How Cosmetics Giant Estee Lauder Leverages Social Media on a Global Scale
An interesting interview with Dennis McEniry, President, Online, Estee Lauder Companies about how Estee Lauder use Social Media on a global scale.
The one thing I take from this interview is how important localisation is, and that eventhough they are spending large amounts of money on advertising and marketing it is up to each brand, and each country / territory on what mix of social media, TV, print etc that it involves. I think thats incredibly important when you’re trying to push brands / products at a global level. Just because most of your customers use Facebook in the UK / US doesn’t mean that it’s incredibly important to your customers in China for instance.