Marie Liechman
It is not a secret for anyone that luxury brands are starting to incorporate digital marketing strategies into their businesses. However, the concepts of digital and luxury were not meant to become allies. In this article, you will find some tips to improve the digital marketing strategy of your luxury brand.
In my previous posts, we have discussed the most popular Blue Ocean strategy examples, if you want some more information on other strategies, feel free to check out Eleken's blog.
Luxury brands hesitated for a long time before coming online. The digital world seemed too different from the luxury world. Indeed, the digital world is characterized by the fact of being accessible to anyone, the fact of allowing everything to be made quickly, while the world of luxury is defined by scarcity and elitism. Digital marketing has enabled luxury brands to open up a closed world, to make luxury accessible to everyone. This has enabled the rebirth of various luxury brands.
To improve the digital marketing strategy of your luxury brand, it is essential to think of the word “emotion”. Through your website design, your mobile app, or just your online ads, you need to make the customer feel something. This word is essential in luxury. If there is no emotion, why would people buy your products if they can find the same functions in cheaper products? To create an emotion you have to be careful about the colors you use, which influencer or model represents your brand on social networks, what words you use etc.
Another essential word to think about is personalization. The world of luxury has not changed, customers want to be able to choose their products in the best conditions. They can ask for help from an assistant, a counselor. They want to feel unique and important. Your customers also need to find this feeling in your digital marketing campaign. Don't hesitate to create content that is adaptable to your customers according to different criteria: age, location, type of customer, etc. In addition, put a personal assistant on your website and in your application! The goal is to allow your customers to feel like they are in one of your stores through digital tools or during an online purchase.
Speaking of online shopping, one important thing is that you need to make the purchase easy. As stated at the beginning of this article, people who use digital tools want everything fast. If the buying process is too complicated or too slow, it can discourage people from buying your products. Developing a dedicated web application can be a good solution to make shopping online easy and simple to use. In addition, many of your potential customers go on the Internet to have access to different information about your products, your brand. If they can't find what they want, they probably won't buy your products.
In conclusion, you need to create a lot of content about your brand and make its information available to your potential customers. It is essential to create content that is easy to find but also easy to understand. Don't be too specific about the brand's history. Make the brand's heritage simply powerful to motivate your potential buyers. To create the best possible design for your website or social networks, I would recommend you to work with the professionals at Eleken!
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Marie Liechman
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