Digital Marketing Campaign: I-FACE Cosmetics Industry Report

This report analyzes the digital marketing campaign implemented by I-FACE within the cosmetics industry. The campaign focuses on enhancing brand awareness, attracting and retaining customers, and reducing client acquisition costs. The report outlines the campaign's objectives, which include increasing sales revenue through a company website and leveraging social media platforms like Facebook, Instagram, and Twitter. It also examines the lessons learned from a literature review, which highlights the importance of market research, setting goals, and targeting the right audiences. The narratives used in the campaign's content, such as statements and taglines, aim to attract customers and influence their buying behaviors. The report establishes a logical link between the campaign's planning and expected outcomes, including increased brand exposure and customer loyalty. Furthermore, it assesses the progress towards achieving growth objectives, emphasizing the impact of the Complexion Analysis System and social media platforms on consumer behavior and sales revenue. References from various sources, including academic journals and books, are included to support the analysis.

Running head: DIGITAL MARKETING
Digital marketing
Name of student
Name of University
Author note

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Table of Contents
Plan to execute a social media campaign........................................................................................3
Lessons learned from the literature review......................................................................................4
Narratives used as content for the campaigns..................................................................................4
Logical link between planning and probable outcomes expected...................................................5
Progress towards the achievement of growth objectives.................................................................6
References........................................................................................................................................6

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Plan to execute a social media campaign
The social media campaign facilitates the digital marketing efficiency, which can be
beneficial for attracting a large customer base and improve the business functioning through
better services delivery and higher level of consumer satisfaction. The analysis of the market
place consisting mainly of the female individuals is considered to determine their needs and
preferences and main an overview of the market conditions to perform accordingly and remain
competitive within the business environment. The main objectives of the organization named I-
FACE within the cosmetics industry are to enhance the brand name, image, create brand
awareness along with increased customer attraction and retention rate and reduced costs
associated with the acquisition of clients, The objectives are fragmented into digital goals for
increasing the sales revenue through management of a company website, from where all the
clients can access those properly (Gensler et al. 2013). The major key performance indicators are
increased in the size of orders and using the perfect digital channels such as social media
campaigns that serve as the best digital marketing platform.
The stakeholders are to be engaged while working on the venture and obtain proper
feedbacks at regular intervals to facilitate any changes and improvements to the digital marketing
campaign. The social media platforms such as Facebook, Instagram and Twitter are effective and
here I-FACE has prioritized on Facebook to draw in clients at large and spread products and
services’ related information among the clients (Stephen 2016). The social media campaign can
be considered as effective sales funnel that has the potential to find the right clients, provide
them with guidance with the use of Complexion Analysis System and enhance the sales exposure
by making the products description and benefits available on the social networking website.

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Lessons learned from the literature review
From the literature review, it can be understood that the digital marketing plan and
strategy includes the social media campaign, which enables market research and analysis of
competitors of I-FACE, i.e., the competitors of the company within the cosmetics industry. The
follow up to the market research involves setting the right goals and objectives that are needed to
be achieved such as the enhancement of brand name and image, attracting more clients and
generating higher sales revenue (Royle and Laing 2014). The setting of audiences mean targeting
the right audiences and I-FACE took the responsibility to target the market segments by selecting
the female clients mostly from the different market segments with specific needs and
requirements for skin care treatment. IFACE introduced the Complexion Analysis System that
could act as a beauty consultant and even allow the clients to get recommendations rather than
wasting a lot of time to visit the clinician (Karjaluoto, Mustonen and Ulkuniemi 2015). The need
for becoming socialized is essential for creating unique opportunities and increases the level of
creativity, pivot ability and without needing to include any other middleman.
Narratives used as content for the campaigns
The narratives include various statements made by the company for targeting the right
audiences in the market segments and gain positive frequency and messages in the website
managed. The number of visitors could be checked along with analyzing the frequency of
messages in the website that are needed to be responded to. The content includes representing the
products; features, its attributes and its benefits towards successful fulfillment of clients’
demands and expectations conveniently. It has also been found that the Complex Assessment
system or application has been used by the media professionals of I-FACE to assess relevant

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treatment procedures and improve the skin care treatment facilities, furthermore enhance the
level of customer loyalty and trust (Gulati and Williams 2013). This would surely increase their
satisfaction level and influence them to avail the cosmetic products and services of I-FACE
consistently. The IFACE provides content about the beauty treatment procedures and offers
exclusive visual assessment, notably useful for attracting clients; furthermore the use of social
media platforms enhances the brand exposure too.
“IFACE, the new face of beauty”
“A new beauty consultant introduced by I-FACE”
Few of these narratives or taglines are presented on the social networking websites to
draw the attention of clients and influence their buying behaviors.
Logical link between planning and probable outcomes expected
Definitely, there is a link between the planning for social media campaign
implementation and expected outcomes. The probable outcomes include increased brand
exposure, more customers, increase customer loyalty and recommendations for best treatment
procedures provided to the clients. On the other hand, the social media marketing campaigns are
aimed at targeting customers in mass and the social networking websites are the best places to do
that (Scott 2015). The social media campaign would allow I-FACE to promote the usage of
Complexion analysis system and make more customers aligned with the business perspectives;
furthermore create a positive mindset among them to make purchases consistently.

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Progress towards the achievement of growth objectives
There has been good progress towards the accomplishment of growth objectives, because
the 70 billion industry already has innovated its beauty treatment procedures through not only
marketing activities but also by introducing a new age beauty consultant software. The new
complexion assessment system or application’s introduction has already made a mark within the
cosmetics industry and has attracted a large numbers of customers. With the use of social media
platforms, the social media campaign has further been facilitated and the software has become a
craze among the clients, thereby influencing the consumer buying behaviors and should increase
the sales revenue for I-FACE in Canada (Gensler et al. 2013). Due to not much need to visit
clinicians, the software has filled the gap and it could be stated the progress has been good
towards the achievement of growth objectives and business expansion too.

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References
Gensler, S., Völckner, F., Liu-Thompkins, Y. and Wiertz, C., 2013. Managing brands in the
social media environment. Journal of interactive marketing, 27(4), pp.242-256.
Gulati, G.J. and Williams, C.B., 2013. Social media and campaign 2012: Developments and
trends for Facebook adoption. Social Science Computer Review, 31(5), pp.577-588.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information Management,
34(2), pp.65-73.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John
Wiley & Sons.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10, pp.17-21.