In today’s technology-filled world, it has become a necessity that businesses integrate a digital media presence into their overall marketing strategy. Creating and maintaining an online dialogue through company websites, social media and other marketing channels allow brands to strengthen their global presence. Each channel used for online marketing has a different strategic purpose, different ROI considerations, and should be measured differently in terms of contribution to the brand. As part of this year’s Cosmoprof North America event, the “Cut to the Chase: Create a Successful Online Strategy” session will teach attendees how to reframe conversations, budgets and efforts around online strategy based on brand objectives.
The session will be held on Monday, July 15, and will be moderated by Dr. Brooke Carlson, professor in the cosmetics and fragrance marketing and management master’s program at the Fashion Institute of Technology (FIT). Carlson will be joined by Stuart Bogaty, CMO of YouBeauty.com/BeautySage.com; Herschel Thompson, vice president of marketing of YouBeauty.com/BeautySage.com; and Andrew Videira, senior brand manager of Beiersdorf – Aquaphor Skincare. This session is prepared in collaboration with YouBeauty.com, one of the largest online destinations, and FIT’s marketing graduate program.
Cosmoprof North America will take place July 14–16, 2013, at the Mandalay Bay Convention Center in Las Vegas.