Gartner for Marketers Research

Insight Report December 26, 2019

Personal Care US: Balancing Traditional and Emerging Marketing Channels

Rather than formulate social media strategies in a vacuum, best-in-class personal care brands deploy content on social platforms in concert with other traditional digital media channels to build brand awareness. This requires creativity in content strategy across channels — whether through audience codes that target specific consumers, visual aesthetics to maintain consistent brand imagery, written content to optimize for search or landing pages for improving the path to purchase. This holistic marketing approach depends on a social media brand-building strategy, either supplemented by, or complemented with, investment in traditional channels like Google search optimization and display advertising campaigns to utilize each medium’s strengths.

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