- No categories
Dior, Chanel, Gucci, Rolex, Dunhill, Armani, Vuitton – prestigious names that we all recognize in an instant, the time it takes to say “Ritz.” Daslu, Concern Kalina, Ganjam, Shang Xia – these might take a little longer, cause a frown to appear as you search in the back of your mind, or even raise an eyebrow or two. Do you know them?
Marketers need to look at the big picture, and may need to change their mobile success goals from conversion to engagement, at least in the short term.
The intelligent luxury economy is changing the way that luxury consumers work, live, learn, create and play. It is a mash-up of intelligent cyber-physical systems that create new capabilities for people and machines.
As the New Year begins, marketers are carefully planning their strategies for their campaigns in 2017. Sure, there are plenty of tools, tips and tricks to choose from, but selecting the right ones for your brand’s objectives is crucial.
When today’s consumer has questions about your product, it is no longer acceptable to wait for the answers — they must be addressed in real time or the customer will turn to the next readily available and better option.
For consumers, a smartphone can represent familiarity and comfort. For marketers, though, a smartphone can represent chaos and uncertainty. Conversations I have with agencies, brands and publishers about mobile marketing increasingly seem marked by anxiety.
Environmental issues are a recurring topic among luxury brands in China as the country struggles with pollution and the wide-ranging effects of being a manufacturing superpower.
Mobile continues to be the marketer’s medium of focus, with mobile increasingly subsuming the overall digital advertising landscape. Where go eyeballs, so goes the money.
Designer merchandise used to be the ultimate status symbol. The upper class was defined by who they wore. For most others, the closest they could get to a Donna Karan dress was leafing through the glossy pages of Vogue magazine.
A season once defined by hectic shopping malls, frenzied crowds and stocking the shelves of bricks-and-mortar stores shifted this year to something a bit more homey.
Brand-safe environments and measurable key performance indicators need to help wean luxury advertisers off their print habit.
With attention spans shrinking and mobile devices dominating, you can see how mastering short-form messaging will be a key skill for marketers of the future.
From geopolitical disputes to debates over cultural appropriation, China tends to be a place where it is easy for foreign brands to get embroiled in controversies, no matter how hard they try to avoid it.
Even though 83 percent of application users say location is crucial to their app experiences, it is astounding that more than half of location-dependent app users have not turned their location services on – even for things as basic as weather and navigation apps.
Shopping cart abandonment rates on mobile are higher than on desktop and driving the global abandonment rate up to 73.4 percent.
The updated iMessage platform opens up a wide variety of opportunity for retailers looking to boost engagement with their apps.
One form of marketing that is likely being overlooked by digital marketers during the holidays – even though statistics indicate it may be the most effective form of brand communication today – is SMS/MMS text messaging.
Many jewelers had built their businesses around weddings, with a particular concentration on diamond engagement rings. As these sales have fallen precipitously year over year, they now must change their focus. But to what?
Behind many of the travel apps’ problems is the mistaken notion that a mobile app should simply recreate the desktop experience. This ignores the fact that mobile devices are not just a complement to desktop computers – they are an alternative.
The consequence of missing a trend can be devastating to an organization. This is especially apt when it comes to business where consumer behavior is rapidly changing alongside politics, economics and technology.
In tech news in the past week, China’s social media app Weibo is showing signs of a strong rebound in a WeChat world, and luxury brands have been wasting no time taking advantage of the platform’s expanding reach.
