The word ‘Luxury’ is being used very loosely these days. It seems it is now important to start working on redefining it so that most mundane products will stop receiving the status of luxury items and mere functional will stop being touted as phenomenal.

With the reuse and abuse of the word luxury, it is important for marketers to know that marketing a luxury brand is not only about setting the highest price for its products or making it beyond the reach of people. Besides the pricing and the advertising, effective marketing of luxury brands involves a lot many concepts.

Marketers of luxury brands, rather than aping the successful digital marketing strategies of other brands should concentrate on developing multilevel and multichannel strategies that suit their individual products and brand identities. Moreover, what works for a single product or a brand, might not be completely successful for other brands. While luxury brands strive to be seen as unique and distinct, their digital marketing efforts should also be unique and individualistic, to be successful.


Being Seen On Multiple Channels Is the Key

Until a few decades ago, marketers used a single concept to market their products. Sometimes using a single tagline or even a single word, marketers were able to push their products into the market. However, the times have changed and, unless you are marketing automobiles or beer, you have to be seen on multiple channels to compete in this competitive market.

From a supplier, the luxury brand marketer has gone on to become a receiver; opening various doors of customer communication and relationships. Marketers, these days, have to be ready for the communication, ideas exchange and create unique experiences to clients. Nowadays, customers are searching the internet for products and ideas; it is imperative that luxury brands position themselves as a viable online brand as well.


Focus on Customer Loyalty

When building the perfect digital marketing strategy for marketing luxury brands, one must take into account brand loyalty and customer loyalty as well. Customers who are loyal to brands advertise your brand effectively; they bond deeply with the brand and tell the rest of the world about its virtues. In addition to concentrating on customer awareness, sampling, trail and purchase, marketers of luxury brands should also take into account brand advocates. Brand advocates are passionate believers in a brand. So, as a luxury brand marketing strategy, it is important to encourage brand advocates, create ways to improve communication between brand advocates and others and try to create new advocates.


Connect With People Who Visit You

Using a number of free analytical tools such as Google Analytics, it is possible to connect with people who visited your website. You can easily follow these visitors to your site, regardless of where in the world they are from, you can accurately know the time they spent on your site, the places they meandered to, the products they searched for, the products they best liked, and more. So, when they eventually come back to your website, you will be better equipped to handle these returning visitors with better choices and better strategies to convert these casual visitors into sales.

In addition to these points, to be able to portray your brand as a unique luxury brand, you have to create an online identity that reflects your brand’s offline signature style. Everything from visual elements, graphics, colors, typography and more should be able to enhance motivation of customers and eventually turn visitors into customers.



Roxanne Genier