The power of marketplaces
Since the entry of Amazon into the Dutch e-commerce landscape, the development of marketplaces in the Netherlands has accelerated. To anticipate this important development as quickly as possible, Creative Cosmetics immediately sought an online marketing agency that could guide them in this. Manouk van Dalm, Operations Manager at Creative Cosmetics: "Naturally, we want to be where our target audience is, and marketplaces play an important role in that. By combining our product data with the expertise of Maxlead, we can optimize our performance on marketplaces. Our goal is for all these platforms to provide more reach and visibility. More and more often, marketplaces are the starting point of the search for a product. The optimization of the platforms for Creative Cosmetics is expected to lead to a natural expansion of our webshop."
Anticipating changing consumer search behavior
Creative Cosmetics has the ambition to accelerate expansion within the Benelux and Europe and to better align online activities with the wishes and behavior of potential customers. Therefore, discussions are already underway to expand cooperation beyond marketplaces and other search engine activities.
Carlijn de Graef, New Business and Strategy Maxlead: "We are just at the beginning of the collaboration, but there is indeed already talk of a comprehensive partnership that includes all facets of digital marketing. The changing search behavior of consumers has a clear impact on the company's customer journey. The fact that online marketing channels, which are traditionally more upper funnel oriented, have slightly shifted to a more purchase phase-oriented approach (lower funnel) after the rise of marketplaces, calls for further professionalization of the use of all 'below the line' marketing communication. We have already demonstrated how we can achieve significant conversion improvements with a number of steps and have a clear 360-degree approach in mind. I think it would be fantastic if we could further intensify our collaboration with this in the future."
