There was a time when traditional marketing such as print and radio were considered the best way to connect with your audience at large! However, with the rise of digital marketing, things have changed drastically. Now for engagement, brands find digital marketing channels more quick and effective. With digital marketing, your brand has a much better shot at a strong presence online and thus, increases the chances of customers returning back.
Most luxury brands are leveraging social media to boost their brand and stay relevant to their target audience. Luxury goods are those that are bought seldom, but it is important to engage with your audience from time to time.
So, as a luxury brand owner, how do you go about it? For making the best use of digital marketing, luxury brands can create and implement some effective strategies to generate revenues and increase engagement significantly.
Here’s a closer look at the some of them for brand building through digital marketing:
Nothing says luxury like personalization. As a luxury brand, you should make sure you connect with your audience in a customised manner. Not only does this help you set the tone for your brand, but your customers also start to feel a connection with your brand. The more you know your customers and their preferences, they are more likely to form a strong association with your brand. You can provide them exactly what they want without wasting too much time and resources to increase more sales.
Digital brand asset management is another way to personalize brand experiences using landing pages in different languages and curating asset groups tailored to different audiences.
If you haven’t yet explored social media, then there is a lot that you are missing out on! For networking and reaching a wider audience online, social media is the best-proven tool. Implementing various digital marketing strategies that make use of social media can help you spread messages and announcements instantly, can help drive more and more traffic to your website, and it can also help you understand your own audience and business better!
With new features being added frequently, there is no better way to keep customers engaged and drive conversations. It is also the most effective method for online advertising. Facebook and Instagram ads are one such example where you can specifically target men or women of the certain age group who like brands similar to yours, along with other demographics and interests.
Too often, businesses underestimate the importance of SEO whereas it is probably the most important aspect of having a strong presence online. Search engine optimization is a powerful strategy to increase traffic and drive visitors to your towards your website. When your brand ranks well on Google, it is bound to get more traffic and relevant visitors that are looking for products and services offered by your brand. They can view your products, learn more about them and finally take the call for purchase. Implementing a well thought out SEO strategy can help increase revenues significantly.
With the help of a website, any luxury brand can create a distinct identity and build a base of loyal customers. The key takeaways of a good website are that it should be well designed, should resonate with the style of your brand, should provide a smooth user experience, should be easy to consume in terms of information and content, and should have suitable and clear calls-to-actions.
Some websites take too much time to load and that can leave your customers dissatisfied altogether. What is important here is to create a website from the users’ point of view which is fast, easy and highly functional.
Bruce Wayne aka Batman is a fictional character. Still, people strive to live his billionaire life and become a hero by night! The reason is that it is human nature to see ourselves live the dream we want. Aspirational marketing does the same for luxury brands by creating a dream and then arousing emotions in the minds of customers. It tries to place a product into customers’ emotions that influence them to buy.
There are a lot of other factors as well that determines the success of luxury brands in the digital world. Be active, stay relevant and keep interacting with customers to surpass all the challenges and emerge as a successful luxury brand online!
Do you think digital marketing for a luxury brand would be any different than digital marketing for a small business? Let us know in the comments!
Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.