How Chanel and Rimmel London use Inbound Marketing


How Chanel and Rimmel London use Inbound Marketing 

Each organisations approach to inbound marketing

Chanel uses a visual approach to engage and establish a relationship with its customers. Using high quality content such as videos, they communicate its core values to the customers. Their videos are concise and compelling, making it a cultural experience for the customers. However, Rimmel London uses a more interactive approach, offering activities and links on their website for customers to follow and engage with

Strengths and weaknesses of the inbound marketing approach used by each organisation 


Chanel and Rimmel utilise the whitespace on their websites, making reading easier, also giving a good impression to buyer personas. They also have easy to navigate websites with clear headings, subheadings and keywords, improving the user experience and immediately informing the user of what the page is about. Chanel use’s useful, appropriate content which gives a clear understanding of the brand and what they offer. Chanel’s simple chatbot and an FAQ’s section enables them to educate and assist customer quickly and efficiently, offering the best experience. Chanel’s weakness is not offering an easy way for customers to offer their contact information making it harder for them to gain customer information and retargeting the customers. 

Rimmel London have tailored the language they use to be more personal, speaking to the customer directly as ‘you’, achieving greater interaction. They also offer options such as a ‘virtual try on’ and ‘find your match’ with foundation which is a great way to interact with the customer, gaining loyalty and custom. Rimmel also make it easy for customers to sign up for their newsletter enabling customer information to be easily gathered, further developing the relationship with the customer. However, Rimmel London fails to have a chatbot or FAQs page which limits the knowledge of which the customer has access to on their website. Both Chanel and Rimmel have a presence on social media which helps them develop a buyer persona, giving your brand a personality and making it more relatable and engaging for the customer. They both have social media icons on their web page, providing the user with more information and options. 

Which organisation has the best inbound marketing strategy and why 

Chanel has the best inbound marketing strategy. They offer a professional, concise and informative website which is clear and easy to navigate. They have established understanding of their buyer persona, middle to upper class women, which they have used to develop high quality content that is relevant and attractive to their buyer personas. Although Rimmel has also established their buyer personas and has an easy to use website, they lack in ways customers can interact with customer service to find out the information they require, such as not having a chatbot or FAQ’s which I believe is essential in gaining customer loyalty. 
 
Give examples of how each organisations could improve its inbound marketing 

Chanel could improve its inbound marketing strategy by including an option to sign up for a news letter in return for a discount. This would enable them to gain customer information easier and therefore retarget customers and drive more sales. Also, Chanel could improve its use content on social media by including more interactive posts such as examples of how to use products along side the campaign content they already post. 

Rimmel could improve its strategy by adding options for customers to interact with customer service or find out information by adding an FAQs page. This would enable them to gain further trust and loyalty from their buyer personas.

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