Nice study from my old friends of SAME SAME agency. It offers an interesting overview of the most innovative strategies of premium and luxurury brands. Including a focus on digital trends (e-commerce, social media and mobile) and use cases (ex: Burberry).
More than 130 marketing executives from luxury brands like Chopard, Louis Vuitton, Barneys New York, Mercedes Benz and more completed the survey. The goal of the survey was to establish an industry benchmark for digital marketers at luxury companies.
Results to this study, revealed in this report, determine spending trends and marketing successes, as well as areas in need of further development and investigation in the luxury market. The roles of those answering the questionnaire ranged from Chief Marketing Officer to President to SVP of Direct Marketing, Manager of Social Media Marketing and CRM Director. Executives across verticals shared valuable insight into their digital marketing efforts to create an effective benchmark for the industry.
The report’s results showed:
With more affluent consumers flocking to social media, smartphones, and tablets, luxury marketers are committing more funds to digital marketing than ever before80% of respondents reporting that 2012 digital marketing spend exceeded 201177% reporting more budget was spent on social media marketing in 2012 than in 2011
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