Growth by digitalization
Personalization +
Experience +
Data
= Loyalty
CHANGED CONSUMER BEHAVIOR
“Consumers have digitized their media consumption patterns enormously in recent years,” says Axel Adida, Chief Digital Officer at Beiersdorf. “Digital platforms are increasingly part of their daily lives: search engines, social networks and gaming. In the USA, for example, consumers under the age of 65 already use digital media more frequently than traditional television. On average, social network users now spend 30 minutes a day on each major platform, such as Facebook, Instagram, YouTube or TikTok. And major social networks attract multibillion consumer audiences globally.”
A similar digitization trend is evident in shopping: E-commerce has grown significantly to become a beauty and skin care destination, which is expected to continue its dynamic development in the coming years. “O+O+O” (Online, Offline, Omnichannel) is is the new normal: Not only is online retail a channel in its own right, but it also complements classic offline retail, as consumers search before they buy. Here, omnichannel propositions have been widely adopted, such as click and collect, whereby consumers order online and pick up in-store.
“Consumers have digitized their media consumption patterns enormously in recent years. Digital platforms are increasingly part of their daily lives: Namely, Search engines, social networks and gaming.”
Axel Adida
Chief Digital Officer
Digital platforms, with their powerful algorithms, favor content that is most relevant to consumers’ needs and wants. This is why Beiersdorf has relied on precision marketing: Sending the right message, to the right people, at the right place and time. Beiersdorf’s campaign for the NIVEA LUMINOUS630® Anti-Dark Spot range exemplifies how digital channels enable greater relevance. Very different groups of people experience dark spots, for very different reasons: “We therefore develop different approaches for each target group and address the particular concerns of consumers in our precision marketing campaigns: From sun-induced dark spots, age spots, and pimple marks, to dark circles and hormone-related spots,” says Thorsten Schapmann, Global Media Director at Beiersdorf.
Specific and targeted approach
Dark spots can be attributed to a wide range of factors. The most common of these include sun exposure, hormones and age. Therefore, attention is being drawn to the NIVEA LUMINOUS630® Anti-Dark Spot range with a precision marketing approach. This enables different groups of consumers and their particular needs to be specifically addressed.
And because these consumers also vary widely in their communication behavior, the messages and tonality in our campaigns also vary, as do the means and media of communication. “The key is to identify the composition of the different audiences and to address them as specifically as possible,” Schapmann says. “And powerful digital technologies are crucial for this. By constantly testing new ideas and innovative advancements to optimize our approaches, we can give our consumers as many compelling customer experiences as possible.”
Carefree in the sun
Beiersdorf has also been working with various cancer support organizations for years, to educate people about the harmful effects of the sun and proper skin protection. And it has been shown that the more accurately individual life situations are portrayed in these campaigns, the greater their visibility. This is why Beiersdorf also uses the precision marketing approach for information and education campaigns.
Effective information and education campaigns
The information and education campaigns developed by Beiersdorf also utilize the benefits of precision marketing: “NIVEA is the No. 1 sun protection brand in Europe,” says Schapmann. “So we not only have the know-how, but it is also important for us to educate people about skin and sun protection. To this end, we have collaborations in several European countries, for example with cancer support organizations, to educate people about how to protect themselves from harmful sun exposure.” In order to reach as many people as possible with an emotional and high-impact message, our campaigns are tailored to the different lifestyles, preferences and needs of each target group and presented in their preferred media. A family on vacation at the beach will therefore receive different communication content and formats than those who enjoy hiking, jogging, biking or skiing.
“By constantly testing new ideas and innovative advancements to optimize our approaches, we can give our consumers as many compelling customer experiences as possible.”
Thorsten Schapmann
Global Media Director
Growth through digital marketing
As the key figures obtained by Beiersdorf for various markets and regions clearly illustrate, precision marketing campaigns are many times more effective than conventional campaigns. In addition, the complete digitalization of communications makes it possible to measure the effects of campaigns in detail and to constantly optimize them in terms of cost and benefit. “We can very clearly demonstrate that precision marketing has played an important role in helping us to expand our market share in recent years and to manage our budget even more effectively,” says Schapmann. “As a result, we will make even more thorough and extensive use of digital marketing technologies in the future – and this will allow us to more precisely address the wants and needs of our consumers around the world.”