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Luxury in a digital worldThe new reality

The New Reality

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A world driven by conversations is here to stay

Old broadcast formats and ‘Command & Control’ communication structures have collapsed. Content is everything

Technology has empowered people. Brands, companies and media need to take heed.

Consumers have become the most important players.

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Everyone and anyone can comment on anything

A new breed of journalists has arrived – often bloggers, but not always

New media models have emerged – often online; often moderated by blogs

Multiple channels provide multiple ways to tell a story. The mainstream media is no longer the only outlet to reach

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Micro is the new Macro

brands need to change how they reach people

The challenge for companies and for brands is how to reach, connect with, and sell to these new and receptive micro markets

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More and relevant communication

An ongoing conversation is critical for success. Doing it in infrequently is not enough..

A need to increase the frequency with which we communicate.

The more brands appear, the more of an impact they have.

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Communities matter, but….

Brands and Companies need to be careful. These are not places where you can simply run ads and expect to build relationships.

Not all communities are right for all brands. Facebook may not be appropriate.

Facebook proves that people have always longed to belong .

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Build relationships with key media

Choose which journalists, bloggers and commentators to communicate with and build strong, long term successful relationships:

Understand the different types of media: Journalists vs bloggers !

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Image Advertising still matters

To maintain the dream

To counter the brand’s fractional presence in digital media

So that consumers can still ‘aspire’ when they see their brand in full gloss.

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Considered Activities

Reach the right audience with the right tone of voice.

Be seen in the right circles.

Be seen in the right venues.

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Targetted High End Search

Longtail search phrases to reduce wastage and hit the elites.

Use the ‘language’ of the target.

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Do Social Media well

Or not at all !

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Find The Right Marketing Partners

Who has the best technology ?

Who gets the strategy ?

Who understands the target ?

Who delivers creative stand-out solutions ?

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The Specialists add value

Brands need to work with skilled producers , thinkers creators and technologists.. e.g.

- Digital Media specialists- High quality film production for content- - social media crisis PR advisers…

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The Future of Luxury in a digital world

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Curated Consumption

Selective supporting activities

Limit availability

Be selective about what you offer/ say

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Parallel Universes

Balance the controlled brand presence vs its social media personality

Reduce consumer confusion – full price one week, vast discounts online the next ?

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To E or not to E ?

Brands need to embrace e-commerce fully

And understand it .

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Covert or Overt ?

Will there be fewer ostentatious brands and more ‘invisible’ luxury brands, unseen by the outside world but fully experienced by the Elite – in private.

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Artisanal origins

• Original handcrafted, products.

Portfolio of products for my Luxury lifestyle

• From Bags to perfume, sunglasses, dog baskets, vases, branded hotels

Invisible Luxury

• Exclusive unseen services that Improve and enhance my luxury lifestyle.

The Evolution of Luxury

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The Future

Brands no longer need a digital strategy; they need a strategy for a digital world.

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Luxury Marketing in a Digital World

Hazel Kay Co- founder RDB & Marketing Consultant

Presented July 1st 2010 at ‘The new dynamics of luxury marketing in a digital world’. Singapore..