Social marketing – new trend among beauty product manufacturers
Marketing on social media platforms and mobile phones has caught hold of attention of manufacturers and marketers of beauty products. All marketers seem to be putting their best foot forward in order to influence their probable customers to buy their products. However, this development has not happened at the cost of traditional marketing methods in any possible way. All these findings are reported by Kline & Company in its latest report titled ‘Beauty Marketing 2011: U.S. Promotional Activities and Strategies Assessment ’.
Emergence of new trends
The recent holiday season witnessed ramping up of marketing efforts – both online and offline – of most companies. Besides social media marketing campaigns, people were presented with another marketing tool: mobile coupons. These coupons were introduced in order to tap the trend of increase in online sales over the internet via smartphones. Interestingly, mobile coupons have higher success rate than traditional ones as these happen to result in more impetuous purchases than their traditional counterparts.
Print media, broadcast and in-store merchandising etc have been the backbone of marketing campaigns. But these methods have come under heavy stress owing to inherent advantages of new age promotional methods.
These advantages include:
1. Lower operational costs
2. Inherent flexibility in usage
3. Huge exposure among all age groups
Salient features of research by Kline
Experts at Kline feel that marketers need to adapt themselves to make use of the same. They have also come out with a 5-point metric system to qualify each one of the available methods based on certain parameters.
Popular social media platforms and video sharing websites like Facebook and YouTube are among top priorities for new age marketers. This approach can help them in tapping a particular community of their liking. There is great deal of potential in this approach, but experts have underlined need of caution for marketers.
As per a senior executive at Kline’s Consumer Product practice, recent technological advances have made the consumer much more aware than earlier. Easy availability of tablet computers and smart-phones means that there is plethora of information right on finger-tips of masses, quite literally. This helps consumers to look before they leap and make well informed choice while purchasing anything, including beauty products.
These days, most beauty product manufacturers face intense competition and yet shrinking budget for marketing their products. This means marketers have to utilize every single available penny to its maximum potential. Beauty Marketing 2011: U.S. Promotional Activities and Strategies Assessment provides a refreshing insight into current trends in marketing world in general and beauty product industry in particular.
Few words about Kline
Kline is a research and consulting company that has operations around the globe. It has been in the business for over five decades and has a rich clientele, having customers in all major niches including consumer products, materials, chemical, energy and life sciences.