Luxury and digital marketing
Luxury brands are more and more using digital marketing. However, digital and luxury weren’t made to become allies. Here, few things to improve the digital marketing strategy of your luxury brand.
Luxury brands have hesitated to move online. The world of the digital was too different from the luxury world. Indeed, the digital world is characterized by the fact of being accessible to anyone, the fact of wanting everything quickly while the world of the luxury is defined by the scarcity, the elitism. The digital marketing allowed luxury brands to open a closed world, to make luxury accessible to everybody. These facts allow the rebirth of different luxury brands.
To improve the digital marketing strategy of your luxury brand it is essential to think about the emotion. Through your website, your mobile app or simply your online ads you need to create emotion. This word is essential in the luxury. If there is no emotion, why people will buy your product if they can have the same functionality with a cheaper product ? To create an emotion you need to be careful with which colors you use, with which model or influencer will represent your brand on the social media, with the words you are using…
Another essential word to think to is: personalization. The world of the luxury didn’t change, customers want to be able to choose their products in the best conditions. They can ask for help from a special assistant, an advisor. They want to feel unique and important. Your customers need to find this sensation also on your digital marketing campaign. Don’t hesitate to create adaptable contents for your customers based on different criteria: age, location, type of the client… Moreover, put personal assistant on your website and your mobile app too! The objective is to allow your customer to feel like in a store through your digital tools, during an online purchase.
Speaking about online purchase, one thing that you must do is to make the purchase easy. As said at the beginning of this article, people using digital tools want everything rapidly. if the process of purchase is too complicated or too slow, it can discourage people to buy your product. Develop a dedicated mobile application can be a good way to make the purchase easy. Moreover, a lot of potential customers are going on the Internet to have access to different information about your product, your brand. If they don’t find what they want, they will probably not buy your product. Create a lot of content of your brand and make it available for your potential customers. It is essential to create contents easy to find but also easy to understand. Don’t be too specific about the history of the brand. Make the heritage of the brand simply intense.
To create good content for your website or your social media work with the professional team of Swiss Tomato! Contact us for a free quote!