Interactive Marketing at its best
I got to know Rachel Weiss while working at L’Oreal. Specifically, Rachel began at L’Oréal in 2007 working on the digital strategy for PureOlogy and Redken USA (‘professional’ brands that sell through the hairdresser channel and is, thus B2B2C). At the beginning of this year, Rachel was promoted to run the Digital Strategy and Interactive Marketing for L’Oreal USA’s entire Professional Products Division. Previously, Rachel worked in the financial services sector (Digital Strategist for Citigroup), an area that was paradoxically one of the first to take up the digital mantle. In this interview, we discuss the activities of Redken to see how they have actively sought to bring the offline community online and how their online strategy has contributed to propel Redken to be the number 1 in the US. Rachel is a real dynamo. Her insights and energy should inspire you! As she says in her final words: “Digital Marketing is not an academic exercise… you have to learn to play with it.”
Digital links and resources mentioned by Rachel Weiss:
- Buddy Media – A platform for companies /brands to manage their Facebook pages and engage fans.
- Vitrue – Social Media Management – Facebook for Business.
- Radian6 – A platform to listen, measure and engage with your customers across the social web.
- Rachel’s favourite sources: Mashable, TechCrunch, AdAge
To connect with or follow Rachel:
- via Twitter @NYCBabylon
- on Linkedin
Further resources for the Minter Dialogue Radio Show:
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The interview is extremely interesting because it raises some problematic issues about interactive marketing, as for example what is the final objective of the social media like Twitter or Face book. Is it 100 000 fans or how can you use this huge amount of followers to sell your product? Even though it seems easy, this question is not really clear for every interactive marketor. It’s like a story of a gazelle running too fast and heating a tree because it didn’t look around. Some marketers in the rush for the followers forget the real sense of digital marketing and concentrate their efforts on the content only. The real objective is to think how you can use social media to make your brand more interactive and to make the clients participate end co-create with you, feel themselves as a PART of your big family. But even when you seem to reach this objective a smart interactive marketor will never stop there because you constantly “…have to learn to play with it.”