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Numbers predict that online channels will produce 25 per cent of luxury brand sales in 2025. As more people shop online, luxury brands begin to reroute their marketing efforts to cover even the channels where most people can buy from nowadays.
Therefore, companies need to adjust to the customers’ needs and implement better practices in digital marketing. But what are the most effective digital marketing practices that luxury brands can use today?
Creating great content is the biggest challenge for luxury brands. To make content people want to read, you need to understand your consumer. Content is one of the most crucial success factors in digital marketing. The best brands use content in various ways and produce high-quality content that can be used for any purpose.
For the past decade, luxury brands have been creating editorial content for their social channels, such as sharing photos and videos on Instagram, Facebook and Twitter, easily accessible and free to use. However, with the rise of paid social media, these channels can now be saturated with posts from other brands, making it more challenging to rank and penetrate the market.
Influencer marketing is the best digital marketing practice that luxury brands can use, as it can help brands gain a lot of exposure, build a brand presence and boost sales. Influencers are the trendsetters in today’s digital world. They can authenticate your brand, increase the level of trust, and sell more products.
By collaborating with key influencers, your brand will have more opportunities to reach more consumers and improve sales and profit.
Luxury brands need to invest in paid social media to achieve a better engagement rate in social media. It’s essential to find the right platform for your brand. Facebook Ads, Instagram Ads and Snap Ads are the three leading social media platforms for paid social media.
Another common challenge for luxury brands is to create content in the same language as their consumer. If the consumer can’t understand the information posted online, he won’t engage with it. That is why luxury brands should consider publishing content in their consumer’s native language.
Digital giants, such as Google and Facebook, have implemented mobile-first strategies. Most of their target audiences are on mobile devices now, so luxury brands must adapt their strategy accordingly. The most efficient ways to reach their audiences are to develop mobile-friendly websites or apps and create mobile-friendly content.
The rise of digital natives is another significant change in the luxury industry. Digital natives have grown up in the digital era, and they are tech-savvy and fluent in digital. They are the first generation whose first computer is their mobile phone and the first generation to multitask daily. Luxury brands need to understand the nomadic lifestyle and migratory habits of digital natives.
Conclusion
Digital marketing is the best marketing strategy for luxury brands. However, for luxury brands to implement and succeed in digital strategy, they must have a deep understanding of their target audience’s tactics, demographics, and habits.
Digital marketing practices have changed immensely in the past decade. It was sufficient to have a website and a Facebook page to attract potential customers in the past. However, today’s consumers are more demanding and sophisticated. They are smart, and they want the best from their luxury brand.
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