The Essentials of Luxury Digital Marketing

The Essentials of Luxury Digital Marketing Howtospendit.com WWD launch Yves-Alain Schwaar, Head of Consulting & Operations Beau-Rivage Lausanne, October 8th 2009

Internet, a media to take into consideration? 295.3 million USD in 2008 46 million USD in 2008 Bluenile.com Jomashop.com

Internet, media and sales channel Radio Press Online Ads TVSpot Word of Mouth Online 5-15% Offline 85-95%

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%)

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

Getting ready – map your audience Your website

Media usage vs. Media spend Online 25% Online 10%

Online marketing mix USA 2009 Base: Advertising spending US Jan-June 09 10B $ Source: iab.net sep09

Getting ready, identify your strategic markets Share of search volume by brand Source: WorldWatchReport 09

Getting ready, identify your strategic markets Online brand awareness Volume of search compared to Internet population Source: google Keyword tool – Internet World Stats

Getting ready – decipher the behaviours

Getting ready – decipher the behaviours Priority 1 Priority 2 Priority 3

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

How effective can e-advertising be ? Brand awareness – Brand values – Brand identity Image campaign Efficiency – traffic generation Tactical campaign

How effective can e-advertising be ? Brand awareness – Brand values Choose the right support for the right public with the right formats

How effective can e-advertising be ? Efficiency – traffic generation Choose the right support for the right public at the right price

Getting ready – Check your presence +50% through search engines

Getting ready – Check your presence +50% buy intentions go through search engines

Search – Don’t let the field to others 90% of visitors never go on 2 nd page +50% clicks

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%

Social Media, engage your audience! Social 17% Engage 80%

Social Media is nothing for Luxury ? Source: google adplanner

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

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

Social Media, an ambassador’s case 28’000 people like 6’506 comments 81’000 views Youtube

Social Media, fashion show

Social Media, fashion show 722’396 fans

Social Media, fashion show

Learnings ?
Online is not everything
Your target audience is online
E-advertising helps building a brand
Search engines are a big opportunity
Use social media or others will

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
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The Essentials of Luxury Digital Marketing

by Digital Luxury Group, DLG (archives) on Nov 03, 2009

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