O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
12 do’s and don’ts of luxury digital marketing 
bigdigitalumbrella.com 
marketing | digital strategy | customer experience
do: tell the artisan story 
luxury products are artisanal by definition. so a large part of your content 
marketing strate...
don’t: talk pricing 
a luxury brand never communicates on price or affordability (or lack thereof). 
any consumer with a s...
do: vet 3rdparty vendors 
most consultants, agencies, and media producers, do not inherently 
comprehend luxury marketing....
don’t: compete 
luxury doesn’t compete. don’t use digital marketing to compete or position 
against other brands in the sa...
do: use digital for customer service 
customer service ismarketing. especially in luxury. it is an integral and expected 
...
do: gate your customers 
use digital to “protect” existing customers from the public at large. an excellent 
way to do thi...
don’t: use discounting 
stay away from any digital contests, games, and giveaways where discounted 
product is involved no...
do: pick media outlets wisely 
every blogger, every community, and every online publication is not necessarily 
adequate f...
do: target the right markets 
do not confuse your awarenessmarket –people who know your brand –with 
your purchasemarket –...
don’t: sell on the internet 
never sell a luxury product on the internet. no matter what a consultant 
or e-commerce platf...
do: innovate distribution 
in many luxury segments, distribution is the sweet spot where digital can help 
innovate. it’s ...
do: be efficient, not subservient 
in the luxury world, the customer is not always right. the brand is always right 
when ...
keep your marketing, digital strategy, and customer experience initiatives out of the water. 
bigdigitalumbrella.com 
mark...
Próximos SlideShares
Carregando em…5
×

Big Digital Umbrella's 12 do's and don'ts of luxury digital marketing

1.157 visualizações

Publicada em

Marketing and digital strategy for luxury brands has little in common with traditional marketing. Learn some of the key points to remembers with 12 do and don't tips of luxury digital marketing from your friends at Big Digital Umbrella, a marketing and digital strategy consulting firm focused on high-tech and luxury brand clients.

Publicada em: Negócios
  • Seja o primeiro a comentar

Big Digital Umbrella's 12 do's and don'ts of luxury digital marketing

  1. 1. 12 do’s and don’ts of luxury digital marketing bigdigitalumbrella.com marketing | digital strategy | customer experience
  2. 2. do: tell the artisan story luxury products are artisanal by definition. so a large part of your content marketing strategy should include communication about product design, origin, craftsmanship, and creation. if the content emanates directly from the creator, so much the better. 1
  3. 3. don’t: talk pricing a luxury brand never communicates on price or affordability (or lack thereof). any consumer with a smart phone can and will figure out a product’s price in under 60 seconds. so why bother? luxury brands should use digital to communicate about dreams and aspirations. not prices. prices are for in-store discussion. this is partly why e-commerce sites for luxury brands are a horrible idea (see #10). 2
  4. 4. do: vet 3rdparty vendors most consultants, agencies, and media producers, do not inherently comprehend luxury marketing. as such, they often try to apply traditional marketing strategies and tactics to luxury brands often causing undue damage. this is because virtually every traditional marketing rule breaks when applied to luxury brands. but most digital agencies and agents are very focused on “social media” when in fact “social media” and luxury are completely orthogonal by nature. 3
  5. 5. don’t: compete luxury doesn’t compete. don’t use digital marketing to compete or position against other brands in the same category. luxury brands should never communicate on competitiveness either online or offline. in your digital communication, other brands don’t explicitly exist. 4
  6. 6. do: use digital for customer service customer service ismarketing. especially in luxury. it is an integral and expected part of the luxury experience. leverage all digital means at your disposal to provide outstanding, personalized, and unique customer service at every customer touch point including retail channels, stores, corporate, distribution, community, and online properties. 5
  7. 7. do: gate your customers use digital to “protect” existing customers from the public at large. an excellent way to do this is via privately gated exclusive online communities. 6
  8. 8. don’t: use discounting stay away from any digital contests, games, and giveaways where discounted product is involved no matter how enticing the perceived ROI might be. a luxury brand can never discount. on the contrary, it must always strive to increase prices. resistance to these increases is inverselyproportional to the brand’s value. 7
  9. 9. do: pick media outlets wisely every blogger, every community, and every online publication is not necessarily adequate for your brand. some might actually be harmful. while others may be useful, but not timely. do extensive homework. and resist the urge to “be everywhere”. instead, focus on cultivating influencers and brand ambassadors both off and online. it’s better to be well positioned and respected on selected sites than to be loud and obnoxious everywhere. 8
  10. 10. do: target the right markets do not confuse your awarenessmarket –people who know your brand –with your purchasemarket –existing customers and people who can afford your brand. a luxury digital strategy should clearly and distinctly separate both markets and address them differently. don’t spend inordinate amounts of time agonizing over right and wrong market segments. your market is anyone who buys into the dream and can afford your product. period. 9
  11. 11. don’t: sell on the internet never sell a luxury product on the internet. no matter what a consultant or e-commerce platform vendor might recommend. some brands can get away with selling a few peripheral or entry-level items, but very few. in luxury, the “everyone else does it” argument is moot. luxury by definition should never follow trends -that’s for fashion –a whole other industry. luxury must be unique and different. internet should only be used build mind-share, increase demand, improve distribution, or provide personalized customer service. 10
  12. 12. do: innovate distribution in many luxury segments, distribution is the sweet spot where digital can help innovate. it’s also where digital can help you build customer insight. leverage digital to connect customers to retail points, retail points to the brand, and customers to the product directly and in personalized fashion. don’t make it super easy to buy. make it super convenient. 11
  13. 13. do: be efficient, not subservient in the luxury world, the customer is not always right. the brand is always right when it comes to product, messaging, and image. it’s a supply-side model. so use digital to make customer experience more efficient, memorable, and valuable. never to make the brand subservient to wishes, trends, fads, or suggestions of the moment. 12
  14. 14. keep your marketing, digital strategy, and customer experience initiatives out of the water. bigdigitalumbrella.com marketing | digital strategy | customer experience get under our umbrella. t: @BigDigUmbrla f: facebook.com/BigDigitalUmbrella

×