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Social Outbound Engagement and the Beauty Industry

By: Nate Myers and Ron Robinson
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.

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In other words, if a beauty brand were to decide to allocate its marketing budget strictly in line with the time consumers spent in each of these media, for every $1 spent on magazines, it would spend $1.32 on newspapers, $2.95 on radio, $6.36 TV, and $8.09 online.

And this would still be undervaluing the online channel.

It’s not just quantity of time that is important; it is also quality. And the Internet is playing a tremendously influential role in the lives of consumers. In fact, 64% more Americans now regard the Internet as an “absolutely essential” or “extremely important” source of information, when compared to TV.* In short, the study found that the Internet has twice the influence of TV and 10 times the influence of print media on consumers.2

The transition of how beauty consumers are spending their time has not just occurred from traditional media toward online. Within online as well there has been a seismic shift over the past few years: social media.

Social media really is nothing more than word-of-mouth, online. My Facebook post, your Tweet. I StumbleUpon, you Yelp. YouTube, Wikipedia … show and tell, word-of-mouth, 2010-style. The corporate hope has always been that if consumers have good experiences with your products or services, they tell all of their friends. If they have a bad experience, they just tell you. Consumers do not always act as you might wish. In the social media reality of 2010, the reach and impact of word-of-mouth is exponentially greater today than ever before.