L’Oreal’s US marketing VP Sivonne Davis believes that information is an indispensable part of contemporary marketing people, giving priority to consumer trust before making data valuable.
Once the brand is trusted by the consumer, it can be personalized, data-driven, and customized.
Davis worked for Kraft Foods and Kool-Aid before joining L’Oréal in 2012. Davis said: Understanding consumer preferences is an art.Brands should move toward digitalization, and digitalization can help brands establish unique relationships with consumers and bring consumers closer to the brand.“For L’Oréal, we are thinking about how to establish a one-to-one relationship with women. L’Oreal’s brand is really to make women gain strength through beauty, and their different brands play different roles. We will touch the brand story, the same brand Really establish contacts and impress consumers.” What do Davis think about the problems encountered in the brand’s marketing process?
How to deal with brand awareness and actual sales relationships
First, marketing personnel should consider whether consumers are familiar with the brand? Have they used related products? What is their impression of the brand? Will they recommend products to others? When branding is thinking about marketing strategies, marketers should have a clear understanding of which part of the purchase journey the consumer is in, and understand whether consumer demand is being met. Based on the above information, brands look for solutions that meet consumer needs. If consumers are new to branding, marketing personnel should invest money and resources to enhance consumer brand awareness. If the consumer is hesitant to place an order, the marketing staff should change the marketing method.
How can I avoid consumer dislikes caused by the marketing process?
Data-driven marketing is important to the brand’s interaction with consumers. If consumers are willing to provide information and information, they want the brand to push customized content. At the same time, if consumers are not willing to share too much information and information with the brand, it is equivalent to telling the brand to maintain a moderate distance. Brands master consumer psychology, and the advantage of marketing is the key.
How to leverage long-term brand goals for marketing?
The purpose-driven marketing is the key to the success of the brand. If you want to impress consumers with long-term brand goals and achieve business goals, brands must ensure the authenticity of the “goals” and show consumers that the brand has been working on something in the past, so that “long-term Brand goals “have a certain degree of credibility. In addition, it is also necessary to consider the views and attitudes of consumers when promoting products through social, packaging, and paper media. There are a variety of ways to promote “long-term brand goals,” but brands must take the lead.