Luxury brands shifting to social media

About a week ago, Simon Fuller, a journalist from a UK-based online publication brand-e.biz, approached us for information for an article he was writing on luxury brands and their involvement in social media; how to operate across social media, reasons why to get involved and how to go about it.

Our MD, Marco Corsaro highlighted the various reasons why brands should look into integrating a social media strategy into their online marketing initiatives as to not miss out on any valuable opportunities and the importance of providing fresh, new content in order to keep audiences engaged.

Here is an abstract from the article:

High-end sociability. Luxury brands are facing something of a dilemma when it comes to social media. On the one hand, everyone else seems to be at it, and they certainly don’t want to miss out. On the other, they’re all about luxury- and that means maintaining a certain distance from the consumer.

“With regards to luxury consumers, we know that they consider the Internet as one of the primary sources of information about luxury products,” says Marco Corsaro, MD of new media marketing outfit 77Agency. “They spend more time online than using any other media, [we know] that a higher percentage of them than average are Internet shoppers 75% versus 70% – and that they are twice as likely to be involved in consumer-generated content online.

“Having said that, many luxury brands have been slow in taking the lead in managing their presence in social media networks, missing out on important opportunities to engage directly with consumers and brand ambassadors,” he adds.

But it looks like slow-poke brands won’t be able to keep holding back, since consumers chat about them across social networks anyway.

“It’s no longer a question of avoidance,” says Corsaro. “Brands already feature strongly in social media exchanges as consumers use Facebook, Twitter and other networks to express their feelings and exchange opinions about brands and products on a daily basis.”

To read the full article click here.

This entry was posted on Thursday, September 24th, 2009 at 5:14 pm and is filed under Social Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.