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According to a survey of more than 100 marketers at major global luxury brands, marketers are increasing 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 have increased their digital spend and 72% have increased their social media marketing spend.
Worldwide Business Research’s Luxury Interactive conference worked with ShopIgniter to craft a questionnaire covering topics like
- Social media spend
- Product promotion
- Mobile commerce
- Customer retention
More than 130 marketing executives from luxury brands like Chopard, Louis Vuitton, Barneys New York, Mercedes Benz and more completed the survey.
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. Executives across verticals shared valuable insight into their digital marketing efforts to create an effective benchmark for the industry.
The report’s results showed:
- With more affluent consumers flocking to social media, smartphones, and tablets, luxury marketers are committing more funds to digital marketing than ever before
- 80% of respondents reporting that 2012 digital marketing spend exceeded 2011
- 77% reporting more budget was spent on social media marketing in 2012 than in 2011