New luxury brands advertising solutions after pandemic by Jarábik Barbara: Successful brands often have a strong emotional appeal, and may be seen as aspirational. They can be found in a variety of industries, including fashion, beauty, automotive, hospitality, and more. High-end brands are typically well-known and well-established, and they often have a long history. They generally have a superior level of quality and craftsmanship. When marketing luxury products, there are a number of possible strategies that you can take in order to reach your target audience. Luxury marketers must carefully consider their target audience and what they are looking for in their luxury purchases.
Use influencers to make products go viral: Did you know that 39% of brands plan to increase their budget for influencer marketing? You should, too. Influencer marketing is one of the most cost-effective advertising strategies you can invest in. You can pay a social media influencer or another brand with a large loyal audience to promote your product. This can easily have a much better ROI and cost-effectiveness than PPC or many other approaches to marketing a luxury business. The key is to find influencers who share similar values and target audiences. Otherwise, you will be advertising to the wrong group of people and won’t see much results from your campaign.
Email marketing is extremely effective for e-commerce marketing and increasing customer loyalty, as it provides the opportunity to educate consumers and tell them about new experiences or products offered by the brand. Harrods do an exceptional job with their email marketing campaigns, and are well worth subscribing to for email campaign inspiration. In the near future, talking about online and offline will be like talking about the benefits of our left leg vs. our right leg. Both are integral to the other. It seems that every few months Burberry are running a new online brand-awareness campaign, driving luxury shoppers into their stores. Once those customers are in the stores, they’re encouraged to take pictures, share content, watch live streams, and use in-store iPads.
You’ve written ads to catch the eyes of affluent searchers. You’ve negated keyword modifiers that imply discounted pricing. Now let’s dive into income-based geo targeting. This is another truly phenomenal way to cut wasted spend and ensure the ads you’re paying for end up in front of the right people. How do you make that happen? Simple. According to Google, income-based location targeting is “based on publicly available data from the US Internal Revenue Service (IRS), advertisers are able to target ads to certain areas according to their average household income.” When you created a customer profile, detailing your ideal consumer, average household income was probably something you considered. It’s part of how you determine what you sell and how you sell it. Now you can leverage IRS data to help you to discover and advertise to these fine folks. And the best part? You can layer income-based targeting with your other location targeting for maximal effect. This means you don’t have to wholly exclude areas that fall outside of those designated as having higher household incomes; you can create separate campaigns (ensuring your budget is skewed towards geos in which the likelihood of your ideal prospects living there is greater) or just use bid adjustments.
According to a report by McKinsey digital now influences at least 45% of all luxury sales. It’s understandable why luxury brands have been hesitant to move online. Yet, with print and display advertising returns decreasing, and luxury shoppers spending more time online and on mobile devices, luxury brands need to not only adapt to survive in the digital universe, but to thrive also. While the strategies outlined below will provide useful inspiration, it’s worth pointing out that the best strategies will always come from clarifying your goal, breaking it down and brainstorming brand-specific solutions with your team. For this we’d recommend using a tool like TrueNorth or one of the marketing planning tools mentioned here. See additional information on Barbara Jarabik.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The global digital signage mirrors market was valued at USD 780 million in 2021. The world market is expected to grow steady at a CAGR of 12.21% to hit USD 910 million by 2023. Digital signage mirrors can vastly improve individual efficiency by choosing outfits as per weather updates while also offering bus and train schedules (including traffic updates). Digital signage mirrors in smart homes, planes, commercial spaces, hotels, etc. are designed to be connected to users as well as with different devices around. Energy efficiency is one of the major advantages that will drive the adoption of digital signage mirrors.