How ELLE leverages customer relationships to deepen brand engagement

Laura Elton and Lisa Lopez

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 2, 102-109

Abstract: The advent of social media and digital channels means that brands must continuously find new ways to reach their audience. This ever-changing market requires that digital media brands innovate or face irrelevancy. This paper details how ELLE, the global fashion and lifestyle magazine, engages its audience across all platforms to inform marketing, advertising and brand management. It also covers how the magazine’s privately branded online community allows it to monetise the influence of its customers who are active participants in content ideation.

Keywords: online community; digital media; influencer marketing; micro influencer; omni-channel marketing strategy; social media marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/1870/download/ (application/pdf)
https://hstalks.com/article/1870/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2018:v:6:i:2:p:102-109

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().