L'Oreal's Redken customizes marketing to each customer segment

03/5/2013 | Mobile Marketer

The combination of L'Oreal using Google mobile advertising and its debut of the Redken mobile site has increased smartphone-originated traffic to 23%, a 519% boost from the year before, Rimma Kats writes. The company segmented its target between mobile and desktop-computer users to hit consumers as well as professional users of its products. "Successful marketers understand who their different customer segments are, how those audiences interact with their brand, and how they can create experiences across devices and platforms that engage and delight those users," Google's Brendon Kraham says.

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