Online marketplaces and shopping platforms have been around for a longer time than one contemplates. It is during the former decade that consumers and brands developed an appreciation for an online presence, eventually making eCommerce a booming market.
With established brands prioritizing online shops over their traditional physical stores, the need to connect with customers on a personal level has become the ultimate agenda. Self-advertising is vital to withstand the immense competition in addition to creative ways to constantly represent the brand image on the grounds of survival. Several big businesses and acclaimed stores experienced major downfall due to their denial for the need of online brand marketing, few even declared bankruptcy. Despite the influx of brands optimizing every resource of marketing their business online; when one talks about luxury brands, not much evidence of online marketing surfaces immediately. When was the last time you saw an advertisement for Rolls Royce or Lamborghini? Yet everyone seems to be well aware of their brand value and prestige.
Luxury brands have distinguished themselves from, what now has become, the traditional market for mass-brands; digital identity. A good way to counter is that luxury brands serve a whole different demographic compared to the widespread mass-market. Despite the fact, luxury brands are projected to sell online 3-times more within a few years and more than 60% of their current in-store purchases are influenced by digital brand marketing. This in itself is a statement that these brands are investing their precious time and capital to develop on their already established brand identity.
To recollect the secret underlying above, luxury brands exclusively work on enhancing and polishing their brand image online. While they achieve their goals through a few infamous tactics and strategies, these knacks come-in handy for a motley of businesses.
Here are few strategies from luxury brands you can apply for your online presence
You can pinpoint a luxury brand whenever you hear one. Mostly because of the sense of exclusivity associated with the name, their incomparable cost and the supremacy behind the craftsmanship of each product. The coherence of these three fundamental elements make up for a luxury label.
Fabricate Your Charm
The first and utmost stride in flourishing a brand is to knead a persona by inaugurating its legacy. You can achieve it by harmonising the brand’s intentions, motivations and its intricate undertakings to build on the heritage. Brand’s intent acts as a connector between the label and potential consumers, the motives transmit the awareness for customer’s needs as the final product seals a bond between the business and clientele. Since not many get to experience a first-hand impression of luxury brands, it is easy to misinterpret them as recklessly expensive. It is essential to realize that their high prices are backed up by their state-of- art work ethic and constant will to outperform their previous efforts. Their self-promotion tactics, implementation of campaigns and style of production differ vastly from the average mass-market companies. These brands not only out-do themselves but also aim to be a gateway for modern upgradations within their respective industries.
Know Your Clients
Understanding one’s clientele is a major feat for any brand. It is an ongoing process and quite tricky one. It is essential to analyse lengths of data to track sources behind customer interaction. It fills the void of consumer expectations and enunciates a direct thread of communication between the brand and its clients. This involves researching each possible detail about its current and potential customers from age, sex, marital status to highest level of education and annual earnings. Learning about one’s clientele not only helps in a higher sale but also plays a significant role in a company’s growth, rapport and success. User data helps luxury brands run promising campaigns and personalize new products for their regular high-end users, which in return helps companies retain their user engagement.
The keys to public relations are rooted deep and depend heavily on touching people’s lives personally. Just like having a unique manufacturing process or being amongst the top in the field is not enough to drive constant sales, a brand’s willingness to experiment and innovate determines its integrity and hence, generates revenue.
Public relations is a delicate and steady process of making potential consumers comfortable with the brand. Huge labels do so by funding researches for advancements in their industry and by associating highly appreciated public figures to their brand.
Well, it is not necessary to invest a fortune in uncertain research or hiring brand ambassadors. There are names that have cleverly pierced into people’s minds and hearts, all with just a little creativity and accurate timing. Several brands like to address social issues and take a stance through their ads or campaigns, a fine way of attracting new users while creating a buzz. Remember, PR might be a way to acknowledge your direct thread of communication with the users but it is equally useful to maintain the pride and integrity of the brand on the side.
Search Engine Optimization
SEO is essential for every online business to boom and huge luxury brands aren’t treated either way. Despite their entrenching recognition, organic reach plays an important role in confirming online sales for luxury brands all over the globe. Although, if you are interested in operating your brand image similarly, there is good news for you. Luxury brands have not yet fully utilized the SEO opportunities and drastically lack the data for google to rank them among the keywords within their own industries. This achilles heel opens up endless possibilities for dedicated brands to make it big in the online world.
Luxury brands dedicate fortune of their time and money in refining and adding to their brand image through their preferred mediums. They constantly try to connect with people on a personal and intellectual level while meticulously maintaining their core principles and values.
Given you have a dedicated team to integrate these strategies for your brand marketing, now is a perfect time to start as luxury brands will soon catch on; given the huge rise in online sales due to the pandemic.