Singapore highlights

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Highlights on my presentation at ' The new dynamics of Luxury Marketing in a digital world' in Singapore July 1st.

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Singapore highlights

  1. 1. Luxury in a digital world<br />The new reality<br />The New Reality<br />
  2. 2. A world driven by conversations ishere to stay<br />Old broadcast formats and ‘Command & Control’ communication structures have collapsed. Content is everything<br />Technology has empowered people. Brands, companies and media need to take heed.<br />Consumers have become the most important players.<br />
  3. 3. Everyone and anyonecan comment on anything<br />New media modelshave emerged – often online; often moderated by blogs<br />A new breed of journalistshas arrived – often bloggers, but not always<br />Multiple channels provide multiple ways to tell a story. The mainstream media is no longer the only outlet to reach<br />
  4. 4. Micro is the new Macro<br /> brands need to change how they reach people<br />The challengefor companies and for brands is how to reach, connect with, and sell to these new and receptive micro markets<br />
  5. 5. More and relevantcommunication<br />Anongoing conversation is critical for success. Doing it in infrequently is not enough..<br />A need to increase the frequency with which we communicate.<br />The more brands appear, the more of an impact they have.<br />
  6. 6. Communities matter, but….<br />Facebook proves thatpeople have always longed to belong .<br />Brands and Companies need to be careful. These are not places where you can simply run ads and expect to build relationships. <br />Not all communities are right for all brands. Facebook may not be appropriate. <br />
  7. 7. Build relationships with key media<br />Choose which journalists, bloggers and commentators to communicate with and build strong, long term successful relationships: <br />Understand the different types of media: Journalists vs bloggers !<br />
  8. 8. Image Advertising still matters<br />To maintain the dream<br />To counter the brand’s fractional presence in digital media<br />So that consumers can still ‘aspire’ when they see their brand in full gloss.<br />
  9. 9. Considered Activities<br />Reach the right audience with the right tone of voice.<br /> Be seen in the right circles.<br />Be seen in the right venues.<br />
  10. 10. Targetted High End Search<br />Longtail search phrases to reduce wastage and hit the elites.<br />Use the ‘language’ of the target.<br />
  11. 11. Do Social Media well<br />Or not at all !<br />
  12. 12. Find The Right Marketing Partners<br />Who has the best technology ?<br /> Who gets the strategy ?<br />Who understands the target ?<br /> Who delivers creative stand-out solutions ?<br />
  13. 13. The Specialists add value<br />Brands need to work with skilled producers , thinkers creators and technologists.. e.g.<br /> - Digital Media specialists<br /><ul><li>High quality film production for content
  14. 14. - social media crisis PR advisers…</li></li></ul><li>The Future of Luxury in a digital world<br />
  15. 15. Curated Consumption<br />Selective supporting activities<br />Limitavailability <br />Be selective about what you offer/ say<br />
  16. 16. Parallel Universes<br />Balance the controlled brand presence vs its social media personality<br />Reduce consumer confusion – full price one week, vast discounts online the next ?<br />
  17. 17. To E or not to E ?<br />Brands need to embrace e-commerce fully<br /> And understand it .<br />
  18. 18. Covert or Overt ?<br />Will there be fewer ostentatious brands and more ‘invisible’ luxury brands, unseen by the outside world but fully experienced by the Elite – in private.<br />
  19. 19. The Evolution of Luxury<br />
  20. 20. The Future<br />Brands no longer need a digital strategy; they need a strategy for a digital world.<br />
  21. 21. Luxury Marketing in a Digital World<br />Hazel Kay <br />Co- founder RDB & Marketing Consultant<br />Presented July 1st 2010 at ‘The new dynamics of luxury marketing in a digital world’. Singapore..<br />

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