Smart digital marketing ideas to adopt for your luxury brand in 2020

The Drum 31 Jul 2020 01:30
By Rumble Romagnoli-31 July 2020 14:30pm

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Relevance reflect on the evolving online landscape and suggest brands find new ways to push their luxury marketing strategies.

The digital landscape is constantly evolving. In the new normal of Covid-19, marketers are having to keep up and stay ahead of the curve, in a world that has gone fully digital, not by design but by necessity. In this new world, marketeers must innovate with new luxury marketing digital strategies to stay one step ahead of their competition.

As more and more companies across the globe adopt digital technologies, both internally and externally, the online world is becoming ever more pivotal to the way people work, rest and play. Internally companies are transitioning to protect their employees and ensure business continuity, but externally, they’re having to adjust their business models, selling strategies and customer service processes too. A recent survey revealed that digital acquisition has already hit the level it was expected to reach in 2025. In fact, this figure was achieved just weeks after the start of the pandemic.

Discover five new cutting-edge ideas from the year so far.

By the very nature of the term pandemic, COVID-19 is a global disaster with a paradoxical sting in its tail. A completely global event, the coronavirus has reduced most people’s worlds to a very small space, limiting how far they can travel and in many cases, reducing people’s regular commute from their beds to their dining room tables. In a global pandemic, we are suddenly focused on the very local world around us.

For example, Italian fashion house Gucci took to Instagram in May to share notes from the diary of Alessandro Michele, the brand’s Creative Director, written during the months of the pandemic. Titled Appunti Dal Silenzio, or Notes from the Silence, took a step away from its usual high fashion posts to offer a more humble, relatable voice, posting in the original Italian first before following later with English translations. These posts were more wordy than the brand’s typical Instagram content, showing an awareness that many would be accessing them on a computer.

One of our favourite digital marketing trends to watch in 2020 is already hugely popular in Asia, and with good reason. Live-streaming is essentially live-stream shopping, allowing luxury brands to reach a large audience with in-store experiences.

Luxury brands such as Burberry began to experiment, with staggering results. The iconic British fashion house invited Chinese fashion guru and key opinion leader Yvonne Ching to its Jing’an store in Shanghai, where her experience was live-streamed on Chinese online marketplace Tmall. Her appearance on the Chinese B2C online retail platform had 1.4m views, and within the hour, the majority of the products featured on the live-stream were sold.

Increased personalisation

This simple, yet brilliant luxury marketing digital strategy ensures that the unique needs and preferences of customers are taken into account so that they are ultimately presented with the right product at the right time. In doing this, luxury brands will have a better chance of creating a meaningful interaction with their audience, which will, in turn, lead to more conversions.

Interactive social ads

It is fair to say that digital ads have been slowly but surely replacing traditional forms of advertising for the last couple of years, but COVID-19 has seriously sped up the shift from expensive, un-environmentally-friendly billboards, to online advertising.

The shift towards the Asian market

China is the world’s biggest consumer of luxury products, making up a third of global spend on luxury goods in 2018. This figure had increased to 90 % in 2019. China was also the first country to go into lockdown, and the first to re-emerge from Covid-19 confinement.

Whilst it is clear that COVID-19 has impacted the appetite for luxury goods dramatically, it has not had such a great impact on Chinese consumers, making targeting this market a smart step for many companies.

Rumble Romagnoli, CEO at Relevance.

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