Why Do Luxury Consumers Engage with Brands on Social Media? [[Original post "Why Do Luxury Consumers Engage With Brands On Social Media?"]] Calling all luxury marketers... According to a recent survey conducted by the Affluence Collaborative, the reason a luxury consumer engages with his or her favorite brand via Social Media is vastly different than those of the general population. The majority of people like their favorites on Facebook or follow them on Twitter in order to receive discounts and deals. One other interesting note from the above chart is what scored the lowest in terms of reasons why people follow brands and companies via Social Media. Another intriguing finding from the survey was the fact that affluents are not using the same Social Media platforms as the general population per se. Number 1 overall was Facebook, of course but Twitter and LinkedIn are attracting affluent users at almost twice the rate of the general population. Are you a luxury marketer or a marketer in general? What are your thoughts on all of this?
Luxury Brands & Social Media – Case Studies Je n’ai plus de temps pour publier ici, mais ceux qui me connaissent savent que j’ai des petites périodes de disette. Ce sera pour mieux revenir, rassurez-vous. Je profite d’un bref passage à Paris pour partager un guide que j’ai trouvé assez intéressant bien qu’il soit réalisé par une agence. Il n’est pas spécialement pushy et surtout il décrit de très bons business cases pour des marques comme Gilt, Cartier, Tiffany&Co, Balmain ou Oscar de la Renta. Poursuivons l’exploration des marques de luxe et des médias de conversation ou sociaux, bien que cette appellation me soit de plus en plus étrange, mais c’est un autre débat que je vous réserve pour plus tard. Pour suivre la réflexion sur les médias sociaux et les marques de luxe, voici les articles en parlant sur ce blog : Le Luxe a-t-il besoin des Médias Sociaux ? Luxury Brands & Social Media – Rise of the Ambassadors Luxury Brands Should Use Social Media Differently Bonne lecture. via Abrams Research
7 Stellar Examples of Branded Content from the Fashion Industry Macala Wright Lee is the publisher of FashionablyMarketing.Me. Wright Lee is a retail consultant whose firm, Fashionably Digital, specializes in marketing consulting for fashion, luxury and beauty brands. You can follower her on Twitter at @FashMarketing. One of the most popular trends in the fashion industry this year has been brand generated content. From online blogzines to Tumblr-powered micro sites, branded content is quickly becoming a cost effective, long-term online marketing strategy that the fashion industry will continue to utilize as brands and retailers look for new, innovative ways to connect with customers online. Branded content creation serves several purposes: customer entertainment, stealth advertising and social engagement. In 2011, branded content is going to be the consumer fashion marketing trend to watch. 1. In 2010, no one did this better than Louis Vuitton and its NOWNESS. 2. 3. 4. 5. 6. Goop isn’t a blog or a mobile app. 7.
Why the Fashion Industry Is Betting Big on Branded Online Content Macala Wright Lee is the publisher of FashionablyMarketing.Me. Wright Lee is a retail consultant who's firm, Fashionably Digital, specializes marketing consulting for fashion, luxury and beauty brands. You can follower her on twitter at @FashMarketing. The fashion industry’s use of branded content gained momentum in 2010. In 2011, retailers will have three big shifts to consider as part of their branded content strategy. While many brands approach branded content in different ways, Susan Etlinger of The Altimeter Group feels that all retailers and fashion brands must: Talk to their customers; consumers expect dialogue with the brands they care about.Need to be able to shift between channels — web, mobile, print, broadcast — with a moment's notice in order to keep a constant stream of communication with customers.Maintain a consistent brand experience, no matter where the customers are or what they're doing. Indie Fashion and Big Brand Collaborations The Rise of Fashion Films 1. 1.
