Valentina Borbone of Zuni Digital Agency began by asking participants to question how engaged their brand was in light of the recent statistic that seven in 10 marketers have little understanding of the social media conversations surrounding their brands.
The statistics revealed included 184 million people are now blogging worldwide and 57 per cent of Australians publish their opinions online. Over 85 per cent of Australians read other consumers’ opinions online, specifically about products, services or brands and 57 per cent have watched an online video to support a purchase decision.
In the consumer trust stakes, recommendations from other consumers come at the top of the results, with a staggering 78 per cent - above newspapers, brand websites and magazines.
The customer journey and digital touch points were explained along with some successful digital case studies specific to beauty and an overview of how to leverage some of the online tools available to best engage and reward the audience.