Understanding Luxury Brands and Social Media. Samir Balwani is an emerging technology strategist at Morpheus Media, a firm specializing in Social Marketing, SEM, and SEO. You can follow him on Twitter @samirbalwani and get his newsletter. One of the biggest misconceptions by brand managers is that the web is not a luxury market. The truth is that people are spending more money online and it's a place luxury brands must build a presence. However, most have a nagging fear of ruining their brand reputation. So, how can luxury brands engage in social media? The Luxury Market Online Before we answer the previous question, let's define the luxury market. "...within the scope of socio-psychology as a result of its connection to a culture, state of being and lifestyle, whether it is personal or collective.
So, brands with scarce products and high prices must find a way to find consumers online. In November 2007, eMarketer published a report titled "Affluent Internet Users: How the Rich Live Online. " Problems With Luxury Brands Online 1. Luxury Lab The Art and Science of Luxury. Luxury car brand embraces social networking - Social Marketing - By all accounts, Generation Benz has proved a success for the luxury car brand. So much so that another site, this time aimed at Boomers, is planned for next year, reports AdWeek. Generation Benz, launched in May this year, is an invitation-only online community which currently boasts around 800 members of which around a third are Mercedes-Benz owners. The rest, says Stephen Canon, VP of marketing for the luxury car brand, are interested in the brand and are potential future owners. Generation-Benz provides an environment in which Gen Y customers can share their enthusiasm for the brand and marketers can form virtual focus groups around hot topics.
Questionnaires, forums and live chat sessions are also utilized by marketers to help develop advertising strategies or even future car design. "When our customers join the brand, they tend to stay. Tags: Boomers, focus group, forums, Gen Y, live chat, Mercedes-Benz, online community, Passenger inShare. Live Issue... Will branded social networks catch on? - DigitalMe. Luxury web. Thèse - Luxe & Réseaux Sociaux.
Luxe & Internet. Luxe et Nouvelles Technologies. Luxe et médias sociaux.