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The culture of social media is defined by real-time information, the instant sharing of information through posts, photos, articles, videos and tweets.

The power that Apple has in terms of building consumer loyalty through its store environment, customer service and focus on design makes it a force to be reckoned with in the luxury technology world, and could serve as a guiding light for other marketers.

Bloomingdale’s, Christian Louboutin, Maserati, Ritz-Carlton and other luxury marketers focused on mobile campaigns during the second quarter of this year to reach the growing number of affluent consumers using smartphones and tablets.

Harrods is engaging consumers with an in-store sports challenge and Twitter contest in partnership with Nike centered on the sneaker brand’s new movement measuring technology.

Mobile phone brand Vertu is giving back to the community via a special photo exhibition in Hong Kong and a product that will benefit children with cleft lips and palates.

Tumi is gathering up its digital ammunition to push a new video series called Case Studies, a packing-tips effort that chronicles real-life individuals for whom packing plays a major role in their lifestyles, rather than focusing on celebrity pitchers.

Swiss watchmaker Breguet is pushing the more-than-200-year-old history of the brand by displaying vintage models and new timepieces in an in-store exhibit about founder Abraham-Louis Breguet.

Mobile-enabled customers behave differently than the traditional consumer. Most notably is the velocity at which they conduct consumer research and make their purchases.

To catch affluent consumers where they are the majority of the time, luxury marketers such as Barneys New York, Cartier, Dolce & Gabbana, Harrods, Jimmy Choo and Michael Kors took to digital channels to deliver content, interactivity and ecommerce abilities.

British fashion house Burberry is pushing its straight-off-the-runway men’s items as well as big-ticket apparel, accessories and coats from ads in the Pandora iPhone application that seem to strengthen brand awareness more than trigger mobile purchases.

Marketers including David Yurman, Leviev, Louis Vuitton, Christian Dior, NetJets and Hublot are reaching an exclusive audience of super-affluent consumers via the summer issue of The Private Journey, a magazine that targets consumers with an average household income of $9.2 million.

Italian fashion house Giorgio Armani is marketing a new twist on its Acqua di Giò fragrance in a black-and-white brand film inspired by summer's heat.

Italian fashion house Fendi is honing in on the creativity of its Facebook fans via an application that lets users create their own Timeline cover image with a focus on a new fragrance, which will likely put the brand on the map with aspirational consumers.

The Wall Street Journal’s WSJ. Magazine saw a 79 percent increase in advertising pages year-over-year in its July/August publication with new luxury advertisers to the issue such as Louis Vuitton, Ralph Lauren, Dolce & Gabbana, Bentley, Dorchester Collection, St. Regis and Trump Hotel Collection.

German automaker Mercedes-Benz is pushing the driving dynamics and comfort level of its new GL vehicle in a social video that depicts a spontaneous car chase, but its commercial-like qualities and length could deter viewers.