Jarábik Barbara: Make sure your messaging is consistent – from your website to your social media posts, everything should reflect the luxury image you are trying to create. Be strategic in your use of social media marketing – a luxury brand should be active on social media platforms to generate brand awareness. However, it’s important to maintain a sense of privacy and exclusivity with your online presence. You should also consider the demographics of your target audience and use the digital platforms that will reach them most effectively. It is forecast that Gen Y (born between 1981 and 1996) and Gen Z (born between 1997 to 2012) will represent 45 percent of all luxury sales by 2025. Therefore they should play an important part in your digital marketing strategies.
Use influencers to make products go viral: Did you know that 39% of brands plan to increase their budget for influencer marketing? You should, too. Influencer marketing is one of the most cost-effective advertising strategies you can invest in. You can pay a social media influencer or another brand with a large loyal audience to promote your product. This can easily have a much better ROI and cost-effectiveness than PPC or many other approaches to marketing a luxury business. The key is to find influencers who share similar values and target audiences. Otherwise, you will be advertising to the wrong group of people and won’t see much results from your campaign.
Email marketing is extremely effective for e-commerce marketing and increasing customer loyalty, as it provides the opportunity to educate consumers and tell them about new experiences or products offered by the brand. Harrods do an exceptional job with their email marketing campaigns, and are well worth subscribing to for email campaign inspiration. In the near future, talking about online and offline will be like talking about the benefits of our left leg vs. our right leg. Both are integral to the other. It seems that every few months Burberry are running a new online brand-awareness campaign, driving luxury shoppers into their stores. Once those customers are in the stores, they’re encouraged to take pictures, share content, watch live streams, and use in-store iPads.
Expanded Text Ads are now our reality, and there’s never been a better time to market your high-end product using the power of paid search. With all that extra space comes the ability to differentiate yourself from the rest of the SERP with language instead of relying solely on brand recognition. After all, even when you’re bidding on branded keywords, there’s a good chance you’ll be competing with third party distributors and your direct competitors. The copy you use in your text ads will be the difference between earning a prospect’s click and watching them scroll on by. As you can see in the column on the left, STA (what used to be called Standard Text Ads) placed tight restrictions on your ability to say anything compelling in your ad copy. How can you stand out from the competition when everyone’s pigeonholed into using the same five-ish sentence fragments? Off the top of my head, hiring a commercially motivated haiku writer was the only plausible solution.
“Everything we do, we believe in challenging the status quo. We believe in thinking differently (why Apple exists). The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly (How Apple achieve their why). We just happen to make great computers (What Apple do).” Communicating the story behind your products, and explaining the values that define a luxury brand, is fundamental to effective luxury marketing. Aston Martin do a great job telling the story of their brand heritage on all of their product pages and digital content. By explaining that your brand represents an assurance of luxury, quality, performance, style, or whatever value you stand by, you will find it easier generating advocacy for your brand online. See even more information on https://disqus.com/by/barbarajarabik/.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The entire digital signage mirrors market was estimated at USD 780 million in 2021. The world market is expected to grow steady at a CAGR of 12.21% to reach USD 910 million by 2023. Digital signage mirrors can greatly improve individual efficiency by choosing outfits as per weather updates while also offering bus and train schedules (including traffic updates). Digital signage mirrors in smart homes, planes, commercial spaces, hotels, etc. are designed to be connected to users as well as with different devices around. Energy efficiency is one of the major advantages that will drive the adoption of digital signage mirrors.
