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The Significance of Digital Marketing for Luxury Brands



October 07, 2017 – Comments (0)

Do luxury brands need to take digital marketing seriously? Absolutely. One of the most risky misconceptions a luxury brand could ever make is assuming that because of the stature of what they offer, there is no need to take things like YouTube or social media seriously. In this day and age, just about every brand in the world has to take digital marketing seriously. That includes companies that deal in luxury goods and/or services.


Burberry, Rolls-Royce, and Johnnie Walker are just a few of the luxury brands that have made some smart moves with digital marketing. In doing so, they remind us once again that regardless of who you are, and regardless of what you offer, you need to have a strong presence in the online world. There are a number of different ways in which you can achieve that.


Here are five things to keep in mind:


1. The narrative matters: You aren’t just selling someone a good or service. At the end of the day, the things people buy are designed to also be a reflection of themselves. Your narrative can help to reach them, and connect to whatever their perception of that reflection might be. Some luxury brands utilize culture and history in their narratives. Others use facts and visuals to emphasize why they are in a class all their own.

2. The balance between being exclusive and being visible: “Obviously, you want to have a business that emphasizes a certain amount of exclusivity. At the same time, you need to make an effort to put yourself out there.” – Says Will Blesch from Breakthrough Business Branding.

3. Build a sophisticated team: We’re not saying that you need to stack your business with geniuses. However, you can ultimately accomplish a great deal by making sure you are working with people who bring two needs to the table. They share your passion, and they understand the value of establishing your brand as a luxurious choice.

4. Create a community: Even those who deal in buying luxury goods/services want to feel as though they are part of a larger, stronger community. Your brand needs to create opportunities for that through social media and elsewhere.

5. Engage people: This ties into the above suggestion. Look for ways to interact with your customers on a level that makes sense to their expectations for a luxury brand.


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