Luxury marketers should boost their presence in mobile advertising to remain relevant to their constantly-connected target consumer group.
Articles Tagged ‘Scott Forshay’
German automaker BMW is raising the bar for mobile advertising among luxury marketers with its new campaign that comprises video content and Google Maps integration to push the i concept vehicles.
Jaguar North America is pushing its Instinctive All Wheel Drive technology that is available for XJ and XF models via interactive video advertisements on The Wall Street Journal’s Web site homepage.
Italian fashion house Ermenegildo Zegna is live-streaming both its namesake and Z Zegna runway shows during Milan Fashion Week via its iPhone and iPad application and bolstering its new Google+ page by hosting a pre-show chat.
Luxury marketers that have not yet incorporated geotargeted calls to action, optimized shopping capabilities or search engine optimization into their holiday mobile strategy may be out of time, but there are quick fixes to consider, experts say.
German label Hugo Boss is pushing sales of its Bottled Night Eau de Toilette through an ad on People.com’s mobile site that leads to department store chain Nordstrom’s optimized Web site to purchase the cologne.
Jeweler Tiffany & Co. is looking to boost sales through a banner advertisement on the New York Times mobile application that leads users to an optimized shopping page.
U.S. lifestyle label Ralph Lauren is showing off its holiday 2012 collection through attention-grabbing header, banner and side bar advertisements on the New York Times Web site.
Luxury marketers that are looking to leverage the brand experience should use mobile applications to do so and encourage repeat usage through personalization, exclusive content and functions that enhance the journey to purchase.
A Vibes executive who spoke during a Luxury Daily webinar yesterday said that thinking beyond advertising and marketing is vital to luxury brand mobile use and marketers should take advantage of the devices’ capabilities to enhance their product.