Luxury brands are increasingly relying on social media to reach affluent consumers via product pushes, campaigns and contests. However, some marketers are just on another level.
Brands such as Louis Vuitton, Dior, Burberry, Cartier, Gucci and Omega are taking advantage of the burgeoning Chinese market by using Youku, a Chinese video service similar to YouTube.
Lincoln has partnered with magazine publisher Hearst to launch an interactive advertising campaign series that aims to push the brand into the ranks of luxury automakers.
Luxury brands that use mobile banner ads have the ability to hone in on a specific target audience of affluent, tech-savvy consumers. Some brands are already getting the hang of it, while others are struggling to keep up.
With U.S. consumers hesitant to start spending again, luxury brands should focus their marketing efforts in emerging markets, such as China, Brazil, Russia and India, according to a study by Boston Consulting Group.
Whether you are a seasoned mobile marketer or just getting your feet wet in the mobile space, the issue of ROI is always top of mind. Yet when it comes to ROI, there are no standards.
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