Do you want to learn how to create digital marketing strategies for luxury brands?
The luxury sector increased sales by 4.8% in 2018. According to the newspaper, the country for Chinese tourists and digitization have created this increase in sales.
Enough reasons to learn digital marketing strategies for luxury brands and how they are advertised through the internet.
We also recommend reading: How to create a luxury brand
What is luxury marketing?
Marketing for luxury brands is created for a specific group of people. So the value from which all strategies start is exclusivity. It is not only about creating an exclusive product but also making the consumer feel part of a special elite.
One of the differences in marketing for luxury brands is the authority of the creator. This is a value that sets you apart from mass-market products that lack authority. In luxury brands, the creator is king, so any strategy used will be accepted by its customers.
Digital Marketing strategies for luxury brands
If we follow the same line of ideas where luxury brands represent category and distinction, luxury brands marketing strategies are carefully created to inform your customer without the need to persuade him. In addition to this, it is necessary to impregnate each digital space with exclusivity and that is why we will explain throughout this article why marketing strategies in luxury brands work differently from a regular brand.
1. Flexible editorial content adapted to various cultures
Content is king, and it is still a priority in digital marketing strategies for luxury brands. In a competitive brand sector, creativity needs to be used with a touch of exclusivity.
So luxury brands are not responsible for explaining through their portals the profitability, usability or materials with which their products are created. Prestigious brands are in charge of showing how they are capable of changing the world through artistic movements.
An example of this strategy is used by Robb Report magazine where multicultural content is created in relation to the luxury brand.
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2. Integration between content and shopping experience
If a common user continually demands immediacy …
What do you think happens to a client of a luxury brand?
A customer who, for example, buys a million-dollar suitcase does not have enough time to look at all the brand’s news step by step. For this reason, luxury brands have created applications where editorial content plus purchase buttons are integrated.
The portal of the luxury brand Louis Vuitton has a section to book an appointment at the store closest to your location.
3. Storytelling or storytelling
It is necessary for the user to continuously connect with the emotions of the luxury brand. This is what makes you remember why you decided to be part of the brand and thus reinforce your need to buy.
If we start from the fact that luxury brands develop into nobility and royalty with this we can create history. For example, the Louis Vuitton brand works to sponsor French culture. So they usually create temporary exhibitions, musical events that revolve around it.
All this movement is also published on its website, thus highlighting its presence with editorial content.
4. Presence on social media
Luxury brands are in no rush to get a social media presence, for the simple reason that they don’t need to upload continuous content to gain reach and visibility.
So the key to these brands on social media is to use consistency in the scale of colors that go up on different platforms.
Choosing a color scale takes time, so luxury brands have been winning because they don’t need immediacy, just presence.
For example, the Omega watch brand chooses models that lead active and fulfilling lives. In addition to this, they take care of the prestige of their watches by uploading photographs to their Instagram account that highlight elegance, good taste, and exclusivity.
5. Influencers or ambassadors are allies for luxury brands
Influencers are still an important strategy for luxury brands. The ambassadors of these brands are usually public figures who reflect the same values that revolve around a luxury brand.
So if a recognized artist or model says, for example, on an awards show who the garment is wearing, a winning relationship is created. Since the artist or model wears a garment of distinction and that artist also reinforces the relevance of the brand.
6. Advertising for luxury brands
Advertising for luxury brands is not designed to sell but to continue to fuel mystery and anticipation. Although luxury brands create advertising that is observable to everyone, only a few will be able to purchase their product.
7. Creating banner ads with Google Ads
As we have explained throughout this article, only a few can purchase this product, so luxury brands are responsible for creating a segmented campaign as follows:
- Block words like “cheap” or “free”.
- Their advertisements have words like elegance and prestige embedded within them.
- Ads segmented on the income level of customers.
- Create ads that attract potential buyers back.
8. Taking advantage of visual social networks
Photography is the best ally to create advertising for luxury brands. One potential social network for this is Pinterest. If we go to an example, the Chanel brand is one of the most present in this social network, the most curious thing is that the representatives have not created this presence, but their ambassadors.
9. Facebook and Facebook Ads
Luxury brands love to promote themselves through Facebook Ads. Why?
The power of segmenting the ad campaign is incredible: You can start by creating an ad for a 35-year-old young adult, single, lover of recognized brands.
Although millennials or generation Z (born between 1990 and 2000) are also interested in luxury brands. So you can also create a segmented advertising campaign in prestigious Universities, musical tastes among others.
10. Exclusive marketplaces
Some prestigious brands were afraid of taking the step to the digitization and losing their exclusivity. To maintain the tradition they decided to create private groups of members, private dating services, secret deliveries among others. Some of those we can mention are Moda Operandi, Mr. Porter, Farfetch, Barneys among others.
11. Decrease stereotypes
The elite public is also immersed in social networks, watches television, and listens to the radio.
For this reason, luxury brands avoid falling into stereotypes. Your clientele does not want to belong to trends, much less physical and personality stereotypes. So when luxury brands want to convey a message through storytelling, they are in charge of choosing a public figure that stands out from the rest.
And that consequently fits with the emotions they want to convey in the story to be told.
12. Custom deliveries
Sensory marketing strategies are manifested in luxury brands through interactive, sensory, and intelligent spaces. So one of the ways most used by prestigious brands to successfully close a purchase is the face-to-face delivery of the product at their facilities.
These spaces enhance the shopping experience and also strengthen brand values. Since, to the client feeling part of a select group of purchase, you are reinforcing your main brand value and therefore future continuous purchases.
My Team develop digital marketing strategies for luxury brands. Do you want to use new strategies for your brand? Contact us and tell us your ideas: [email protected]