Cosmetic lovers have a firmly fixed idea of what their "holy grail" products are. Items such as primer, a makeup sponge or concealer are so essential to their personal beauty routines that they can't live without them. Just like their customers, beauty brand marketers also have a "holy grail:" a marketing mix modeling strategy that drives consumer conversations both offline (face-to-face) and online (social media).

Whether conversations are taking place offline or online, what consumers say about your brand is at the core of its identity. For example, cosmetics brand Maybelline offers an instructive case study about how to optimize marketing to encourage consumer talk. Although the brand's primary marketing focus is digital, offline conversations surrounding the brand have soared over the last six months, according to recent data from Engagement Labs.

Why consumer conversations are important

Social influence plays a significant role in driving sales. In fact, a recent survey found that consumer conversations impact 19% of sales — or between $7 billion and $10 billion in revenue. Offline or face-to-face discussions are responsible for a little more than half of this impact, while social media accounts for slightly less. Research also shows that the conversations consumers have offline are very different from those they have online. So, when a brand's marketing strategy fails to engage one sphere of conversation, it misses a huge opportunity to increase sales.

Read the full Marketing Dive article, here.

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