Luxury Interactive Content Center

The State of Luxury Digital Marketing, 2013

According to a new survey of more than 100 marketers at major global luxury brands, marketers plan to increase digital media spend significantly in 2013. The survey, which was put together and distributed by Luxury Interactive and ShopIgniter, shows that 85% of luxury brand marketers will increase their digital spend and 72% will increase their social media marketing spend.

The goal of the survey was to establish an industry benchmark for digital marketers at luxury companies. Results to this study, revealed in this report, determine spending trends and marketing successes, as well as areas in need of further development and investigation in the luxury market. The roles of those answering the questionnaire ranged from Chief Marketing
Officer to President to SVP of Direct Marketing, Manager of Social Media Marketing and CRM Director. Respondents represented companies like Chopard, Louis Vuitton, Barneys New York, Mercedes Benz and more. Executives across verticals shared valuable insight into their digital marketing efforts to create an effective benchmark for the industry.

The report’s results showed that with more affluent consumers flocking to social media, smartphones, and tablets, luxury marketers are committing more funds to digital marketing than ever before. The increases represent growth over 2011, with 80% of respondents reporting that 2012 digital marketing spend exceeded 2011, and 77% reporting more budget was spent on social media marketing in 2012 than in 2011.

Q&A With Aliza Licht, SVP Global Communications, Donna Karan International

Today, with more than 400,000 followers and 40,000 Tweets on the @dkny account, Aliza has helped prove to her luxury brand peers that social media is not just a fleeting trend. It can generate welcome attention and brand esteem that might take years and much more effort to attract through other channels.

In this Q&A, Aliza discusses how the company built the social media status it has today, why she thinks social media and Twitter in particular are so important, and how she balances it all alongside her important global role at DKNY.

Top 7 Strategies for Planning & Producing Oscar-worthy Online Video to Drive Sales of Your Luxury Brand

Nancy Jenkins, Executive Vice President and General Manager, Swimwearboutique.com, believes in online video.

She has lead the company through the execution of a strategy that led to the full integration of video into its online platform. But the company hadn’t always used video to sell its suits. Only recently did Swimwearboutique.com start to utilize video, recognizing how powerful a sales tool it could be to its demographic; a sophisticated female looking for a lifestyle, not just a swimsuit.

The company’s concerted efforts toward fully integrating online video into its ecommerce platform are paying off. After a customer survey through the site, the company found that 70 percent of its online customers said the videos’ influence on their buying decisions were "excellent," and 90 percent said the influence on the buying decision was either good or excellent. Read the full article, including seven priorities for planning your online video production, here.

Don’t miss the fourth annual Responsys 2012 Email Design Look Book. It includes 20 emails selected by our global team to represent design, copywriting, coding, and strategy breakthroughs that best answer today’s marketing challenges.

Each piece stands out as great email creative, but when viewed together they illuminate the priorities that are critical for our industry.

Don’t take our word for it, see if you agree! Download it now.

CDNetworks, Jeff Kim, COO US/EMEA

China is on a course to become the world’s largest luxury market; at the same time, eCommerce revenues in the country are skyrocketing. This seemingly perfect storm indicates enormous potential for luxury and high-end brands to sell online, yet few today have truly capitalized on this emerging opportunity. These slides show who the luxury online buyer is in China, what the landscape of luxury sellers looks like, and how companies can take advantage of this unprecedented opportunity. You will also find see why a local presence and an optimized ecommerce infrastructure are important to successfully reaching and keeping customers in China. CDNetworks is the only global content delivery network (CDN) to offer full scalability, reliability, and performance for ecommerce and Web application performance both in mainland China and across the globe.

Luxury brands already know that affluent consumers are spending more time on digital and have become more difficult to reach through traditional media. This study’s intent was to gain a better understanding of what opportunities and issues are top of mind when luxury brands consider marketing to affluent consumers online.