Finding the right audience for your app is not a trivial task. It requires blending high volume with high-value users. Adjusting these balances depending on your app’s lifecycle is paramount.
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Luxury Daily is inviting opinion pieces on luxury advertising, marketing, media and retail issues that affect marketers as they run multichannel programs for branding as well as customer acquisition, retention and reactivation.
In 2015, the biggest challenge for luxury marketers will be to gain a much better understanding of what customers expect in terms of significantly improved customer experiences.
In 1498 Aldus Manutius of Venice produced a book catalog and used it to promote his recent publications. In itself that may not sound particularly interesting, but at the time this was a major advance in commerce: for the first time the prospective buyer did not need to be face to face with the merchant to browse, select and purchase goods. It was the first example of direct marketing.
Traditional marketing is becoming less powerful, interesting, accessible and useful to companies and prospects.
Last millisecond still exists, certainly, but the overwhelming convergence of mobile and in-store – consumers browsing on their smartphones, then shopping at a bricks-and-mortar location, mobile couponing or showrooming – gives the concept an entirely new context.
Marketing around the holiday season will always be a highly competitive and rather expensive undertaking, but it is a critical point in time for advertisers and one they cannot get wrong.
Movember has grown faster and bigger than a hormone-powered Fu Manchu. Now in its eleventh year, the phenomenon is not only a bona fide grassroots health awareness movement, it is a brilliantly executed marketing campaign.
As common sense as it may seem, mobile first is the wrong approach to take when designing for visual commerce elements such as video and spin photography.
Increased pressure from major industry competitors and mass channels is eroding Whole Foods’ product differentiation. Pricing premiums are harder to defend and many of Whole Foods’ customer experience differentiators are being adopted as competitors respond to changing customer preferences.