Blogs.ubc.ca, 2017
Today, let’s talk about the advantages for a cosmetic company which is choosing to use social media marketing as a key strategy to promote products. If you are a brand manager, a marketing student or you have just started your own business and yet not sure if you should focus on social media marketing rather than traditional marketing, then this blog may help you. Indeed, the authors Coursaris and Van Osch (2016) mentioned that brands started using social media in order to build a better relationship with customers, improve brand experience, and therefore, increase profit. Social media can be described as “sharing and aiming at a collective vision […] online communities of people […] providing a variety of ways for users to interact”, and therefore social media marketing “focuses on people, not products” (Acra, 2012). Customers have been increasingly recognising their power and importance over brands (Matt, 2010).
Pinterest.com, 2017
Social media represents many advantages for most organisations and brands wishing to increase their marketing strategies. The most important benefit is to increase brand awareness at an effective cost, allowing you to get one step closer to a wider group of customers (Blue Fountain Media, 2016). By doing so, the brand or company will get in touch with its customers and increase its audience (Jackson, 2017). “There are many different social platforms such as Facebook, Twitter, Google+, LinkedIn, Pinterest and Instagram which allow brands to build trust and give a sense of community online, which leads to loyal followers and brand advocates” (Young, 2014).
Digitalmarket.asia
According to Carbone (2015), social media marketing helps your customer service to be more efficient and increase your level of transparency to your business which is a great from a customer perspective. Indeed, customers tend to prefer a direct communication on social platforms such as Facebook, helping you to provide them a quick publicly posted answer which will benefit other customers as well.
Furthermore, by running specific social ads, you may reach the desired audience and promote your business as a whole (Copp, 2016). Social media marketing also allows you to share content faster and easier with the public than ever before.
New media business Blogs, 2017
When the brand develops an easy distribution plan to get its content seen, most popular channels will contribute in spreading it to the right people (Jackson, 2017). The company should also focus on user-gernerated content. It is crafted by a consumer, influencer or social media follower that supports your brand, therefore most businesses use this content on their website to promote their brand. “Since 2002, revenue of the cosmetic industry has had its ups and downs, but as of 2016, is at an all time high, with an annual revenue of 62.46 bilion dollars” (Hoffman). Indeed, you may have a few consumers or influencers posting videos or pictures showing off many cosmetics products, mainly on Instagram or Youtube. Those online posts give a closer perspective and access to the product, so that the audience can see how the product is intended to be used and which results it provides.
Immediatefuture.co.uk, 2017
Go and read Hoffman’s article which gives great information on how important social media marketing is for the cosmetic industry. Another good article can be found here where Nikki Gilliland gives seven ways social media is shaping the beauty industry. For further information also go and watch this BECCA video on youtube, promoting the benefits of social media marketing for a makeup industry. And finally, have a look at Bobbi Brown’s interview on CNBC, explaining how her beauty business was successfull.
References:
BFM Blue Fountain Media (2016) 10 Advantages of Social Media Marketing for your Business [online] Available at: https://www.bluefountainmedia.com/blog/advantages-of-social-media-marketing/ [Accessed on 16 December 2017]
Jackson D. (2017) 38 Benefits of Social Media Marketing every Business needs to know [online] Available at: https://sproutsocial.com/insights/benefits-of-social-media/ [Accessed on 16 December 2017]
Copp E. (2016) 10 benefits of Social Media for Business [online] Available at: https://blog.hootsuite.com/social-media-for-business/ [Accessed on 16 December 2017]
Arca C. (2012) Social Media Marketing benefits for businesses – Why and how should every business create and develop its Social Media Sites? [online] Available at: http://vbn.aau.dk/ws/files/63562608/CelineArca_MScInternationalMarketing_MasterThesis2012.pdf [Accessed on 16 December 2017]
Carbone L. (2015) What are the benefits of Social Media Marketing? [online] Available at: https://www.business2community.com/social-media/benefits-social-media-marketing-01140985 [Accessed on 16 December 2017]
Matt R. (2010) Social Media Etiquette: a guide and checklist to the benefits and perils of social marketing, [online] Vol. 17, Issue 3-4, Page 257-261, Publisher: Journal of database marketing and customer strategy management
Coursaris C.K. & Van Osch W. (2016) Disentangling the driver of brand benefits – Evidence from social media marketing of two cosmetics companies [online] Available at: http://ieeexplore.ieee.org.ezproxy.brighton.ac.uk/stamp/stamp.jsp?arnumber=7551939 Publisher: IEEE, Telecommunications and multimedia (TEMU)
Hoffman (2016) How the makeup and cosmetic industry is ruling social media [online] Available at: https://www.likeable.com/blog/2016/6/how-the-makeup-and-cosmetic-industry-is-ruling-social-media [Accessed on 4 January 2018]
Young (2014) The role of Social Media in the cosmetic industry [online] Available at: https://socialnomics.net/2014/03/20/the-role-of-social-media-in-the-cosmetic-industry/ [Accessed on 5 January 2018]
Mi-Anne Chan (2016) How social media has changed the Beauty Industry [online] Available at: http://www.refinery29.com/2015/12/99728/beauty-industry-social-media-effect [Accessed on 5 January 2018]