Digital marketing for luxury
Whatever your industry, it's important to be online. Companies that sell luxury products are no exception to this rule. Indeed, many of them use digital marketing in its various forms: website, social networks, influencers, bloggers, etc. Luxury often cultivates mystery, rarity, storytelling, ... They often resort to original, daring strategies to distinguish themselves from others. Video is necessarily important because Internet users are looking more and more in video format ... and want to go even faster. The teasing aspect is recurrent to create the desire to own a luxury product like Rolex which often creates scarcity in its products ...
You may have known this already, but the luxury sector is not experiencing the crisis ... it is even experiencing excellent growth compared to other industries. The demand for digital luxury marketing therefore continues to grow as a result ... and the digital actions of major brands are multiplying.
What is the difference between digital marketing for luxury and classic digital marketing?
• We can evoke a budgetary difference between companies selling luxury and other companies. Indeed, the digital advertising campaigns of luxury companies often have larger budgets than those of other companies. As luxury products are more expensive, it is normal to have larger budgets to support the digital marketing associated with these products. The more expensive the product, the more proportionately the marketing associated with the product can be.
In addition, you will more easily see commercials on television from big, well-known brands rather than small companies ... all of this supports the digital efforts of brands. Add to that the icing on the cake: companies selling luxury sometimes call on celebrities to promote their products ... All this has a huge impact on digital and on the number of visitors to certain brands' websites. . The marketing campaigns are therefore to think of 360 ° and the digital universe supports the global effort. All this is not necessarily possible for SMEs, start-ups, etc. The luxury world is therefore thinking big in terms of digital and marketing.
• Did you know that already: many luxury brands have a website : Dior, Louis Vuitton, Chanel, Hermès, Gucci, Rolex, Cartier, Burberry, Prada, ... . (and many others) have been around for a long time. These brands are also present on social networks ... Luxury brands have often been supported for a long time by large digital communication agencies (and / or communication agency) to support them in their objectives of visibility and acquisition, branding, image and commercial issues. The budgets are important and the objectives bold, which befits the image of these brands.
What is the difference between a luxury website and a more classic corporate website?
• The UX (User Experience) and design are often more worked on than on other websites. Curves, colors and very refined aspects are required. You probably knew it, but black is the color of luxury . So don't be surprised if you see this color repeatedly on many luxury websites.
• It's true that online, the customer loses the experience that is offered when he goes to buy in a luxury boutique . In a Hermès store, for example: the porter at the entrance, customer service, support, the unique decor of the store, the atmosphere, etc. are all elements that you cannot find online on the web.
Luxury is difficult to convey online on a website. There is no miracle recipe
• We can by Against the observation that luxury brands are often moving towards CMS (content management system) more expensive than others like Salesforce, Adobe, etc. which are tools that often go further in terms of marketing automation. Going further with marketing automation , we very often see better use of CRM (customer relationship management) and emailing. Personalization is therefore often more extensive on these kinds of websites, but it is difficult to say if this concept really sells more or if it is enough to look pretty on the website. This 360 ° approach is very likely more efficient than a more traditional strategy. Other non-luxury companies use less sophisticated open source CMS (wordpress, drupal, prestashop, etc.) more.
Some brands are more advanced than others and some have innovation in their DNA, eg: " The L'Oréal group is an exception, since it is certainly one of the most innovators in the beauty sector. And its marketing strategy is no exception. "- Thinkwithgoogle </ span>
Some luxury digital marketing success stories
There are many, many success stories that could be cited. So here are a few.
• As examples of digital marketing strategy in the luxury sector, we can cite Dior : the brand has joined forces with the music star Rihanna , who is four times more followed on social networks than Dior
• Calvin Klein has signed an agreement with Justin Bieber , in particular to take advantage of the Canadian singer's subscribers on Instagram and Twitter, where his audience is up to 15 times larger than that of the brand.
• Louis Vuitton would be the first brand to have released live on Facebook the parades of the Fashion Week ...
• Burberry has decided to launch an exclusive campaign on Snapchat for 24 hours. Indeed, Snapchat or Instagram are tools that offer the ephemeral with stories (which is very popular with luxury brands because the ephemeral side helps them create scarcity).
• The Chanel house has launched @chanel.beauty , a new Instagram account exclusively devoted to beauty . The purpose of the account was to share their unique vision of the world of beauty, makeup and their products.
• Dior regularly presents models and Instagram celebrities on their social networks. Partnerships that bear fruit.
What to remember from digital marketing for luxury?
Although the luxury sector should normally have larger budgets for digital marketing, we find that many luxury companies are lagging behind in digital . Indeed, many luxury establishments: jewelry, fashion house, clothing, handbag, etc. have poorly optimized their page Google My Business : if you search for example on Google Maps, a store Channel in Paris, you will see on the Google page that no street view has been set online . Similarly, many prestigious establishments located on the Champs-Élysées (and / or Place Vendôme, Village Royal, Madeleine, Opéra, etc.) have not implemented any Google Street View , or 360 ° photo or virtual tour on the Google page. This tarnishes the image of its brands, which nevertheless have significant resources that should allow them to be ahead and not behind in digital marketing . However, the virtual format ensures a minimum of visibility and makes the highlighted establishment more visually appealing. If you are a big brand and you missed this step, then don't wait any longer to contact a digital agency like VirtuelTime. In this context, our digital agency can help you create and optimize the Google Maps file with in particular our 360 ° virtual photo service which will allow you to render your file as optimal as possible.
Do not hesitate to contact our agency if you have any questions or if you would like your free quote.