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The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
The Essentials of Luxury Digital Marketing
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The Essentials of Luxury Digital Marketing

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DISCLAIMER: This is an archived presentation. Please visit http://www.slideshare.net/Digital-Luxury to access DLG official SlideShare account. …

DISCLAIMER: This is an archived presentation. Please visit http://www.slideshare.net/Digital-Luxury to access DLG official SlideShare account.

The Head of Consulting and Operations from IC-Agency, Yves-Alain Schwaar, discusses how luxury brands can use the power of the web to reach potential customers to maximum effect. Filmed at the Financial Times Digital Luxury Seminar at the Beau-Rivage Palace Hotel, Lausanne, Switzerland on October 8, 2009.

Published in: Business, Technology
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  • The percentage of reach : tells the estimated percentage of the jaeger- lecoultre.com website’s visitor who visit at least once a month the listed website. ie : The mapped website swissgolfnetwork has a reach of 0.20% which means that 0.20% of Nespresso website’s visitors visit at least once a month swissgolfnetwork website. 2. The composition index : the composition index shows how concentrated your audience is on a specific site relative to internet users within the country you have specified. ie : if you've defined your audience as 'males,' a site with a composition index of 212 means that you're approximately twice as likely to find a male user on this site relative to finding males across the internet within the country you've specified
  • Once you have done e-advertising and build brand awareness, you have to be where people will go and look for your brand… one of the most important channel being Search!
  • 17 % of the time spent online is on social media platforms…. Do you want to leave this space to others, and let them use your brand to make business or destruct your brand?
  • Transcript

    • 1. The Essentials of Luxury Digital Marketing Howtospendit.com WWD launch Yves-Alain Schwaar, Head of Consulting & Operations Beau-Rivage Lausanne, October 8th 2009
    • 2. Internet, a media to take into consideration? 295.3 million USD in 2008 46 million USD in 2008 Bluenile.com Jomashop.com
    • 3. Internet, media and sales channel Radio Press Online Ads TVSpot Word of Mouth Online 5-15% Offline 85-95%
    • 4. Internet, media and sales channel Online 5-15% Offline 85-95% In 2007, Tiffany ‘s share of Internet sales reached 10% In 2008, it totalized $ 141 millions. Neiman Marcus online sales share reached 13% in 2009 from 7% in 2005 (+86%)
    • 5. Internet, a media to reach HNWI ? Base: Total respondents 993 Q: How useful are each of the following sources in helping you learn about high-end or luxury products or brands? Source: Luxury Shopping Experience Study – Google & Unity Marketing
    • 6. Getting ready – map your audience Your website
    • 7. Media usage vs. Media spend Online 25% Online 10%
    • 8. Online marketing mix USA 2009 Base: Advertising spending US Jan-June 09 10B $ Source: iab.net sep09
    • 9. Getting ready, identify your strategic markets Share of search volume by brand Source: WorldWatchReport 09
    • 10. Getting ready, identify your strategic markets Online brand awareness Volume of search compared to Internet population Source: google Keyword tool – Internet World Stats
    • 11. Getting ready – decipher the behaviours
    • 12. Getting ready – decipher the behaviours Priority 1 Priority 2 Priority 3
    • 13. How effective can e-advertising be ? Base: Total respondents 323 Q: Which of the following advertisements, if any, helped you to become aware of your latest designer clothing or apparel you bought most recently? Source: Luxury Shopping Experience Study – Google & Unity Marketing
    • 14. How effective can e-advertising be ? Brand awareness – Brand values – Brand identity Image campaign Efficiency – traffic generation Tactical campaign
    • 15. How effective can e-advertising be ? Brand awareness – Brand values Choose the right support for the right public with the right formats
    • 16. How effective can e-advertising be ? Efficiency – traffic generation Choose the right support for the right public at the right price
    • 17. Getting ready – Check your presence +50% through search engines
    • 18. Getting ready – Check your presence +50% buy intentions go through search engines
    • 19. Search – Don’t let the field to others 90% of visitors never go on 2 nd page +50% clicks
    • 20. Getting ready, identify your strategic markets Search share of traffic Volume of traffic on Website compared to traffic from search engines Source: google Keyword tool – WebAnalytics tool 4% 10% 3% 9% 12% 5%
    • 21. Social Media, engage your audience! Social 17% Engage 80%
    • 22. Social Media is nothing for Luxury ? Source: google adplanner
    • 23. Social Media is something for Luxury ! Is Luxury Watch audience on social media? Source: google adplanner Hublot 68.1% Audemars Piguet 56.1% TAG Heuer 55.9% Omega 56.3% Jaeger-Lecoultre 50.9% Rolex 46.6% Breguet 38.5% Longines 38.6% X % of the websites visitors have been on Facebook within the last month
    • 24. Your customers listen to the wisdom of the crowd ! Base: Total respondents 993 Q: How useful are each of the following sources in helping you learn about high-end or luxury products or brands? Source: Luxury Shopping Experience Study – Google & Unity Marketing
    • 25. Social Media, an ambassador’s case 28’000 people like 6’506 comments 81’000 views Youtube
    • 26. Social Media, fashion show
    • 27. Social Media, fashion show 722’396 fans
    • 28. Social Media, fashion show
    • 29. Learnings ? <ul><li>Online is not everything </li></ul><ul><li>Your target audience is online </li></ul><ul><li>E-advertising helps building a brand </li></ul><ul><li>Search engines are a big opportunity </li></ul><ul><li>Use social media or others will </li></ul>
    • 30. Questions? IC-Agency Luxury Digital Marketing T +41 (0)22 702 07 64 F +41 (0)22 702 07 69 [email_address] 7, avenue Krieg CH – 1208 Genève www.ic-agency.com <ul><li>blog.ic-agency.com </li></ul>

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