Post #4: Landing Action!

Companies need to advertise their products and/or services to the correct searchers, those who have expressed an interest towards that specific or general product. For example, if I search a general keyword such as “makeup”, then I have expressed an interest towards those types of products, therefore L'Oréal Paris should advertise their products to me using appropriate advertising models because I am more likely to visit their page and purchase their products if the option is in front of me and attractive. By advertising correctly, L'Oréal Paris will be able to gain more users to their page, increase the number of sessions, and lead to a high conversion rate, which results in high revenue for the company. However, it does not mean that L'Oréal Paris should be advertising to every person who expresses interest via keywords; geography-wise, the products are intended for consumers in the United States, hence the name L'Oréal Paris USA. In both traditional and digital marketing, companies need to completely understand who their target market is including geography and language, the average customer profiles, and what form of advertisement will garner more interest and attention, which could be based on timing or device type, for example. Once the company, in this case L'Oréal Paris USA, has identified their target searchers and/or audience and analyzed possible search intents, it is from there that the company should begin to customize online advertisements, keeping in mind the type of customers it wants attract and the raw digital data derived from analytic tools.

Breaking away from analyzing the webpage, let’s dive into the mind of a digital marketer and give a mock persona profile of a typical customer of L'Oréal Paris USA.

Let’s start with the basic information about the customer, as well as a photo.

Her name is Rachel Kim, a Korean American female in the age range of 20 – 25. She is single, but in a relationship, has no kids, and has an annual income of approximately $58,900 with her main job being a fashion designer. Due to the nature of her job, she prefers using mobile devices such as smartphones and tablets to access information and other miscellaneous tasks apart from her fashion designing. Identifiers for Rachel include being passionate about fashion, following fashion and beauty trends, interested in beauty products, practical, and determined. Goals are that she wants makeup that is simple yet clean, long-lasting makeup that can keep up with her hectic schedule, natural beauty makeup look, and affordable beauty products. L'Oréal Paris USA excels in offering beauty products and cosmetics that are high-quality yet affordable, long-lasting without any smears, caking, shine, and other visible signs of long wear, and with the introduction of our virtual makeup try on app, Rachel can find the perfect makeup combination that matches what she wants, from professional to everyday. Also, by subscribing to the L'Oréal newsletter, Rachel will be on top of the latest beauty trends and be in the know in the newest makeup products, which pairs well with her use of mobile device. The main push would be for Rachel to utilize the Virtual Try-On features L'Oréal offers via Makeup Genius app so that she can have access to all of the products, virtually try them on, and lead into purchasing her favorite options, maybe possibly leading to inspiration for her fashion designs as well.

After reviewing the profile summary of Rachel Kim, we move onto a possible text ad in the following structure:

• Headline 1 & 2: L'Oréal Paris USA – Find your new favorite Natural Makeup Look

• Path: https://www.lorealparisusa.com/virtual-try-on/makeup.aspx

• Description: Find the perfect makeup look with our virtual try-on app! Discover all of our newest L'Oréal Paris USA makeup products and create your own beauty style trend.

• Ad Extensions: Virtual Try-On, Tips on Using App, Shop All Makeup, Beauty Articles

• Final URL: https://www.lorealparisusa.com/

• Unique Value Proposition (UVP) #1: “Because You’re Worth It”

• Unique Value Proposition #2: “Discover the best of L'Oréal Paris USA”

• Call To Action: Discover your new favorite long lasting products by using our Virtual Try-On!

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References:

Larson, J., & Draper, S. (2020). Chapter 6: Paid Search Marketing. Digital marketing essentials. Rexburg, ID: Edify.

com, S. (n.d.). Fashion Designer Salaries by education, experience, location and more. Retrieved October 01, 2020, from https://www1.salary.com/Fashion-Designer-Salary.html