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No, You Don’t Need a Digital Strategy.

No, You Don’t Need a Digital Strategy.

When L’Oreal introduced its Makeup Genius app, our team was excited. To have fashion and technology come together so seamlessly was just awesome. The fact you can try multiple shades of favorite beauty products without having to buy them all was pretty sweet, too. I thought I was complete enamored of the concept – and then I read L’Oreal CMO Marie Gulin-Merle’s commentary on how the technology was developed in this week’s Think with Google and it got even better.

Gulin-Merle began by talking about how we all use technology in our everyday lives. It’s not a special event to do research, shop, or connect with friends on our phones: that’s just the way the world works. We use our mobile devices before, during, and after our shopping excursions. Gulin-Merle said, “Because of this, we recognized that digital couldn’t continue being its own channel—it had to be a part of everything we do.”

She’s absolutely right! Digital is a tool, not a tactic. The siloing needs to stop. Businesses don’t have digital customer service and in-store customer service: they have customer service. Likewise, digital sales and in-personal sales. We don’t need to differentiate between traditional and digital marketing – it’s all marketing. And perhaps most important of all, as a business owner, you don’t need a digital strategy. You need a strategy that has a digital component built-in.

[Tweet “Digital couldn’t continue being its own channel—it had to be a part of everything we do. – L’Oreal”]

Back to Gulin-Merle. She identified three criteria as being essential to Makeup Genius’ success: personalization, data, and storytelling. It’s hard to think of an application more personal than Makeup Genius, which literally scans a customer’s face to help them select the right products. If technology and money were no object, what type of highly personalized service would you offer your customers? Hold on to that thought: technology is advancing so quickly that the price of implementing great ideas will be lower.

L’Oreal used search data to identify the type of content that would be most of interest to their customers. This is something that any business owners who have access to their Google Analytics can do. The key is to begin familiarizing yourself with the data already available to you and begin discerning actionable insights from it.

Finally, storytelling. Gulin-Merle explained how storytelling was a critical component of promoting their Root Cover Up Spray product. One of the channels they used was YouTube, where a six-second video clip was enough to illustrate how quick and easy it is to use the spray. Identify the concerns your customers have about products, such as ease of use, or application confusion – storytelling can provide the answers in a quick and simple way, boosting customer confidence and persuading them to buy the product and give it a try.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office