化粧品ビジネスにおけるデジタル・マーケティングに対する予備的な考察：フロントランナー企業の取り組み

Abstract

The purpose of this study is to study the transformation of digital marketing in digital age. Firstly, the background of digital marketing and its concept and definition are explained. Secondly, the relationship of customer experiences and digital marketing will be analyzed. The concept of Customer Journey and Customer Decision Journey is also reviewed. Now along with focusing on customer experience and customer journey, the consideration of the customer purchasing product will be studied and analyzed to shape ensuing SNS chase before the moment of product purchase decision and to operate the process of product purchase, and the post-purchase process is also evaluated. Finally, the digital marketing of cosmetics business on initiatives of front-runner enterprise will be considered.L’Oréal, the world’s largest global cosmetic enterprise will be explored. To deliver consistent customer experiences of its brands, digital devices for personalized products are provided and are taken to the interactive data of the customers through the purchase funnel. Next, With the help of taken data, LO’real can launch Precision Marketing for the target customer, and transform data-driven company to deliver personalized customer experiences. Company owned digital device sevices such as Tutorial, Try on, Share, AI, BoT, AR/VR can make customer satisfaction enter into higher position, focus on the bond of loyalty loop. Finally, the ultimate goals of L’Oreal on the customer decision journey and customer experiences are suggested to the consistent No.1 digital-beauty-enterprise presence in the world.