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Sadly, for years affiliate marketing has been seen as the poor relation of the digital advertising family.
Tracking networks and technology companies typically selling the channel as a no-frills, “no-win no-fee” way to pad out marketing plans.
Research from Emerson College’s Engagement Lab, suggests luxury brands performing well in social media engagement often lagged behind in word-of-mouth (WOM) performance.
At the same time, brands who performed well in the WOM arena were making less impact in social media.
Marketing luxury goods is hard. As soon as you charge more than another brand for what is essentially the same product on the surface, you lose the biggest bargaining chip of them all: price.
You have to persuade people to choose your product for reasons other than its price tag, i.e. the quality, its rarity, the way it makes you look socially.
This is the challenge Bacardi faced when trying to come up with a campaign for its Grey Goose vodka last year, and the resulting campaign won it a Masters of Marketing award under the Luxury category.
According to our friends at Google, the most searched for fashion term in 2015 was “How to walk in heels”.
This may come as a disappointment to fashion brands who have been told search is all about sales.
Customers were NOT hungrily Googling the latest pictures from catwalks in Paris or Milan and working out where they could ‘get the look’.
As a marketer in digital, the word 'personalisation' might conjure up thoughts of cookies and triggered email.
But what does it mean in luxury automotive for Aston Martin.
Simon Sproule, Director of Global Marketing Communications, gave us the inside track at the Festival of Marketing.
Car manufacturer websites, particularly luxury cars, used to be a bit of a bugbear of mine.
The industry was to me a perfect case of how copycat web builds that ignore best practice result in a frustrating mix of dark, flash-ridden websites with a lack of content.
Land Rover bucks the trend. Here are four reasons why.
In a post yesterday, I looked at where luxury brands are going wrong online, with examples of poor UX and SEO from a number of brands.
In this article, I want to look at the elements that give sites a luxury feel, and pick out some examples of brands that are managing to blend style and UX.
If you’re not familiar with vente-privee, it’s a French pure play selling famous brands at 50% off retail price. And it does it on a big scale.
The company had €1.5bn turnover in 2013, an increase of 18% year on year.
120,000 parcels are shipped every day by vente-privee to eight EU countries and also to the US. It’s the number one fashion brand in France and the fourth biggest brand in all French B2C distribution.
I listened to Seb Bellone, Head of European Transport and Distribution at vente-privee, who gave me these stats at MetaPack’s Delivery Conference this week.
I thought I’d lay the stats out for you, so you can get an idea of the scale that vente-privee works on and how they deal with delivery.
There are many considerations when harvesting the email address of your customer. How much information do you ask for? How hard do you push the sign-up? What do you include in a welcome email?
For luxury brands, the purchase decision is surely all about education and information. Giving those moneyed customers knowledge of new lines and must-haves will keep them returning, in fear they're missing out.
Most luxury brands sell 'lifetime' pieces, and so to hook the customer ahead of your competitors, every word of your comms should entice and exude the charm of a private members club.
Here's how some of the most searched for US luxury brands do email welcomes.
Coach has an ultimately frustrating website.
Don’t get me wrong, the desktop site, designed this year, isn’t presenting too many barriers to customers. It also has some nice touches that should shine in a tweaked redesign. And it has some amazing product images (of amazing products).
But, at the moment, it’s a little buggy and has a homepage lacking in features above the fold.
With a little work, the desktop ecommerce site could make content and products easier to surface, and provide a much more immersive experience.
In this post, I’m looking at the US website. If you’re not in the US, you can hit ‘global sites’ in the footer and take a look at the American view.
For those outside of the US, Coach is big, with revenue of $3.23bn in 2009. It’s big enough that when I Google simply ‘coach’ (and bear in mind I’m in the UK), I get a Google company ‘card’ on the RHS of the SERPS (see below), which I can click to take me to results more relevant to the luxury leather goods store.
So, now that I’m in the store, what does it look like?
Recreating the luxury retail experience on an ecommerce site is a particularly difficult task and one that many high-end retailers have struggled with.
Effective web design is supposed to be about creating a simple, convenient user experience, but luxury brands apparently find it hard to resist the temptation to design convoluted sites that value glossy imagery over user experience.
In fact we've previously highlighted 17 luxury brands with poor web UX, as well as looking at why luxury brands need to focus on user experience and SEO.
Therefore when Mulberry recently launched a new site my expectation was that it would be another unusable but great-looking ecommerce store.
Even luxury brands are having trouble moving with the times. What is certain is that the static brochure style website featuring a photoshoped image of an infinity pool is dead.
Luxury hotels, like every industry, are having to be more imaginative and rethink their marketing strategy.
The first rule in content marketing is that content needs a purpose: to stimulate, engage, convert and build a buzz around a brand. It’s got to be useful, visible, desirable, engaging and provide a platform to position the hotel as a socially-connected brand.
Why is content so powerful? It’s is the modern day convergence of PR, social, SEO and good old-fashioned storytelling.