Estee Lauder's Social Media Campaign Is A Smart Departure For Luxury Brands

DMNEWS — Estée Lauder's new social media strategy is a good example of channel marketing as an advertising approach. The cosmetics marketer needed to reach digitally oriented, social media-active consumers, and social media enables it to bridge the gap between online and offline advertising. Most premium brands' social media marketing efforts involve joining Twitter or creating a Facebook page or iPhone app. Estée Lauder, however, took it a step further in order to do something creative and truly useful for its target...