French cosmetics company L'Oréal is revamping its approach to digital marketing by making each of its personnel more focused on a specific branch of promotion, TheDrum has reported.
Its chief marketing officer for the UK and Ireland, Hugh Pile, told the trade publication that a marketer in a modern landscape can no longer be a “jack of all trades,” but rather must make a particular area of promotional expertise – whether it is customer-relations management, social media practice, data analytics or artificial intelligence – their own.
This has afforded the L'Oréal marketing staff for the UK and Ireland “empowerment,” Pile believes.
“It’s still early days but we’re already seeing people from the team say ‘I know clearly where my role stops and someone else’s starts,’ ” he says. “And that sense of moving away from a jack-of-all-trade notion to specialists that collaborate has liberated them in their roles.”
Pile says that technology in this way has allowed “to harness the complicated and view it in a simple fashion and that’s when the marketers really fly.
“They’ve always been good at analysiing data but what haven’t been able to do is aggressively train every single person on the tools and tech needed to truly understand what’s going on.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.
