• by Joe Mandese  @mp_joemandese, August 20, 2015

When your brand is Neutrogena and an important part of your target audience are young people who are, how shall we say, not exactly the best spellers in the world, you’ve got a digital marketing challenge. One solution, Molly Garris, senior manager-digital marketing at the skincare product marketer, told Cross-Channel Marketing Insider Summit attendees during her opening keynote this morning, has been to leverage search engine optimization and easier-to-spell URLs to redirect consumers to neutrogena.com, lest they spell it incorrectly.

“Young people can spell acne, trust me,” Garris noted, describing the brand’s development of a solvemyacne.com minisite that has helped capture share from that market.