Costantino Papadimitriou, Forevermark’s senior vice president and CMO, sat down with JNA to share his insights into developing digital marketing initiatives that effectively meet buyers’ modern needs.

How would you differentiate digital and traditional marketing techniques? 

Whenever we talk about new initiatives, we always think of the 360-degree consumer approach and look to dial up or down, if needed, ATL (above-the-line) and BTL (below-the-line) marketing, all aligned to the key objectives for each campaign. The line between digital and traditional campaigns is increasingly blurring, so ensuring a 360-degree approach to communications and creating a continuous online-to-offline consumer experience is key. 

What is the latest on Forevermark’s digital marketing strategies? 

Since the launch of Forevermark in 2008, digital marketing has always been a crucial part of our marketing strategy. Over the past two years, we have further increased our focus on digital channels, including social media, customer relationship management (CRM) through email marketing, testing ecommerce in the US, and using WeChat and Secco in China. We also aim to enhance the omnichannel user experience through WeChat mini-programmes and interactive quizzes and tell stories beyond our products to emotionally engage with consumers.

We are also excited to explore the world of podcasting as a new communications channel. Growing in popularity globally, podcasts are highly accessible and can deliver an immersive, personal experience. Podcasts also tend to attract millennials seeking a more engaging content experience. 

Forevermark has a strong story to tell, especially via conversations and discussions with our fascinating collaborators. We’ve recently launched episode 1 of ‘The Power of a Diamond’ podcast series, with further episodes underway. The first episode explores the importance of safeguarding endangered species for future generations and the positive impact that natural diamonds can have to conserve, protect and restore high levels of biodiversity. 

We are also interested in the growing influence of livestreaming as an exciting communications channel to broadcast live events. This appeals highly to our millennial or Generation Z audiences, allowing real-time access to exclusive and immersive experiences globally. We recently partnered with Bibhu Mohapatra at the New York Fashion Week to livestream his Fall/Winter 2020 runway show, featuring Forevermark diamond jewellery on Forevermark.com.

What are the objectives behind your digital marketing initiatives? 

Digital marketing is constantly evolving and fast-moving. Forevermark is always looking to further enhance its digital marketing approach. Some key objectives include delivering a seamless omnichannel experience, developing our single customer view through CRM technology and communications as well as driving reach, impressions, engagement and conversions through our digital campaigns. 

Could you share with us your digital marketing plan for 2020 and beyond?

We have so many exciting activities in the works for 2020 and beyond, including sharing the incredible stories around our ‘Protecting Forever’ initiative and our partnership with Tusk. We are also incredibly proud of the work that our parent company, De Beers Group, is doing and its commitment to “building forever” – a mission to create a positive legacy for humanity, Mother Nature and the countries where De Beers operates, that will carry on beyond the recovery of its last diamond.