Digital Marketing <3

In my first blog post I stated that, “… digital marketing is any form of online communication that portrays a message that is beneficial for a brand.” And I currently still stand by that definition. However, my view on digital marketing has changed tremendously. At first, I thought the focus of digital marketing was social media. I now know that social media isn’t even half of it. And to be honest that makes it way more interesting. Social media constantly being in your face is very draining, so learning that the concentration has more to offer, is very exciting.

Throughout semester I have LEARNED A LOT, and I cannot wait to put this new knowledge towards my future career.

Glossier...

Glossier is a trendy brand that has been able to benefit tremendously from earned media. Consumers are constantly posting their perfected content all over the social media, in hopes of being promoted on the brands 2 million follower Instagram account. This has benefitted the company by creating a space where individuals can feel a sense of community/trust, that makes them more likely to make a purchase. Nevertheless, Glossier still has made sure to include paid media strategies within their digital marketing—to increase number of conversions.

The strategic focus for Glossier’s paid ads, are split between acquisition focused campaigns for people who have never interacted with the website and ads that center customers who have already been on the website to shop. Although, the strategy is correct, the creative initiatives are lacking.

Glossier has a desire to promote simple, every day, beauty. Yet, the brand only post 100% perfected images, that do not provide an accurate representation of their target. Competitors such as, Milk Makeup and Ilia have done a better job of depicting a more inclusive message. These brands stray from what’s “trendy” and “common” and depict real life people, simply enjoying their makeup. Considering the face that Glossier is solely e-commerce based, the company might not feel confident posting images that could give the impression that there quality is off; which is why all images are perfected. However, the brand must realize that there is beauty within imperfections and not everything has to look the same. One way to do this is by Glossier focusing on the creative abilities of an ad, more than the aesthetic of the person within the ad.

Overall, Glossier has a lot of potential to rise within the makeup industry. However, the brand must find a better way to make their ads stand out, since they are not in stores and figure out a way to create content that makes their target feel included.

AD Therapy.

Cooper Mental Health Counseling has provided me with my first opportunity to buy an ad and actually see how it performs on Facebook’s digital platform, which is extremely exciting. I’ve done a tremendous amount of fun and exciting projects during my time at NYU. However, a lot of the time the feedback isn’t enough to make me feel confident entering my future endeavors. I am extremely excited to put my skills into some measurable work, regardless of the outcome; because doing good feels good and doing bad is going to give me a chance to learn.

Anyways, my group and I got an entire class period to bounce ideas off each other and thoroughly review our clients brief to ensure that our ad would be the most effective. Majority of our decisions were simple and straight forward such as our campaign objective (drive traffic to web page) and target age range. We also were easily able to focus on a certain education levels and incomes, based off the doctor’s prices and insurance policies. However, my group and I had to delve into the conversations surrounding location/time. We wanted to ensure that people were not only seeing the message during their work commute, where it would most likely go be ignored; but when they had the time to pause and actually sink into the information we provide.

During my research I noticed that one of the main differentiating factors of Cooper Mental Health Counseling is the diversity. People are very picky about the therapists they choose and are always struggling to find the right fit. The fact that this counseling center provides a variety individual to talk to is very important and needs to be shown more throughout their brand. However, because many companies are using diversity and inclusion as a selling point, Cooper Mental Health Counseling must ensure their approach is authentic and true to helping people.

Some information that could help is finding out how people feel about the counselors at Cooper Mental Health Counseling and their actions. Directly-hearing the words and stories could help marketers create ads that show the needs of the people. And I don’t mean an ad of patients sad stories, but ads that show someone’s new found confidence or positive outlook on life(not necessarily with people, but words and different creative mediums). However, because of HIPPA laws I am not sure how possible that is.