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How ELLE leverages customer relationships to deepen brand engagement

Author

Listed:
  • Elton, Laura
  • Lopez, Lisa

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.

Suggested Citation

  • Elton, Laura & Lopez, Lisa, 2018. "How ELLE leverages customer relationships to deepen brand engagement," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 6(2), pages 102-109, September.
    • Handle: RePEc:aza:jdsmm0:y:2018:v:6:i:2:p:102-109
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    More about this item

    Keywords

    online community; digital media; influencer marketing; micro influencer; omni-channel marketing strategy; social media marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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