How Owned Media Will Change Beauty Brand Marketing

These days, beauty branding is more than table talkers and shelf space. Attachment to mobile devices and more time at home skyrocketed online consumption which means brands need to market wherever consumers are scrolling.

With more ways to market, comes more competition. Brands are not only battling with other brands and products but now they must compete with other influencers and other forms of content for consumer attention. This marketing shift to content creation has seen a trend for beauty brands to bring these campaigns in-house, invest in big data, leverage new technology and video production to create effective content that drives consumer purchase behavior.

Recently, Neutrogena launched its own content studio to leverage the skin care expertise of their own employees through impactful storytelling. Knowing the needs of their customer base allows the skincare company to position their products based on the skin care needs, geographical locations and shopping behavior of consumers to drive awareness for specific
products.

Today on MarketScale TV, Stephanie Otey discusses the modern era of eCommerce content marketing with Rachel Tipograph, the Founder and CEO of MikMak, the leading platform for eCommerce acceleration for multichannel brands.

“The name of brand value today is first-party data,” says Tipograph, “so your ability to win as much of the ecosystem as humanly possible will give you a competitive advantage in market.” MikMak client, Neutrogena, utilizes the platform’s analytics and eCommerce enablement software to understand their consumers’ online behavior to determine the best use of their marketing budget and drive online sales.

As more beauty brands jump into the entertaining content space, Tipograph poses an insightful question that brands should reflect on in order to stand out from the saturated marketplace: “You have to ask yourself, ‘What do you have the permission to do that no one else in the world has permission to do?’”

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