In the modern world, a plethora of means abounds that are used to market the various products that are manufactured by a company. However, with the advent of technology, organizations have been at the forefront in adopting and utilizing new methods in the manner in which they market their products. A majority of them have so fa embraces social media as an essential means that they use in marketing their products. They have realized that in the contemporary world many people have taken to social media and have created one or more social media accounts. Indeed, social media has taken over the world by storm. Therefore, many people have created one or more social media accounts so that they can keep abreast with the current events. The change in the habits of people’s habits has prompted many organizations to market their products online so that they can have a broad customer base. One of the companies that have taken advantage of the current shift towards social media marketing and monitoring is Sephora. An in-depth analysis of the means that have been used by Sephora to market their products is provided in this paper.
Purpose
Researchers have proven that retailers who are the forefront in marketing their products via social media become successful. One of the reasons for this is because when a company markets its various product via social media, many people can see them and decide on whether to buy them or not. A report that was conducted by Lithium showed how companies from Fortune 1000 have used social media in the marketing of their product (Parisi, 2017) . They were able to find out that organizations that made the biggest use of social media in the marketing of their produces realized the greatest benefits. Most especially, they found out that companies that used social media to market their products during the holiday period realize the most significant returns in the long run. It enables them to interact with their clients as well as other potential customers on a large scale. Lithium proved that companies that created loyalty among their customers by creating personalised experiences reaped big since they responded to their customers’ demands in the best manner.
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Social Marketing
Research has proven that people prefer shopping during holidays. During the holidays, the National Retail Federation estimated that shoppers would spend about 650 billion dollars (Sharma, 2013) . Therefore, many retailers would benefit significantly by using mobile as well as social media in the marketing of their products. Research that was conducted by Lithium indicated that some of the top retailers in the county such as Lithium benefitted greatly by using social media to market their products. For instance, the research showed that Sephora took the least amount of time to respond to their clients on Twitter as compared to their major competitors. Social media sales also tended to be more in instances where firms used their platforms to spread thoughtful and engaging content as opposed to when they spam product announcements (Hitz, 2014).
Products Manufactured by Sephora
Sephora was founded in 1969 by the French and majors in the manufacture of cosmetics. Its current CEO is Calvin McDonalds. They have more than 300 brands. They deal with a wide range of products. Some of them encompass haircare products, nail color, body fragrance and skincare products. Sephora is under the ownership of one of the major luxury conglomerates, LVMH. Some of the brands under their name are Urban decay, Becca, Algenist, Belief, Herbivore among many others.
Sephora Twitter Watch and Competitors
As a reputed brand, products manufactured by Sephora have been used by various people around the globe. To signify their loyalty and satisfaction, most of the customers have come back and confessed how they had benefitted immensely from the products judging by their social media posts. Some of the hashtags that they have used to spearhead their social media marketing drive are #BeLegendary120 Lipstick Insta-Matte, # makeup, #Antiaging among many others. Sephora has also gone ahead and posted some of the essential ingredients that are contained in their products to gain the trust of its customers. With the stiff competition in cosmetics in the market, Sephora has not been spared of the stiff competition. Some of their main competitors are Ulta Beauty, Inc., Macy’s, Inc., and BATH & BODY WORKS, LLC.
Tactical Advantage
Sephora uses tactics that will eventually increase their customer base and increase their overall sales. Sometimes they use videos that are aimed at educating their customers about the various product that they offer. Indeed, Twitter is full of tutorials, news, and graphics that are aimed at increasing the knowledge that the customers have on the product. Social marketing can also prove to be a right way of making significant progress and boosting sales when firms partner with social media influencers and those who can sway members of the public quickly. Social; media generously rewards brands that use it efficiently in marketing their products.
Sephora is a company that focuses on the selling of beauty product. These sure some of the products that are loved by most people and are a must have as part of their beauty products. Everyone is currently in search of the major it’s on social media. It is therefore prudent that firms look for means that will attract more customers to them and make them feel like they are spending their money wisely.
Methodology
Social media sites were used to firm out the extent to which Sephora has been able to attract customers. Sephora has over 15 million followers on Facebook and over 10 million fans on Instagram (Sandilands, 2017) . The best thing that has worked for Sephora is that they understand their audience well and know that tasers and preferences. They know what their audience resonate with and the product that they like. Indeed, this is the primary factor in the social media campaign strategy.
Sephora has applied various techniques in their social media marketing strategy to lure customers. One of the means that they have used to do so is through the use of videos that show various people using their product. The methods include short videos that show different women using products that are sold by Sephora. They use different women in their adverts to emphasize the facts that the produces that are retailed by Sephora are used by people from diverse demographics. In one of the videos, a woman makes a bold statement by refusing to dye her hair which is grey. A transgender woman is also featured in the video. The main message behind these videos is that all types of people can indeed stand out and express their varying opinions. The messages that are conveyed by the videos are further reinforced by a 45-second spot.
How it Works
Sephora has tried various techniques in their quest to reach out to their customers. They have been able to do so by recognizing the multiple needs of the customers and then creating content that is related to those principles. They have been able to create meaningful conversations online that attracted those that are interested in their products. The hostage that they have been using in their online discussions is #never stop. It makes the campaign to immediately look like it is starting a conversation that can be joined by interested parties. The beauty stories that circulate online my showcase ladies of diverse interests and preferences, but the hashtag unites the whip.
Results
Sephora has used methods that have increased the popularity of their products and increased their customers base. Through their social media platforms, they can talk to their clots and provide them with the products they require since they have already surveyed their demographics. Indeed, Sephora has been able to make a masterpiece out of the social media network that they have built over the years. Every step that they have used has been focused and efficient. It has been witnessed from the platform where their clients are involved to the hashtags that they have used to convince them.
In the process of wooing their customers, Sephora has been able to use the right strategy by conducting efficient market research and having an in-depth understanding of their clients. They have been able to present their audience with the right products since they already have a clear understanding of what they like. Sephora also knows the social media platforms that re fancied by their audiences, and ensure that their marketing strategies meet the right eyes. Sephora is a good retailer that has organized itself in the best manner possible and have gained the trust of their clients over the years. They know the topics that resonate well with their audiences and are keen to provide a continuants stream of the topics.
In conclusion, it can allude that Sephora has used the best strategies in wooing their clients and ensuring that they expand their clientele base. However, the retailer can still employ some strategies that can go a long way in keeping them at the 14 top as a retailer of beauty products. For instance, they can use organdie session where they interacted fact to facet with their loyal customers to find out what they may need to change about the products. Such a move may go a long way in increasing their customers and as subsequently their profit margins.
References
Hitz, L. (2014). 4 Things You Didn't Know About Sephora's Cross-Channel Social Strategy. Simply Measured , 109-117.
Parisi, D. (2017). Sephora, Amazon top list of Retailers with Social Media Marketing Acumen. Industry Dive , 67-78.
Sandilands, T. (2017). Advantages and Disadvantages of Social Media Marketing. Hearst Newspapers , 23-35.
Sharma, P. (2013). Disadvantages and Advantages of Social Media Marketing. Wisitech , 56-68.
