Marknadsföring i ett nytt medielandskap
The document discusses changes in media and how this affects marketing. It summarizes that social media has become dominant, wireless connectivity has changed behaviors, and consumers are increasingly avoiding ads through adblockers and DVRs. It then provides strategies for luxury brands to market digitally, such as focusing on the motivations of indulgence, exclusivity, status and quality through exclusive online offers and engagement with their products.
13. TV-tittande v.s. online: åldersgruppen 25-34
Q. Under en typisk sjudagarsvecka, i genomsnitt hur många dagar använder du tv respektive internet?
TV Internet
7
7
6
6
Dagar per vecka
Dagar per vecka
5
5
6,1 6,2
5,8
5,6
4
4
3
3
2005 2007
2005 2007
EIAA Mediascope 2007, Sverige
28. Kan lyxvarumärken använda digitala mediakanaler
för att nå ut till sin publik?
Vad som driver LYXKONSUMTION
Hur DIGITAL ANNONSERING
kan fungera för lyxvarumärken
28
29. Vad är det som lockar med lyxvaror?
Emotional Rational
Success Heritage
Confidence Expertise
Wealth Reputation
Elitism
Desirability Quality of:
Indulgence Design
Pleasure Materials
Reward Manufacturing
Service
29
32. Lyxköparna är flitiga nätanvändare
Scandinavia Average Luxury Lovers (Scandinavia)
94%
Using email
92%
84%
Online banking
88%
55%
Online shopping
76%
20%
Business purposes
55%
53%
Watch UG video clips
66%
35%
Downloading music
48%
39%
Instant messaging
48%
53%
Use social networks
54%
31%
Watching TV
41%
32
33. Hur umgås de med lyxvarumärken på
94%
nätet?
77%
Letar information
om varumärken
eller produkter
Tar emot
kommunikation
21%
från varumärken
eller retailers
Kommunicerar med
andra kring produkter
och varumärken
33
34. Var söker de inspiration?
33% Utomhusreklam
35% Reklam på TV
39% TV-
program
44% Ser vad andra har på sig
47% Råd från vänner
52% Katalog/broschyr
54% Internet
64% Magasin
90% Besök i
butik
Q. Thinking about luxury items such as fashion, fine jewellery, watches, cosmetics and designer fragrances, which
34 of the following give you inspiration?
35. Hög acceptans för lyxvarumärken i
onlineannonser
% som skulle tycka annonser är välkomna i följande media
63%
53%
29% 28%
18% 17% 15% 13%
Fashion Lifestyle, Upscale Travel Personal Anywhere Major web News
websites culture, & community websites finance online portals websites
ent sites websites websites
35
36. En digital strategi?
• Fokusera på de fyra köpmotiven
• Indulgence
• Exclusivity
• Status
• Quality
• Förstärk och bygg på estetiken från
offlineannonser och produktblad
• Jobba med “exklusiva” erbjudanden
• Större engagemang med produkten
ökar tid och möjlighet till fortsatt
interaktion
• Hjälp konsumenter att hålla sig
uppdaterade om varumärket och de
senaste trenderna
38. Research methodology & implementation
Phase 1: Qualitative Research
A multi-stage approach which included close contact with a total of 38 respondents
split across four markets - the U.S., U.K., France and Japan. Respondents were
identified as Luxury Lovers through both household income and luxury goods
purchase value thresholds, with an even gender and age split. To qualify respondents
needed to meet these thresholds:
Household income $100k+ p.a.
Have spent $3,000+ on luxury goods in the past year
A multi-stage qualitative research approach was utilized.
STEP 1: Media and technology diary
STEP 2: Individual depth interviews
STEP 3: Friendship pair interviews
39. Research methodology & implementation
Phase 2: Quantitative Research
A 15 minute online survey amongst 3,603* “Luxury Lovers” followed by a wave of
follow-up web chats conducted via Windows Live Messenger
(*1,929 in Europe)
Italy n= 255 Netherlands n= 256
Germany n=254 Denmark n=47**
Spain n=255 Norway n= 88**
Sweden n=58** Russia n=251
Switzerland n= 255 Finland n= 57**
Belgium n=153
**Denmark, Norway, Finland, and Sweden were combined (weighted by population) and presented as Scandinavia