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.
Don’t neglect customer service: When you step into a designer store like Burberry or Louis Vuitton, what’s the first question you’re often asked? “Would you like a glass of champagne or tea?” That’s how it’s done. Brands like these treat their customers like kings and queens. Offering champagne and having a lounge within stores also adds to the luxurious branding. It makes you feel like you’re in a completely different world. Loyalty and repeat purchases are huge components of a successful luxury business. Customers who come back to purchase new releases or existing products have very high average lifetime values. This is why you must treat them extremely highly and ensure they are 100% satisfied. As a matter of fact, 55% of consumers would pay to have a better customer service experience.
For luxury brands, the Internet does not represent wider distribution of actual products. It’s a wider distribution of the content that evokes the desire to buy luxury products. Translated to the offline world, effective digital marketing is like running more advertisements on buses, or more TV ads, or having more stores in Central London. Exclusivity can be created online through private member groups, concierge services, or digitally-delivered loyalty perks that are reserved specifically for previous customers.
The first, and easiest, strategy for marketing your luxury brand is classic “addition by subtraction.” You’re probably already incorporating negative keywords into your optimization routine, but did you know you can save time by uploading them at the account level? Account-level negative keywords are a simple addition to your AdWords efforts; all you need is a CSV file loaded with negative keywords. From there, you simply upload the file in the Bulk Upload tab of the Shared Library and then apply it to as many campaigns as you’d like. Doing so has a handful of benefits, but the most important for marketing luxury goods and services is the ability to weed out unqualified traffic.
In fact, Chanel are one of the most ‘pinned’ brands on the social network, with over 1,244 pins of Chanel products pinned on the social network per day on average. This is made even more impressive when you consider that Chanel do not even have an account on Pinterest (it’s all driven by their advocates). A luxury brand that I came across who do an exceptional job of marketing themselves on Pinterest is 77 Diamonds in London. Their Pinterest profile is aspirational, educational, and strikes a great balance between not being too promotional, yet still raising awareness of 77 Diamond’s products. Find even more info at Jarábik Barbara.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The world digital signage mirrors market was estimated at USD 780 million in 2021. The world market is expected to grow at a CAGR of 12.21% to reach USD 910 million by 2023. Digital signage mirrors can vastly 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.