Can you imagine a brand these days without digital content? While there’s no denying the tactile influence that comes from experiencing a luxury product’s rich fabrics, brands are investing more in content created especially for digital channels. Luxury brands were allocating 67% of their advertising spending to digital in 2021.
A closer look at luxury consumer habits, however, reveals that creating quality content for digital channels can arguably be the best marketing strategy for these brands. Considering how tech-savvy millennials and Gen Z are best positioned to influence the luxury market with their purchase decisions, it makes perfect sense for brands to engage their audiences in the digital space, where they are most active.
Let’s take a look at what these brands are doing for digital content creation and why these brands are destined to succeed in the luxury arena.
It’s no surprise how the recent pandemic spurred the growth of e-commerce by keeping shoppers and luxury consumers at home. In fact, this further spurred the search for more ways to enhance the digital shopping experience. Examples of these enhancements include company-owned direct-to-consumer websites that are optimised for mobile with improved search and navigation features and virtual personal shopping.
Other ways for luxury brands to improve their websites include optimising the content and embedding videos on key product pages. Brands can also make it possible for website visitors to book virtual customer service appointments. The Louis Vuitton website, for instance, features mobile-optimised product videos and options for next-day “click and collect” shopping which contributed to its low bounce rate.
Today’s luxury consumers put the “experience of things” above actual ‘things’, and so they demand more appealing and entertaining content from brands. When in-person experiences aren’t available, immersive, rich digital experiences are the next best thing. Apart from videos, other types of rich media include 3D images, augmented and virtual reality, live streams, stories and podcasts.
The secret to rich media lies in encouraging the target audience to interact with content or to take action such as swiping, voting, commenting or clicking on a link. Audiences may even choose to “try on” luxury products such as makeup or accessories using augmented reality lenses or filters.
Even while other brands were cutting back on their social media during the pandemic, Tiffany & Co. was able to keep its engagement rates up with creative content on Instagram. The brand used informal IGTV content as well as reposts from past campaigns. Kate Spade also spent significantly on social media ads featuring rich content on TikTok, Instagram, Pinterest and Facebook.
Immersive content which provides virtual tours of brick-and-mortar stores is particularly effective for luxury brands, as this is probably the closest that audience members can get to an in-store experience. Examples of immersive content used by luxury brands include the Dior virtual stores and the Balenciaga virtual reality runway.
Today’s latest digital trends can become yesterday’s news in a flash, which means brands need to stay proactive to succeed in the luxury space. Even as the digital landscape continues to evolve, brands that keep pace with the change are sure to be the ones to win consumers over.
Now that COVID-19 has accelerated this growth, luxury brands will have to work harder to ensure that the digital marketing experience for their audiences are seamless from the first touchpoint to the last. Some of the ways luxury brands can do this include:
Bear in mind that the in-store experience is still essential, because luxury consumers will always appreciate being able to physically handle their exciting new purchases. As such, brands need to make sure that their digital content aligns perfectly with what audiences experience in-store.
The most effective digital content is created with the audience in mind, particularly when it comes to luxury brands and their exacting target audiences. With Gen Z and millennials at the forefront of the luxury market, working with content creators who know what these consumers are looking for is especially critical.
Mediatropy’s track record includes creating groundbreaking digital content for brands including an interactive website and videos for Yves Rocher, and social media assets for Melia Bali. The team has also worked with luxury brands such as Shangri-la, L’Oreal, and Maserati. Find out what we can do for your luxury brand at Mediatropy, today.
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