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).
Ce “choix du client” qu'impose le digital est un obstacle pour le paradigme meme du luxe: cela explique la premiere hesitation qu'ont eu tout les acteurs du luxe a se jeter “tete la premiere” dans le digital.
It is hard to believe that in a digital world where people are so connected, it still seems to be completely difficult for businesses to use that to their advantage to more efficiently maximize their ROI. Companies continue to spend on banner ads instead of on the people who can really make a difference in the way people purchase.
This infographic should help researchers and advertisers see what great potential there is in the power of social media and general online influence. Bloggers, tweeters, and Facebook champions really can be wise investments; read more at the article link.
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
Si le luxe a longtemps hésité à investir le numérique, le secteur a désormais plongé dans l'océan du digital pour exister autrement, grâce au brand content. Comment cultiver l'exceptionnel et la rareté à l'heure du tout numérique ?
Excerpted from article on Mashable: "Today, however, curation encompasses a whole new catalog of professions, brands and tools — and most revolve around the web.
A curator ingests, analyzes and contextualizes web content and information of a particular nature onto a platform or into a format we can understand. In other words, a curator is like that person at the beach with the metal detector, surfacing items and relics of perceived value. Only, a web curator shares those gems of content with their online audiences.
Some believe "curator" to be a reappropriated, throwaway term, one that simply elevates marginally focused web users.
Some media sites choose to curate articles already published and reported by other sites. For instance, Boing Boing and The Awl feed links that reference news reported by other sites around the web, tailoring content that will resonate with their readership.
More and more people are taking the reins into their own hands. Consumer curators are flocking to sites like The Fancy to browse products and silo them into categories. Other curation tools aren't as consumer-driven but nonetheless help users organize and structure web content that matters to them.
As much as the term gets criticized, curation requires patience, resourcefulness and a keen editing eye. It means becoming fluent in one particular dialect of the web, versus trying to speak its entire language. It's the reason journalists have beats, and the reason you chose one major in college, instead of seven. Perhaps the best part? Curation is a never-ending job, and it never gets boring..."