Marc Jacombs, the famous beauty brand targets customers who lies a post that includes a specific hashtag “#ShopMJB”. The digitial team for Marc Jacombs worked with the company’s email provider, Bronto Software and created a new sales method on Instagram. Users who sign up on Instagram and like anything from the company’s account @marcbeauty that has a “#ShopMJB”. An email will trigger with a link to a product page on Marc Jacob’s website. The Marc Jacombs Instagram account used to use the hashtag everyday but after the launch they have only used it 3 times for measurement purposes. They receive an average of 2,300 likes on each use.

I think this is a great method of combining the Instagram platform with email marketing. With this type of data tracking, they are able to target a specific type of customers who like their products with email marketing. This way they are less likely to get random people who are not interested and their click through rate will be a lot higher for their advertisements. This is just a start for hashtag tracking technologies. In the future companies can market directly to you by a lot more of your online social media behavior. Imagine liking someone’s post on chugging a beer and getting immediate coupons and deals for alcohol. That’s what the future of e-marketing is heading towards.

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