Social media allows for two-way communication, which is extremely valuable for getting positive and negative feedbacks to find out what consumers like and don’t like, how to get them the latest information, how to improve quality of products, and so on.
Eyes Lips Face, also known as e.l.f. Cosmetics, does zero advertising but uses Twitter actively with > 20,000 followers, and responses personally to as many tweets as he could.
This method of advertising steered towards the more intimate and traditional way of engaging with customers. It also aids in providing timely brand information directly from e.l.f, and validate all information from family and friends. Follow e.l.f on Twitter and you can get tips and advice throughout the day.
Since then, the length of customer visiting their website has tripled and sales skyrocketed. So much so that all product pages on the site host a “chat now” button that lets customers connect directly with one of the company’s in-house professional makeup artists.
They also included the option to create a wish-list that connects to Facebook or view educational web videos on makeup techniques and styles. Their website currently includes over two million members.
What I could infer from the latest digital marketing trend is that the number one thing companies are looking for is the engagement. They’re looking for evidence that people are interacting and become even more loyal to the brands, followed by traffic referrals and sales.