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CEW Explores Strategizing In The Mobile World

By: Nancy Jeffries
Posted: April 3, 2013
CEW’s March 28, 2013

Erin Hunter, global head of CPG marketing, Facebook; and Kelly Solomon, vice president, e-commerce and multi-channel, L’Oréal Paris; Jennifer Kasper, GVP, digital media and multicultural marketing, Macy’s; shared their approaches to utilizing the online landscape to best advantage at CEW’s March 28, 2013, event.

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Solomon added, “We agree. We’re obviously passionate about a return on investment. You see the digital influences as you do a marketing mix analysis.”

“A lot of people don’t realize that Facebook is an advertising platform, which we have to get marketers to understand," responded Hunter. "I want to know what your [Key Performance Indicators] are and we can help you target your audience with a targeted message and we can reach a billion people across the globe.” [Key Performance Indicators are quantifiable measurements that companies use to gauge and compare performance in terms of strategic goals and operational goals.]

Realms of Influence

According to Macy’s Kasper, “In the mobile space we look at our competitors. We admire Sephora, we look at Starbuck’s and we look at Nordstroms.”

“We look at multi-channel sources," added Solomon. "They know you individually. We also look at Nordstroms. They were early adapters of different kinds of advertising.”

“We have taken note of the mobility-enabled services that are cropping up and that are incredibly smart,” said Hunter, citing the example of Task Rabbit, which she noted can provide access to a wide range of services, even providing help in putting together a table from Ikea.

Kasper mentioned the new Oreo’s campaign, and how they are figuring out ways to open this brand in ways a cookie brand never would have done 10 years ago. Hunter concurred, also citing Newcastle Ale and Mr. Clean, in addition to Oreos. “To take a banal category and find ways to keep it fresh and relevant is key," she said. "These messages are being passed along. If a cleaning brand can do it, a beauty brand can easily do it.”

Announcement

CEW chairwoman, Jill Scalamandre announced a new partnering initiative between QVC and CEW: Beauty With Benefits. On April 25, 2013, viewers can tune in to Shop QVC and CEW’s Beauty with Benefits program, with all net proceeds to benefit Cancer and Careers. Additional information is available at www.cew.org and www.qvc.com.

Sponsors of the presentation included Shape, Givaudan, 24 Seven Inc., HauteLook, eXperticity, WSL Strategic Retail, Beauty Inc, WWD, Kaplow Communications and RG 3.0.