- No categories
It is interesting to follow the raging holy war surrounding mobile Web versus native applications.
The luxury industry operates in an amazing inversion to most economic drivers. When economic times are bad, luxury does well. When economic times are worse, luxury does better.
Today’s affluent consumer is younger with certain digital expectations. If luxury brands do not meet those expectations, they will miss out on a huge opportunity.
Understanding which channel is responsible for driving an application download is critical to managing resources and improving marketing effectiveness.
The Asian appetite for luxury manifests itself differently from that in the West. That came out loud and clear at Luxury Keynotes in Singapore.
By replacing the most important part of the experience with one that revolves around you and your friends, Facebook is embarking on a smartphone coup d’etat.
Despite the proliferation, mobile remains a complex universe, with many options and factors for decision-makers who are considering initiatives.
Some luxury goods manufacturers may currently be on the edge of a fiscal cliff if we are to believe what The Wall Street Journal cites as “the European luxury-goods market deep in recession.”
The FTC could use a failure to comply with the revised .com Disclosures as a basis to bring an enforcement action under the FTC Act. Therefore, brands and agencies should reevaluate their ad and disclosure practices.
In 2012, consumers spent 76 percent more time on social apps than the previous year, and 50 percent of Facebook users accessed the network from mobile. This makes social the fastest-growing mobile app category.
The FTC could use a failure to comply with the revised .com Disclosures as a basis to bring an enforcement action under the FTC Act. Therefore, brands and agencies should reevaluate their ad and disclosure practices.
With pitfalls lurking, we see top luxury brands working hard and being careful to get it right every single time. Sounds smart, but, as a result, an equally dangerous trend has emerged: Luxury brands are consistently late to the game, letting fear of failure deter them from strategic innovation.
An increase in ad spend only tells part of the story when it comes to the emergence of mobile. There is a direct correlation between mobile advertising spend and time spent by consumers on such devices.
Consumers fundamentally do not like to be marketed to in intrusive ways, and often advertising makes us think of our insecurities rather than celebrating what makes us special.
Analysts project that the mobile commerce market will reach $31 billion by the end of 2017. As this growth takes place, we can expect to see more than a handful of major retailers battling for their piece of the pie.
Chanel (1.5 million-plus followers) and Bergdorf Goodman (174,650 followers) are tweeting in ways so different you would be surprised to know they were both in the luxury space.
Either as a point-of-sale device, product research assistant or linkage to social media, mobile continues to prove itself the linchpin of an omnichannel experience.
With more than 1.5 million applications in the Apple and Android app stores, the mobile app market has become an overwhelming space for those who want to develop and market new apps.
Every time the media runs a story about identity theft or hacking of private information, it sends fresh waves of anxiety through consumers and retailers alike. This is typical with emerging technology.
It is already old news that mobile is the future, with some predicting that usage will overtake desktop as soon as next year. The platforms, brands and publishers that crack the code will thrive, and those that do not will perish.
For most marketers, more customer engagement is occurring from a mobile device than from any other single communication touch point. That has serious implications for the brand.
