Research has revealed that social media has become the most important advertising channel for beauty launches.
Five by Five, a global marketing communications agency, surveyed 103 Australian senior marketers working in beauty and retail about their opinions on launch marketing. Fifty-one per cent of those questioned said social media should be prioritised over all other marketing channels.
On average, Australian marketers only chose 3.6 communication channels when asked to select the five most important for a launch. Following social media was sales promotion, email and traditional press.
According to the report, social media enables marketers to be truly agile for a launch, something that some other channels cannot offer. For example, gathering real-time feedback about the product means companies can change and tweak the campaign in those first few critical weeks. They also say that fine-tuning can happen on an ongoing basis through insights gained on social channels.
The proportion of marketers prioritising social media for launches is significantly higher in the UK (75 per cent) and the US (79 per cent) than in Australia. While this indicates social media has more prominence for launch activity in the UK and US, it's still cited as the most important launch communication channel in Australia.
Image: @narsissist
