Investigating Marketing Strategies
Butenko, Emily (2020)
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This thesis aims to explore digital marketing strategies of a beauty brand Glossier, to gain a clear understanding of their marketing activity and connect that to gaining brand trust. Therefore, the research question is as stated: “What digital marketing strategies can make your customers trust your brand more?” The thesis was written in a form of a case study, and the material for the research was collected through conducting a second-ary literature review. The material of interest were online articles on Glossier marketing strategies, and interviews with the founder – Emily Weiss. The case study was limited only to Glossier and the digital marketing strategies they used to build brand trust. As a result, having reviewed 13 articles, written within the last 5 years, (published no later than 2015) The author was able to generate a pattern of digital marketing strategies repeatedly men-tioned and discussed. They are: Creating a unique brand identity, Involving customers in product creation, Social listening and customer engagement, Customer experience manage-ment for building brand loyalty and finally, Instagram marketing. It was found from the research conducted, that Glossier is a customer-centric brand, that has a unique marketing strategy, through which they engage with their customers regularly, involving them in product creation, making them brand ambassadors, asking for their opinion and social lis-tening through several social media channels, mainly, but not limited to Instagram. As a result, they have built strong relationships with their customers, who trust Glossier to create quality products.