Web marketing for luxury brandsPresentation Transcript
DIGITAL MARKETINGFOR LUXURY BRANDS
CONTENTo A Challenging Relationship: Luxury & Digitalo The Evolution Of The Interneto Understanding The Digital Experienceo The Importance Of Brand Contento Digital Strategy For Luxury Brandso Exampleso Going Further
A CHALLENGINGRELATIONSHIP: LUXURY &DIGITAL
A COMPLEX RELATIONSHIP • LUXURY vs. DIGITAL• EXCLUSIVITY vs. ACCESSIBILITY • TIMELESS vs. INSTANTANEITY• TRADITION vs. BEING RELEVANT
OVER-SHARE OR WORSE OVEREXPOSURE?“Luxury brands should seize every available opportunity to talk about themselves, distinguish themselves from other brands and receive their fascinating history.” Daniel Bô
IS THIS QUESTION STILL RELEVANT?• Luxury consumers are tech savvy and already use the web to collect information about products they want to buy Source: Luxe et Brand Content, QualiQuanti et SAME SAME.• Social media simply is where future consumers are
THE EVOLUTION OF THEWEB
THE FIRST STAGE• What is the internet? – A product of the Cold War. Created in the 1970s, the initial aim was to protect key data in case of a nuclear attack. – During the 1980s, it became an academic exchange network, a place for knowledge. – The World Wide Web became public in 1993.• Google was created in 1997 by Larry Page and Sergey Brin – PageRank: iterative algorithm that ranks web pages based on the number and PageRank of other web sites and pages that link there, on the premise that good or desirable pages are linked to more than others.
THE SOCIAL WEB Social media is "a group of Internet-based applicationsthat build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.” Web 2.0: creating and consuming content. The notion of user-generated content is one of the main ideas of the web 2.0 and translates a massive change in the way people interact with each other.
SO…• World Wide Web – You type the exact address of the website you are looking for• Search Engine – You know what you are looking for, you just don’t know where it is on the web• Social Web – You don‟t necessarily know what you are looking for, but through your friends/people you follow„s activity on the web, you will find it. Works like a discovery channel for users
THE IMPACT OF MOBILE• Mobile – the web no longer bound to a computer; it is accessible everywhere• The boundaries between offline and online become less relevant• The growing importance of the second screen• Mobile redefines the way we move within a city: geographically, meeting with our friends, etc.
SOCIAL MEDIA OR THE ERA OF THE CONSUMER/USER• The social web has enabled online discussions• Social recommendations have empowered consumers• The phenomenon of co-creation: “The era when companies created the offerings that they wanted customers to buy is now over”• Customers become specialists
UNDERSTANDING THEDIGITAL EXPERIENCE
A COUPLE OF IMPORTANT NOTIONS• UEX - User experience• UGC - User generated content• SEO – Search Engine Optimization
WEBSITESAre websites still relevant for all brands?• Luxury brands have taken some time to invest in their digital presence• Websites are key for e-commerce but still not a rule
GUCCI‟S DIGITAL FLAGSHIP
THE IMPORTANCE OF SEARCH• Worldwide domination of Google except in China• Search is key in any digital strategy as it is still the best way to find what you are looking for• For brands: – Google Ads – bid for keywords – PageRank >>> SEO: on page + off page
SOCIAL PLATFORMS– FACEBOOK– TWITTER– YOUTUBE– FOURSQUARE– INSTAGRAM– TUMBLR– BLOGS
MOBILEMobile is key for content, to create points of contactbetween your brand and the userNow: – Mobile websites & Mobile apps – iPad AppsIn the future: – HTML 5 – Web Apps – Augmented Reality – The rise of 4G – 10x faster than 3G – NFC – Near Field Communication
DIGITAL MARKETING• Paid media: what brands pay for on the internet (banner ads on websites/blogs, google/YouTube ads, facebook ads, sponsored tweets)• Earned media: what brands have succeeded to earn without paying for it – which does not mean there were no costs involved (digital PR, social PR like blog posts). Also has benefits in terms of SEO• Owned media: what brands publish themselves (websites, blogs, social presences). Also has benefits in terms of SEO.
