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Luxury Brand Marketers Investing More in Digital Marketing and Social Media

Luxury Automakers expect Digital Marketing and Social Media to see increased focus in 2013

Faced with a luxury consumer who has high mobile expectations and a demonstrated tendency to spend big online, luxury brand car company marketers are upping the ante.

I post this conclusion based on a survey of over 130 different worldwide luxury marketing executives selling a wide range of products, which was conducted by Worldwide Business Research and ShopIgniter.  Among responders to their survey, 85% said they planned to increase their digital marketing spend in 2013. This survey of marketing leaders within companies selling products specifically targeted to the higher income segments found that Social media was a particular area of focus, with 72% increasing spending in that area specifically.

Facebook is presently seen as the key social platform; 95% of luxury marketers said they were actively engaging customers there. Twitter was the next most popular platform, followed by relative newcomer Pinterest. AS we have seen repeatedly over the years, you can reasonably expect that luxury brand car companies will follow the same media trends as other companies selling a variety of products to the same demographic and income segmented consumer. 

Most sellers of products and services in the luxury segment report that the power of social to influence the purchasing considerations among consumers in their targeted audience is considerable.

Facebook, Twitter, Pinterest and YouTube were all more popular places to engage consumers than ecommerce sites, which have a more direct connection to online luxury brands. That being said, more than half of respondents were reaching out through those channels as well.

Within the automotive vertical, images and photographs lead all other forms of content in triggering consumer engagement with car companies and dealerships. So, it is not surprising that Visual-focused social sites held special appeal to luxury marketers given their preferred content strategies and conversation tactics.

Similar to the dominance of photos and illustrations within the overall automotive vertical, the most popular approach among content, conversation and product-promotion tactics: posting product imagery, which 81% were using. A majority of luxury class product marketers also said they were deploying video (75%) and content related to new product launches (60%).

There has been a tremendopus voume of "drum beating" around mobile marketing in the automotive industry. There may be several considerations within the luxury vehicle markets to consider when planning a car company or dealership's marketing delivery channels. When it comes to mobile, luxury marketers are still finding their way.

While affluent consumers are more likely to be smartphone users than the general population, packing a premium experience into a small screen presents a challenge for luxury goods marketers, including car companies and auto dealers for whom luxe is in the details. Only 35% of marketers said they used mobile apps, and only 26% were making use of mobile commerce.

Loyalty programs were another little-used tactic that could potentially play a big role on the web—so far, just 20% were trying them.

Read more at the source:

by Ralph Paglia

Views: 285

Tags: Car Companies, Digital Marketing, Investing, Luxury, Luxury Brand, Marketers, Social Media


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