6 Gold digital strategy for luxury brands

Awareness

Quality production and execution are critical to delivering consistency and a deeper, more interactive brand experience.

Social networks are set up as a perfect channel for luxury marketers to harness the power of word of mouth marketing

Admiration

Want to be thrilled and impressed......

Deliver involvement, entertainment and interaction in a personalised context Engagement is about conversation and letting the reader take part in the experience

Exploration

Conveying the heritage, authenticity and quality of the brand, brings it to life and complements the in-store experience that the majority of consumers ultimately enjoy "Luxury brands need a chic and elegant space to promote their stories," Good content gets readers involved and develops a community. This is key to building a following,"

Personal consumer experience

Consideration Personalised care and attention are the experiences consumers value within a luxury retail environment. Translating and extending these to digital media replicates the superior service and personal attention received in-store

Purchase

Integrating the web with retail drives positive brand reinforcement. enabling them to enhance this experience, perhaps through pre-reserved items or directing consumers to their most convenient outlet further improves brand experience, loyalty and talkability. the web become a physical thing are helping to create the in-store feeling online."

Ownership Part of the attraction for luxury brands is their exclusivity enable one-on-one, personalized brand communications with every customer creating an online ‘club’ deepens engagement still further