Digital Marketing is all about optimising reach using creative strategy through digital platforms, but it is so much more to that when we are dealing with companies that represent themselves as a role model to their fellow supporters. It extends to morale, issues surrounding political, environmental and even social issues. Humans are critical creatures and the digital era has maximised the potential for consumers to spotlight and magnify issues by companies, creating this ‘cancel culture’.
Digital marketing extends to morale because it ultimately paints a picture of your company, there is less of promoting products and more of promoting lifestyle.
A prime example of lack in morale is the brand Drunk Elephant, a skincare brand retailed in both Sephora and Mecca that target young consumers. Known for its ability to achieve exceeded expectations in skincare and its ethical use of ingredients and packaging. Their brand came under harsh criticism, when confronted with users who commented opposing ideas against the company’s philosophy. They were quick to defend themselves, rather than empathise and come to a resolution to their customer’s enquiries.
How does this tie in to digital marketing? Customer service is in its own shape form and sound, however when it is displayed on media for everyone to see, they are responsible for managing themselves as a professional individual. They are marketing themselves as an ethical and cruelty free brand yet are replying with comments that are inconsistent with what they truly stand for.
When have you ever experienced something similar and do you still shop with them?
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