With more and more consumers owning and using smartphones than ever before, brands need to embrace technology to put their brand message across to consumers on different social mediums. While brands have jumped into the foray, luxury brands have been hesitant in doing so. High-end luxury brands are cautious in embracing new marketing trends but they need to be where the conversation is.
“Be where your customers want to be. Your virtual store should just not be a replication of your physical store, it should be much more so that it drives the consumer to your store,” Jean Pierre Le Calvez, EMEA Marketing Manager, HP.
There has also been an increase in mobile advertising budgets versus desktop. “There is huge investment in online marketing budget as we move digital with nearly 34 percent budget being invested in mobile advertisements. People are all out there, on the brand’s website and social mediums researching online. Digital is no longer a choice, we need to move digital,” commented Daniel Bowers, International Strategy Director, OMD London.
Hanan Huwair, Executive Director of Strategic Partnerships and Programs at Dubai Design District says that brands not just need be tech savvy but need to know how to spread their brand message through these mediums.” Digital is direct connect with consumers. Luxury brands need not just be tech savvy but should know how to use the smart tools to send their message. The entire digital experience in which the people are experiencing your brand is very important. How you use technology to speak about your services is essential.”
According to Kolia Neveux, General Manager at Tag Heuer, online performance affects the image of the brands. “Brands need to be accessible at the same time be desirable”. With regards to Tag Heuer developing smart watches like the Apple Watch, he said, “We are not competing because Apple is Apple, we are just offering an alternative,” adding, “Apple will sell alone in a year what all of the Swiss luxury brands will sell together.”