Investing in beauty communities unlocks insightsĬommunities are the solution to issues of cost and waste for marketers, as they deliver benefits that make online product sampling a more efficient method of marketing.Īt its simplest, an online community is just like its real-world namesake: a group of people with shared interests who know and like each other, and generally trust the opinions of other members. Plus, while it may generate some sales, there is little in the way of data and insights to allow detailed measurement of the true ROI and use of that information to inform subsequent product launches or campaigns.Ĭonversely, smart sampling supporting a digital campaign can help maximize marketing spend and deliver real data. It also runs the risk of a poor consumer experience, negatively impacting customer relationships with a brand.
However, if done inefficiently, blind online sampling can lead to expensive and damaging amounts of product waste. This is an impersonal way of buying highly personal products, making product sampling an even more important tool. For starters, digital marketing in a crowded space can make product launches very expensive, and the entire industry wants to make its marketing buck work harder.īeauty is particularly tricky in the digital arena as brands need to instill in their audience the confidence to buy a new-to-market product online.
However, as anyone who has run a digital campaign will attest, it is not as simple as it seems. The solution to these challenges may seem obvious: Digital marketing can pay dividends for brands who previously relied on brick-and-mortar or print sampling.
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