwick, Fiona (2012). Digital marketing : strategy, implementation and practice (5th ed.). Harlow : Pearson Education. ISBN 0273746103. Retrieved 12 March 2018.

[2] Chaffey, Dave. "Definitions of Digital marketing vs Internet marketing vs Online marketing". Smart Insights. Retrieved 13 March 2018.

[3] Chaffey, Dave; Smith, Paul Russell (2008). EMarketing EXcellence: Planning and Optimizing Your Digital Marketing. Routledge. ISBN 9780750689458. {{cite book}}: |access-date= requires |url= (help)

[4] "Targeting younger consumers, Lancôme's new objective". Ohmyluxury. Retrieved 14 March 2018.

[5] 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)

[6] Saravanakumar, M; SuganthaLakshmi, T (2012). "Social Media Marketing" (PDF). Life Science Journal. 9 (4). Retrieved 14 March 2018.

[7] "Lancôme makes Web site update based on consumer insights". Mobilemarketer. Retrieved 14 March 2018.

[8] "Lancôme partners with Airbnb to roll out social campaign". Marketing-interactive. Retrieved 14 March 2018.

[9] "兰蔻携手时尚博主联系中国消费者". Marketing-interactive. Retrieved 14 March 2018.

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 ===Recent Activities===
-In 2017, Lancôme has partnership with [[Airbnb]] to release a new [[social media]] campaign for promoting the new Lancôme’s UV expert aqua gel. <ref>{{cite web|title=Lancôme partners with Airbnb to roll out social campaign|url=http://www.marketing-interactive.com/lancome-partners-with-airbnb-to-roll-out-social-campaign/|website=Marketing-interactive|accessdate=14 March 2018}}</ref> This [[social media]] campaign mainly aimed to reach consumers in an authentic way. Cooperated with 3 top bloggers, Lancôme sent them to [[Airbnb]] homes in three different locations with extreme sun conditions and invited [[133SH]] filmed videos for one blogger of her exploring experience without concerns about the the effects of the extreme conditions to her skin by applying the new product. This video showcased the effectiveness of the products. To spread the message in a further way and interact with the targeted market of 18-25 young Chinese consumers,<ref>{{cite web|title=兰蔻携手时尚博主联系中国消费者|url=http://www.marketing-interactive.com/兰蔻携手时尚博主联系中国消费者/|website=Marketing-interactive|accessdate=14 March 2018}}</ref> the campaign was released across different [[social media]] and [[e-commerce]] platforms like [[WeChat]].
+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. <ref>{{cite web|title=Lancôme partners with Airbnb to roll out social campaign|url=http://www.marketing-interactive.com/lancome-partners-with-airbnb-to-roll-out-social-campaign/|website=Marketing-interactive|accessdate=14 March 2018}}</ref> This [[social media]] campaign mainly aimed to reach consumers in an authentic way. Cooperated with 3 top bloggers, Lancôme sent them to [[Airbnb]] homes in three different locations with extreme sun conditions and invited [[133SH]] to film videos for one blogger of her exploring experience without concerns about the the effects of the extreme conditions to her skin by applying the new product. This video showcased the effectiveness of the products. To spread the message in a further way and interact with the targeted market of 18-25 young Chinese consumers,<ref>{{cite web|title=兰蔻携手时尚博主联系中国消费者|url=http://www.marketing-interactive.com/兰蔻携手时尚博主联系中国消费者/|website=Marketing-interactive|accessdate=14 March 2018}}</ref> the campaign was released across different [[social media]] and [[e-commerce]] platforms like [[WeChat]].
 ==Reference==