“A closer look pays off,” Cathleen Burghardt, Head of Marketing at Tamaris, is convinced. In the interview, she gives a detailed insight into how the fashion brand measures the success of its social media activities.
Tamaris, a shoe and fashion brand of the Wortmann Group, is present in 26 countries with the online shop Tamaris.com. Of course, digital marketing also includes social media activities. Tamaris wants to expand this further and works together with a portfolio of specialized partners and agencies. One of them is Nexum. She has just secured the digital communications account for the Tamaris brand.
As Tamaris’ international social media lead agency, Nexum is responsible for implementing a uniform brand strategy with country-specific adaptations. Because Tamaris is represented in Italy, France and Greece with its own social media presence. In addition, there are the German and English-language online presences.
But how does the brand generally evaluate how successful its social media activities are and how well the content is received by the target groups? Internetworld.de spoke to Cathleen Burghardt, Head of Marketing at Tamaris, about how the fashion brand measures the success of its social media marketing and which key performance indicators are important.
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