THE IMPORTANCE OFBRAND CONTENT
BRAND CONTENT - DEFINITION“What we call Brand Content refers to the content that is createdor largely influenced by brands. Brands that have asymbolic, historical or artistic nature have the internalresources to create original content like shortmovies, documentaries or books. From the moment on, thebrand can think of itself as a content publisher, with an editorialstrategy and a supply of creative content independent from itsadvertising campaigns.” Daniel Bô Brand content strategy is complex and the aim “is not to get the message out but to convey an ensemble of values and develop a complex universe”.
BRAND CONTENT• 3 pillars – Content must have an intrinsic value. The theory of the Gift of Marcel Mauss is often used to explain how it could still lead to the act of purchasing, because, often offered for free, the customer sees the content as a gift. – Brand content campaigns tend to be “integrated,” longer and more complex. “We are not jewellery designers, but story designers” said Stanislas de Quercize, CEO of Van Cleef & Arpels. – Consumers have to be seen foremost as people. “Content marketing is not consumer-centric like traditional marketing but cultural-centric”.
ARTISTIC CONTENTINCORPORATING PRODUCTS
BEHIND THE SCENES
IN-STORE & LIVE EVENTS
ARCHIVE AND BRAND HISTORY AND HERITAGE
PRODUCT RELATED CONTENT
EDUCATIONAL CONTENT AROUND THE BRAND AND THE CULTURAL UNIVERSE
USEFUL AND PRACTICAL CONTENT
DIGITAL STRATEGY FORLUXURY BRANDS
KEY FINDINGS REGARDING LUXURY & SOCIAL MEDIA• The engagement is not correlated to the size of the community• Social media are not a promotional place for luxury brands• It is not just a one way communication• Facebook should not be seen as an island• Luxury brands are playing at a glocal level on social media
KEY RECOMMENDATIONS FORLUXURY BRANDS ON SOCIAL MEDIA• Be there or someone else will take your place• Promote content, not posts• Position your content on the right platforms• Speak when you have something to say or to share• You only get out what you put in• You are not at home• Be careful of every detail
KEY THINGS TO REMEMBER WHEN STUDYING A DIGITAL STRATEGY FOR A LUXURY BRAND• Is it related to the brand universe? Has a brand any expertise in such domain?• Does it strengthens the online luxury experience?• Is it integrated with the overall marketing strategy (offline and online)? – Consistency is key
INTEGRATED WITH AN E-SHOP
SEARCH: BOTH ADS AND PAGE MATTER
FB: A PLACE TO PROMOTE VISUAL CONTENT
TWITTER: INFLUENCERS, SOCIAL CRM & INSIGHTFUL CONTENT
LIFESTYLE ON TUMBLR
WHAT‟S NEW IPHONE APP: MAGAZINE + M-SHOP
NET-A-PORTER IPAD APP Retailers Offer Apps With a Catalog Feel Mia Sara, 43, a Manhattan transplant in Los Angeles: “It’s a reasonable facsimile of doing a little window shopping and maybe you stop in somewhere and get something that piques your fancy”. At Net-a-Porter, for example, about 15 percent of shoppers buy from the iPad app
EMAIL MARKETING IS ALSO KEY
NET-A-PORTER LIVE: CROWD SOURCED MARKETING
A COUPLE OF ARTICLES TO READ Digital Strategies for Luxury Brands Retailers Offer Apps With a Catalog Feel Why the Chinese Love Logos Burberry Brings Fragrance Sampling Campaign Exclusively to Facebook Burberry: A Crowd Pleaser Microsoft Apologizes for Amy Winehouse Tweet L2 Research
HOW TO REMAIN AWARE OF ALL NEWS?Create your own sources of information via Twitter, savearticles on Delicious or elsewhere.Here is some to start with:- Lauren Indvik- Web and Luxe- Fashion CollectiveThis is me:• List of key luxury influencers on Twitter• Delicious – luxury• Blog: Luxury & Social Media