Nibletz Staff
For fashion-conscious industries, appealing to a certain high-end clientele is more important than being on-trend, and digital marketing is as important as the clothes themselves – they both have to stay up-to-date. For luxury brands looking to maximize their profits and widen their audience base, here are the latest trends in digital marketing that you need to keep an eye on.
Engage with the customer
Customer experience is what makes or breaks a luxury brand, which prides itself on selling not just a product but a lifestyle. The most successful businesses today understand the importance of customer experience in their marketing strategies. Create opportunities to engage with the customers, particularly on social media, and focus on customer-centric philosophies when drafting your next marketing campaign.
Keep it personal
This is particularly important for luxury brands, who have long roots in creating bespoke, exclusive products for their customers. Nowadays, brands from Maserati to Coca-Cola are customizing names and colors for their clients. However, personalization also means creating marketing campaigns, whether they’re on social media, via email, or on blogs and websites, which are relevant to various segments of the market you want to engage with. Run multiple projects across different platforms specifically targeted to key demographics, and your customer base will respond positively to your campaign.
Get more social
Social media has changed the way products are marketed online, and luxury brands are no exception. Many companies use social media accounts to produce generic content which, in reality, isn’t all that relevant to anybody. Reach out to your customers by channeling influencers and other online personalities to engage your consumers. The use of influencers revitalized luxury brand Gucci, who enlisted influencers to create their own interpretations of Gucci content. Using the existing audience base and creativity of influencers could be the kick-start your brand needs to revamp its digital marketing strategy.
Roll the camera
Content is still king, but the way we’re consuming content is changing. While people are still reading blogs, newspapers, articles and reviews online, videos are set to rule the internet. This doesn’t just include traditional video advertising, but customer-submitted reviews and live video. Real-time visual streaming is a new opportunity to boost brand engagement as customers can interact with companies in real time, and is growing exponentially in popularity. Thanks to platforms like Facebook and Instagram, live videos are easy to set up and inexpensive. They’re also urgent and promote an air of exclusivity – customers have to get in there quick before they miss out.
Crunch the numbers.
Even established brands need to keep on top of their customer base. With technology developing further by the day, we’re starting to see sophisticated software that analyzes customer data to determine age, gender, income and location of potential customers to create a truly targeted marketing campaign. If you’re serious about developing your brand recognition, then enlist the help of an advanced electronic application to really pinpoint your customers and their needs.
