Marketing Fundamentals: Estee Lauder Blog Post Campaign Report

This report delves into the significance of blog posts within marketing campaigns, emphasizing their role in enhancing brand awareness and reaching target audiences. The report uses Estee Lauder, a cosmetics company, as a case study to illustrate practical applications. It explores the planning and development of blog posts, covering essential elements such as compelling titles, engaging content, strategic use of images, and the inclusion of calls to action. The report also highlights the importance of selecting appropriate bloggers and forming partnerships to effectively promote products. Furthermore, it discusses the formatting of text, the use of subheadings, and the organization of content to ensure readability and engagement. The conclusion reinforces the value of blog posts as a critical marketing tool, recommending that organizations invest in quality content and collaborations with influential bloggers to strengthen their customer base and achieve marketing objectives.

MARKETING
FUNDAMENTALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1B.........................................................................................................................................1
Develop blog post to support the overall marketing campaign...................................................1
CONCLUSION................................................................................................................................3
REFRENCES...................................................................................................................................4

INTRODUCTION
Marketing campaign is used by organisation to promote their product and build market
awareness regarding the product for the customers (Withey and Lancaster, 2013). It basically
includes video conferencing, demonstration of product, its advertisement and so on which are
promoted through various channel like digital media or traditional media. Blog post is one of the
marketing campaign where are blogger writes about the product or anything regarding their
interest which is being followed by various people. For the better understanding of the report
Estee Lauder company has been taken which produces as well as market the cosmetic products,
skincare as well as hair and care product. Therefore, company uses both digital channel as well
as retail outlet to distribute the product to the international market. This report makes the
discussion about planning and development of blog post to support the overall marketing
campaign (Kotler, et.al., 2013).
TASK 1B
Develop blog post to support the overall marketing campaign
Marketing campaign refers to an organised effort made by company to enhance the
brand awareness of existing or new product of the company (Okazaki, 2012). To make it
possible market uses various tools such as print media, television and most popular social media
platform that include blog post, Instagram and so on (Content marketing makeover 2018).
Moreover, blog post is one of the most common marketing campaigns that helps to position the
product in the minds of the customer. Blog post basically carries a compelling title, summary,
sub head, images and social sharing options which has not only expanded its reach but made it
more popular in comparison to website. Herein, Estee Lauder which is a cosmetic company pays
huge attention in publishing productive content to attract the young buyer. For this they appoint
potential blogger that writes the blog for the company with the aim to enhance the sales of
cosmetic products of the company. For instance, respective company appointed Emily Schuman
as a blogger who basically post the blogs related to fashion, make-up and food. Additionally,
among various blogger Estee Lauder company made selection based on content as well as
followers of Emily not only in blogs but also in other social media sites such as in Instagram
where respective blogger has approximately one lac followers. Thus, this is a win win situation
for both company and blogger due to which they formed affiliated partnership .
1

Ways to plan and develop blog post for development of overall marketing campaign
(Emblem, A. ed., 2012):
Plan wisely before posting blogs: The primary purpose of posting a blog is to build the
growth of business (Morrison, 2013). So before posting anything one should initially began with
writing anything on the blank page whatever come in the mind. While writing blog the person
must be clear with that they are writing blogs for audience so it should be planned and developed
in such a manner the reader understands it carefully and find it appealing (Malhotra and
Malhotra, 2012). Herein, Estee Launder company give the sample product to their appointed
blogger and don't charge them any amount for those product. Company basically give them the
product so that they can use the product and post their review on the use of latest product.
Make the use of proper sentences, example and image to engage the attention of
customer: Blog post is an effective marketing campaign tool that grasp the attention of customer
so the content should be arranged in an organised and systematic order (Chaffey and Ellis-
Chadwick, 2019). Moreover, essential examples, images, opinion and personal experience of a
reader should be coded to make it more useful for the audience. In context to Estee Lauder,
uploads the images and video in their blog, along with that their blogger such as Schuman's
answer the remedies of reader regarding beauty or make-up. In this way they engage the
audience their customer in an essential manner.
While developing blog, it should carry some call to action options: Once the post gets
finished so in order to increase the conversion rate blog post must carry the options such as link
of the product, join the mailing list, ask to subscribe and comment the feedback of customer.
Moreover, its a kind of direction shown by blogger to customer to show them the direction to call
for action (Connolly, 2015). Furthermore, these options act as a feedback for the blogger as it
help blogger to identify the implications of its post and where they need to improve. Like the
blogger for respective company directly provide the link of their product they are using in the
description box. Along with that they ask for the feedback of the customer regarding the product.
Spend time on title, introduction as well as conclusion area: These are areas which
require special attention like the title needs to fascinating must immediately grasp the attention of
its prospect as it is the area which can either make or break the purpose of post (Davis, 2017).
Similarly, introducing must be clearly stated and appeal the interest of its audience suppose if the
introduction part is vague, long or confusing then no matter even if the content is fantastic the
2

reader won't go through it. Furthermore, conclusion is the end part of the post which should
support the whole post. It also carries call to action option which must increase the action of
consumer in favour of company. Herein, selected company which manufacture as well as sale
their cosmetic product internationally by using effecting making campaign like posting valid
content for the customer. In order to post content they look for appoint various blogger for their
brand as blogger helps to widespread the brand awareness of the company because they have
pool of large followers that trust the opinion of that particular blogger. Moreover, company
basically look for those blogger that can appeal the young audience as company mainly focus on
young audience who are more keen to invest in cosmetics (Withey and Lancaster, 2013).
Format the text properly: Blog must carry proper sub headings and the whole text
needs to be formatted properly like the long or big paragraphs breaks the attention of reader
(Morrison, 2013). Thus, the blogger should frame the content by using bullet points rather that
posting the whole content in form large paragraph to keep the attention of reader. Along with
that heading and subheading needs to be bold and clear. In reference to respective company,
from alliances with those company that can engage the customer because of their relevant,
innovative as well as informative writing skill regarding their product (Ennew, Watkins and
Wright, 2014).
CONCLUSION
From the above report it has been determined that blog post which is a part of marketing
campaign holds wide relevance. Most of the people access the blog post of their interest and has
got more popularity in comparison to the website of the company. As it carries the public
opinion which are more preferred by the people. Thus, among all the marketing campaigns
organisation must invest in blog post by hiring the good blogger for their company. So that they
will write the positive feedback about the products of the company like cosmetics products and
increases the customer base of the company.
3

REFRENCES
Books and Journal
Kotler, P., et.al., 2013. Fundamentos de marketing. Pearson Educación.
Okazaki, S., 2012. Fundamentals of mobile marketing: theories and practices. New York, NY:
Peter Lang.
Malhotra, N. K. and Malhotra, N. K., 2012. Basic marketing research: Integration of social
media. Boston, MA: Pearson.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Connolly, R., 2015. Fundamentals of web development. Pearson Education.
Davis, M., 2017. The fundamentals of branding. Bloomsbury Publishing.
Morrison, A. M., 2013. Marketing and managing tourism destinations. Routledge.
Emblem, A. ed., 2012. Packaging technology: Fundamentals, materials and processes. Elsevier.
Withey, F. and Lancaster, G., 2013. CIM Coursebook Marketing Fundamentals 07/08.
Routledge.
Ennew, C., Watkins, T. and Wright, M. eds., 2014. Cases in marketing financial services.
Butterworth-Heinemann.
Online Source
Content marketing makeover 2018, [Online] Available through:
<http://markerly.com/blog/estee-lauder-content-marketing-makeover-to-attract-
younger-buyers/>
4