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L'Oreal Expanding Direct-Response Focus, Executive Says

May 16, 2014: 12:00 AM EST
L’Oreal plans to expand its focus on direct response marketing in the United States, according to the company’s assistant vice president of US digital, Roxanne Barretto. She said the company’s DR efforts are in response to ecommerce and mobile marketing initiatives of its media and retail partners. Developments related to digital technology have also encouraged consumer packaged goods companies to study and adopt DR platforms, Barretto added. Leading CPG companies are also expanding their investments in digital marketing, she said.
"CPG Ad Spending 2014: L'Oreal Looking to Invest More in Direct Response", eMarketer , May 16, 2014, © eMarketer Inc.
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