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|World & Business - Marketing|
|Thursday, 02 August 2012 10:44|
In the world of luxury on the "renew or die" has always carried the letter, but should this aphorism apply equally when it comes to entering the world 2.0? Luxury brands have for years remained reluctant to digital marketing. They fear that this communication channel so democratized and accessible to all discredit your brand and affect the positioning of those products that stand out because they are only accessible to a privileged few.
But it seems to have finally realized that the internet is a basic element of their marketing strategy. Maybe that's why in recent years, the premium brands have made their presence in social media. And it has been a success since the latest data shows that sales in this sector have increased by 16% over 2011. As happens in the offline world, the luxury business model is more complicated than that of consumer and marketing requires a more cautious and more studied, especially since the quality aspect. It should develop a strategy developed with a previous digital 'know how' specific and has as pillars the coherence and consistency with the identity and values of the company.
To try to answer to the title of this post, we will build upon the "five commandments of digital marketing for luxury brands" Duke Greenhill, founder of advertising agency brand première Greenhill & Partners in New York. According to this expert, the question is not whether elite brands may or may not weather the digital democracy, but how to do it:
1. Democratizes the brand, but not subtract value: luxury brands are obsessed with losing their uniqueness in social networks, they think that moving from a market as broad hypersegmented one detract from them. They forget they have that status thanks to an exclusive group of consumers who want to enjoy their product despite being out of reach. Social media allow these brands to play with the aspirations of users, with their wishes, make them feel closer to the mark, which was impossible 10 years ago. Therefore, if these brands want to establish a good digital strategy, should be directed to the two targets: the client and the aspirational consumer.
2. Do not kill the conversation, one of the biggest fears at the time of entering into the 2.0 world is that if you allow interactivity and user generated content will lose control over brand image, but nothing is further from the truth. One of the biggest advantages of these methods is the ability to generate engagement with your audience, of offering a more personal and close. Never kill the conversation, conversely, invite them to participate, this will give them a feeling of exclusivity that does not get otherwise.
3. Honor the digital medium: digital marketing can be as luxurious as the marks are willing to do so. Remember that a video for Facebook deserves the same quality production and a TV spot, the quality of the photos in Pinterest not be less than those in the magazines and you have to take care of every detail in the design of the web as you would any luxury product.
4. Do not steal from traditional media: digital campaigns of these products require a development strategy, production and deployment specific to their digital channels. It's a great chance to spread exclusive content such as videos of "making of" campaigning, rare photos, interviews with the creators. A good example is Burberry and its "Art of Trench".
5. Do not seek to imitate channels: Just because a brand he is running a channel or a specific social network does not mean it will work for you. Be careful not to use a platform just because it is fashionable, because it can not go with the nature of your product. You must find out which social media move your customers and get settled there.
An example of the use of digital marketing is the "engagement ring search" Tiffany's. An error was clear for the prestigious luxury watch brand Breguet opened an official page on MySpace, a social network that the target audience for this brand probably will not know.
When addressing the social media, luxury brands must be clear about these three concepts.
Do not wait to see what your competition is doing, go ahead and surprise your audience, whether actual or potential, with new and exciting sensations. Get out of your comfort zone and shows why you are unique.