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DANA POINT, CA – A Waldorf Astoria executive who spoke at the American Express Publishing Luxury Summit 2013 said that luxury marketers should focus all technology-driven efforts on leveraging service above all else.

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.

Footwear and accessories label Salvatore Ferragamo is flaunting its brand roots through a microsite, branded film and exhibition that engage consumers in the legends of shoemaking.

French fashion house Chanel is flaunting its new Première watches through a banner advertisement on Condé Nast-owned Vanity Fair’s mobile site.

While Google put in a strong first quarter, questions still remain about how mobile is driving revenue for the company as CPC rates dropped again and advertisers continue to migrate to enhanced campaigns that offer fewer mobile targeting capabilities.

Pointing to the quick growth of mobile use for shopping, 29 percent of retailers now see more than 20 percent of their traffic coming from mobile devices, up from just 3 percent who could make this claim a year ago, according to a new report from the e-tailing group.

Hearst’s Town & Country reported a 9 percent increase in advertising pages in the May issue compared to the year-ago period.

Ermenegildo Zegna and Fiat’s Maserati are cross-marketing their Italian brands through a long-term design partnership to produce 100 limited-edition vehicles and offer Zegna customization options.

Swiss watchmaker Breguet is appealing to watch enthusiasts through its participation in the “Precision and Splendor: Clocks and Watches at The Frick Collection," New York.

Italian apparel brand Kiton is connecting its print and mobile marketing through a QR code on its advertisement in Bentley magazine's spring issue.

Four Seasons Hotels and Resorts is strengthening its reputation as a family-oriented travel brand with a multichannel summer campaign that includes special offers and digital promotions.

Chanel and Christian Dior are showcasing their brands with six advertising pages in the front of Condé Nast-owned Tatler magazine's May edition.

Equestrian Quarterly magazine targets the top percentile of Americans who embrace equestrian style and have discretionary income.

Today in luxury marketing - Ralph Lauren makes changes to ecommerce operation; Ride a crystal glass elevator at Canali's Madison Avenue flagship in New York; Jaguar’s $47,000 XF sedan offers easy price, plush ride; Toyota to start making Lexuses in US.

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.