According to a recent study done by the cosmetics company L’Oreal (which has long been the leader in digital marketing among cosmetics companies), 70% of consumers are doing online research before making a purchase. What does that mean for brands and marketers? That digital marketing is now more important than it has ever been before.
According to Mirela Nemtanu, the company’s manager for corporate communication and public affairs in Romania, “The digital plays a major role: in the cosmetic and beauty area, the percentage of those who search online before buying is 70%. That means that social media is a must.”
She continued, “It is very important to know the consumer. We’ve all transitioned from the classic marketing model to the modern version, in which the consumer is instrumental.”
How well a company communicates online and what its online brand perception is, is now more important than ever, as more and more consumers are going online to find out about the products they want to purchase as the companies that offer them.
“The new 360-degree communication and marketing strategies make it possible to develop a direct relationship with consumers while boosting brand image and positioning,” admits a spokesperson for the venerable cosmetics brand.