This Week In Marketing: ULTA Beauty’s New Media Network for Advertisers and More

According to a recent press release, Ulta Beauty (UB), the nation’s largest beauty retailer announced the launch of its retail media network. The media network will delivery a “winning digital strategy for brand partners to personalize consumer engagement, drive growth, and fuel measurable returns.”

What do businesses need to know?

The new UB Media platform draws on 37 million consumer profiles linked to the brand’s Ultamate Rewards. Advertisers using UB Media can tap into that data to inform their social media and influencer marketing campaigns.

This new capability will deliver a winning digital strategy for brand partners to personalize consumer engagement, drive growth, and fuel measurable returns. According to Brent Rosso, Vice President of UB Media, “No one knows the beauty industry and its audience like Ulta Beauty. Our new offering reinforces our ability to engage guests where, when, and how they want to connect, with hyper-focused advertising efforts in a dynamic ecosystem and further elevates our position as brand partner of choice.”

In other news…

Instagram is testing a new Stories layout which could have negative effects on the content strategy of many marketers. The new layout will now only displaying the first three frames in a user’s Stories, along with a tiny ‘Show all’ prompt in the top left of screen (that you can barely see).

What do businesses need to know?

If you’re posting more than three frames to your Story, those later ones will be significantly less likely to be seen. Users might soon need to expand Stories to see the entire thing.

This will most likely lead to a significant decrease in views and reach. Marketers are concerned that this will mess with engagement stats.

Read more here.

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