Luxury Brands Deepen Their Commitment to Digital Marketing and Advertising

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According to a recently study by WBR, luxury brands are spending more money than ever before on digital marketing and advertising [source]. High-end brands are keeping pace with consumers who enjoy (and demand) the convenience and privacy of shopping online. The tipping point has arrived, and the money luxury brands have invested in digital proves it.

The survey indicated that nearly all of luxury retail respondents increased their digital marketing investment in 2014 (92%). This stunning number suggests that it is now impossible for luxe brands to not have an online presence.

According to a recently study by WBR, luxury brands are spending more money than ever before on digital marketing and advertising [source]. High-end brands are keeping pace with consumers who enjoy (and demand) the convenience and privacy of shopping online. The tipping point has arrived, and the money luxury brands have invested in digital proves it.

The survey indicated that nearly all of luxury retail respondents increased their digital marketing investment in 2014 (92%). This stunning number suggests that it is now impossible for luxe brands to not have an online presence.

And while it can look easy, proper execution requires strategy and timing.

june2015cMaybe that’s why, according to WBR, 61% used third-party vendors for display advertising while another 31% sought multichannel initiatives created by outside vendors to pinpoint the best way to reach the consumers they want. Retargeting the right audience also proved to be key, as 59% said this was a priority, as was real-time targeting (52%). Luxury brands were also working dynamically to optimize search results (44%). Targeting via mobile apps was 37%, through banners was 33%. Twenty-six percent said they used video to target consumers in real-time.

Luxury brands are keeping pace with consumers who are shopping more online. With mobile devices more integrated into daily life (think Apple Watch), luxury brands must find ways to maintain their prestige and exclusivity while simultaneously expanding the reach of their products and services. With so many choices online, luxury brands want to remain in consumers’ minds, and on their lips (and devices).

For help reaching and engaging your ideal luxury consumer, contact us today.

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