Recently, businesses rely on Digital Marketing as a key driver for their business to offer beauty goods and services.
Social Media and Beauty
Beauty industry has developed their brand on social media, such as Instagram and Facebook; there are a huge amount of users for beauty brands to promote themselves. The company makes good use of such platforms to promote brand and engage with their fans via offering them online experience with more rewards.
For every MAC Cosmetics fan, having a ticket to attend the fashion show or make-up event is sometimes challenging. Social media provides a platform for the company to show live updates during the event and for the customer to follow the event as free.
Blogging
MAC Cosmetics have used blogging as a great way to communication with fans and customers.
This instant and open sharing of information and opinion is transformative and ties communities of like-minded people together in virtual tribes that can wield substantial real world influence. (Jay,B. N.A)
MAC Cosmetics do not have official blog but instead of engaging with some famous make-up bloggers, in this way to attract more followers. For example, Makeup and beauty blog is a website that is operated by a make-up blogger who is obsessed with makeup providing daily product review, makeup tips and beauty news. By blogging, MAC Cosmetics can inspire the reader the beauty skills with MAC products.
SEO and Beauty
Search Engine Optimisation (SEO) has taken on huge prominence within the beauty industry. Whilst social media and blogging can be used to engage with fans on a much more personal level, it is SEO that’s been used to enhance exposure and generate additional traffic to websites (Ross A.M, 2007).
For example, many retailers as well as makeup brand have taken to SEO to increase their profile within the search engine results’ pages (SERPs).
From the above image, you can see when searching for a term as competitive as, ‘lipstick’, and you can see the advantages of gaining that number one spot. However, any SEOer will tell you that much more go into SEO campaigns. Even such optimised Meta is not actual ranking factor, but is a way to increase the Click through Rate (CTR), which in the example above would work effectively, given that I was searching for ‘lipstick’ (Shaun, A.2015).
In general, MAC Cosmetics made use of digital marketing tool to achieve their marketing goal. Social media and SEO marketing strategy is the way to increase the brand awareness.
Reference
Jay,B. (NA). Blogs and the new transparency of communication.Available: http://www.convinceandconvert.com/social-media-strategy/blogs-and-the-new-transparency-of-communication/. Last accessed 30/4/2015.
Ross A.M. (2007). the Value of search Engine Optimization: An Action research Project at a New E-commerce site. Available: http://hwang.cisdept.csupomona.edu/cis451/docs/seo/The%20value%20of%20seo.pdf. Last accessed 30/4/2015.
Shaun,A. (2015). SEO Meta Tags Best Practices. Available: http://www.hobo-web.co.uk/definitive-guide-to-using-important-meta-tags/. Last accessed 30/4/2015.