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Still Not Sure How To Measure The ROI Of It All, L’Oréal Pushes On With Digital

June 23, 2017: 12:00 AM EST
Despite a lack of evidence that its forays into the digital world are actually paying off, L’Oréal continues to do what it can to stay current with advanced technologies. In fact, it wants to do ”even better.” The latest of these technologies is voice search – think Amazon’s Alexa and Apple’s Siri – which the company believes will account for a fifth of all online searches within 18 months. The company wants to be at the forefront of that trend, a unique opportunity to tell consumers about brands and their stories. Lurking in the background of all this, however, is the ongoing “obsession” with the ROI of digital which, the company admits, it hasn’t quite figured out how to measure. [Image Credit: ©   L’Oréal]
Leonie Roderick, "L’Oreal prioritises voice search as AR struggles to ‘ramp up’", Marketing Week, June 23, 2017, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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