2. by Genitron
About us
Adv Media Lab is an incubator of solutions in advanced
services in digital strategy and performance marketing.
We are a young and dynamic team that offers an international
consulting, design, training and development of integrated and
innovative solutions for online business growth.
4. Luxury Experiences
It’s quite common for luxury brands to
apply their strong branding values of
exclusivity and differentiation to the
online space.
However, these values are often applied
at the expense of user experience.
5. Luxury Experiences
Also the luxury Brands are shifting from
company-centric experiences to
customer-centric experiences, largely
through their digital initiatives.
35. Luxury Experiences
Fonte: Marci Ikeler - Digital Strategies for Luxury Brands
The spectrum
Because the internet is founded on principles of accessibility
and democracy, luxury brands generally use digital asa a way
to spread the brand's dream and mythology.
Digital communications can play a valuable and critical role in
spreading information about the brand.
36. Achievement of the brand's
promise is exclusive
Awareness of the brand's
promise is accessible
Luxury Experiences
Accessible Exclusive
The spectrum
Fonte: Marci Ikeler - Digital Strategies for Luxury Brands
TV Digital Print In-Store VIP EventsEvents
38. Luxury Experiences
Engaging
Engaging potential customers through
social content:
• Updated content
• Interactions with users
• No barrier to access the information
• Exclusive backstage access
40. Luxury Experiences
Puzzle
Digital as a piece of the larger puzzle:
• Digital is fully integrated with a larger
digital strategy
• Digital be used to support all other
touch points
• Expose past initiative
43. Luxury Experiences
Tell a great story
• Articulate the mood of the brand
• Create engagement through
interactive storytelling
• Offer incomparable service
45. Luxury Experiences
Be a cultural
tastemaker
• Recognize innovators
• Artistic content
• Recognize influencers
• Cultural recommendations
• Celebrate a history of iconic style
• Talk to younger luxury consumers
47. Achievement of the brand's
promise is exclusive
Awareness of the brand's
promise is accessible
Luxury Experiences
Accessible Exclusive
Convey exclusivity
Fonte: Marci Ikeler - Digital Strategies for Luxury Brands
TV DigitalPrint In-Store VIP EventsEvents
50. Luxury Experiences
All luxury brands have challenges with creating a connected
consumer experience, especially in the automotive sector.
Paul Imhoff, Director, Global Marketing Communications at
Fisker, shared insights into the luxury automaker’s customer
experience strategy, in addition to a company’s main web
presence on social media sites like Facebook and Twitter, they
must also participate in forums where consumers have built
communities celebrating their passion for the company’s
products.
“We always participate in an authentic and transparent
manner building a solid connection between our consumers
and our brand” shared Imhoff.
52. Luxury Experiences
Design. Without impeccable design,
you instantly lose almost any consumer
who is accustomed to shopping in
locations where aesthetics play a role.
53. Luxury Experiences
User Experience. Much like the in-store
luxury experience, which is designed
with meticulous attention to detail and
curated with thoughtfully displayed
products, artwork and interior decor,
the online experience of a luxury brand
should mirror this thoughtfulness and
have a similarly elegant feel.
54. Luxury Experiences
Customer Service. Perhaps the most
important consideration, this area is a
bit more complicated because it
involves the human touch, while
remaining largely digital in nature.
60. Luxury Experiences
Luxury
experiences today...
• Consumers in control
• Digital makes it personal
• Exceptional service counts
• The need for trustworthy product information
• Instant gratification
• The shopping experience, not technology, is still a deterrent
• Digital tools to promote storytelling
• Social networks, creating an ever stronger link