Marco Aldany, Panrico y otras marcas con significado tras el nombre Aunque las típicas cafeterías Joycar (Jose y Carmen) o los talleres Peyfer (Pedro y Fernando) sigan existiendo, no siempre los nombres compuestos en las marcas son tan poco imaginativos como estos. Existen algunas grandes marcas que se formaron a partir de los nombres de socios o empresas, o respondiendo a siglas, consiguiendo un resultado decente. Veamos algunas. Caprabo Los supermercados catalanes que actualmente son propiedad de Eroski formaron su nombre con los apellidos de sus tres fundadores, Pere Carbó, Jaume Prat y Josep Botet. Al poco tiempo la familia Prat salió del accionariado y entró la familia Elías, pero nuestro departamento de investigación no ha encontrado indicios de que se les pasase por la cabeza llamarse Caelbo. Marco Aldany Si pensabas que era el nombre de la cadena de peluquerías fundada por un prestigioso peluquero italiano con ese nombre, estás equivocado. Alstom Panrico Leroy Merlin Dia Iberdrola Unión Fenosa Endesa Imagen: Flickr Caprabo
¿Es necesario un Digital Marketing Manager? Titonet En pleno momento de revisión de muchos negocios fruto de la crisis y del impacto de lo digital, aparece una pregunta reiterada por muchos Directores Marketing, ¿Necesito un Digital Manager para liderar la entrada de la empresa en el mundo digital? ¿Dónde lo sitúo en el organigrama? Dos tipos de estructuras en departamento de marketing Desde mi experiencia, después de trabajar para muchos clientes de diferente naturaleza, existen dos modelos organigramas en los departamentos de marketing: 1. Modelo Departamento de Marketing Generalista El primer acercamiento de empresas al mundo del marketing está estructurado por líneas productivas. Este modelo es el más generalizado en las empresas de gran consumo. 2. A medida que una empresa empieza a adquirir un cierto volumen, se da cuenta de la necesidad de gestionar algunas partidas importantes de presupuesto a través de especialistas. El inicio “¿Dónde pongo al Community Manager?” Digital Manager o Capacitación Digital Dos ideas fundamentales 1. 2.
Coca-Cola Marketing Shifts from Impressions to Expressions - Joe Tripodi - The Conversation by Joe Tripodi | 9:05 AM April 27, 2011 This post is part of Creating a Customer-Centered Organization. A lot of us remember when the role of the CMO was much simpler. Information flowed in one direction: from companies to consumers. When we drew up our plans and budgets, the key metric was consumer impressions: how many people would see, hear or read our ad? Today the only place that approach still works is on Mad Men. In the near term, “consumer impressions” will remain the backbone of our measurement because it is the metric universally used to compare audiences across nearly all types of media. So, in addition to “consumer impressions,” we are increasingly tracking “consumer expressions.” So what are the keys to winning in this new era of empowered, engaged and networked consumers? Accept that consumers can generate more messages than you ever could. Develop content that is “Liquid and Linked.” Accept that you don’t own your brands; your consumers do.
Pascal Rossini L’innovation mérite-t-elle une mise en examen ? Ce débat (voir article) anime actuellement la sphère supposée de l’innovation en France avec ses détracteurs et ses supporters. Il s’agit de mettre en opposition les lobbies hôteliers et automobiles destinés aux transports de personnes, en résumé prendre parti pour un combat entre l’économie traditionnelle et l’ere numérique. La récente affaire Taxis G7 contre Le ... 1000$ pour créer une Startup Une présentation pour lancer sans risque financier une Startup ou une nouvelle entreprise loin des idées reçues. Après la désindustrialisation, la dématérialisation Si l’optimisme politique de façade est d’actualité en Europe concernant la baisse du nombre des chômeurs en 2014, il n’en va pas de même dans les faits. La publicité Digitale en question ? Selon une étude récente réalisée par Nielsen, la publicité online ne représente que 4.5% du marché publicitaire global hors Online Search qui représente 15% environ. Startups, l’envers du décor
Apple Becomes World's Second Most Valuable Brand -- After Google [STUDY] Apple's brand is worth $39.3 billion, or 33% more than it was at the start of the year, according to a study from consulting firm Brand Finance. The London-based company looks at a company's cash flow and other financial metrics to assess the worth of its trademarks and other intellectual property. At the top of the heap is Google, whose IP is worth $48.3 billion — and likely more after Thursday, when the search giant bought another treasure trove of patents from IBM. (Big Blue itself is currently in fourth place.) SEE ALSO: 5 Most Engaged Brands in Social Media Microsoft slipped to third place, a hair's breadth below Apple at $39 billion — although Windows 8 may change that equation. This marks the first time, according to the report, that the world's top four most valuable brands are all tech companies. [via Apple 2.0]
Brand Finance | Global 100 Brands 2011 | Intangible Assets Value | Brand Finance - Press Releases BrandFinance® Global 100 Brands 2011 - September Update For the Most Valuable Global Brands September update click here Economic crisis causes $6.3 trillion of intangible assets value to be lost since January 2011, according to Brand Finance plc. The Brand Finance plc. Global Intangible Financial Tracker League Table (GIFT) is a 10 year study of the intangible asset values of all public stock exchanges worldwide GIFT is released in January each year but due to the exceptional economic conditions it has been updated as of 24th August 2011Further panic in world stock markets has resulted in a 25% ($6.3 tn) reduction in intangible asset values. Despite the fall recorded in GIFT, an update of the Brand Finance Global 100 brands shows that there has only been a 2.4% drop in their combined value Financial service brands hit hardest HSBC has become the world’s most valuable bank brand keeping a steady position at 10. Sparking technology industry Established economies Developing countries Downloads
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