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2013年,全球美妆公司L’Oréal的数字媒体预算不到其整体营销预算的15%。到2016年,这一比例翻了一番,达到30%。根据L’Oréal的A/NZ新闻数字和媒体负责人Christophe Eymery的说法,虽然电视仍在其媒体结构中占据主导地位,但现在的欧莱雅的数字支出将达到或超过市场平均水平。为了实现这个数字化的转变,L’Oréal改变了媒体组合和内部团队构架,公司内部引进更多专业人士和创意媒介代理的人士,来提高专业知识,并注重高层的数字教育。包括每年一次的场外会议,让各部门员工围绕
In 2013, L’Oréal, a global beauty company, had a digital media budget of less than 15% of its overall marketing budget. By 2016, this proportion has more than doubled to 30%. According to Christophe Eymery, head of L’Oréal’s A / NZ News Digital and Media, the current digital spending of L’Oreal will meet or exceed the market average, although television is still dominant in its media structure. To achieve this digital shift, L’Oréal has transformed the media mix and internal team structure, introducing more professionals and creative media agencies inside the company to enhance its expertise and focus on high-level digital education. Including the annual off-site meetings, so that all staff around