奢侈品不在高高在上:注重网络营销

奢侈品已经不在摆出高高在上的姿态,emarkter的数据显示,有82%的奢侈品牌打算增加在数字媒体上的营销,而72%的奢侈品牌意图在社交网站上增强营销,看来,奢侈品牌也认识到,只有更多的用户在网上“晒”奢侈品,才能真正促进奢侈品发展。
Digital and social to see increased focus in 2013
Faced with a luxury consumer who has high mobile expectations and a demonstrated tendency to spend big online, luxury marketers are upping the ante. According to a survey of over 130 worldwide luxury marketing executives conducted by Worldwide Business Research and ShopIgniter, 85% said they planned to increase their digital marketing spend in 2013. Social media was a particular area of focus, with 72% increasing spending in that area specifically.
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Facebook is presently seen as the key social platform; 95% of luxury marketers said they were actively engaging customers there. Twitter was the next most popular platform, followed by relative newcomer Pinterest.

The power of social is considerable. Facebook, Twitter, Pinterest and YouTube were all more popular places to engage consumers than ecommerce sites, which have a more direct connection to online luxury brands. That being said, more than half of respondents were reaching out through those channels as well.
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Visual-focused social sites held special appeal to luxury marketers given their preferred content strategies and conversation tactics. The most popular approach among content, conversation and product-promotion tactics: posting product imagery, which 81% were using. A majority also said they were deploying video (75%) and content related to new product launches (60%).

When it comes to mobile, however, luxury marketers are still finding their way. While affluent consumers are more likely to be smartphone users than the general population, packing a premium experience into a small screen presents a challenge for luxury goods marketers, for whom luxe is in the details. Only 35% of marketers said they used mobile apps, and only 26% were making use of mobile commerce.
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Loyalty programs were another little-used tactic that could potentially play a big role on the web—so far, just 20% were trying them.

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文章名称:Luxury Marketers Investing More in Digital
文章来源:emarketer
文章链接:http://www.emarketer.com/Article ... ore-Digital/1009619


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