If your brand's identity is raised on pillars of prestige and exclusivity, how do you maintain that quality in the new era of digital populism? That's vexed luxury brands for years, but lately, it looks like they're catching up to consumers.
One report revealed that 85% of luxury brand marketers surveyed planned to increase their digital marketing spending this year, in light of, among other factors, the boom in global luxury goods e-commerce.
But while many luxury brands are finding gold in e-commerce - according to Experian Marketing Services, Versace added shopping capability to its site a year ago, and saw its traffic quadruple - some brands don't feel it's a good fit.
That doesn't mean they aren't exploring the space. You can't buy products directly from Chanel's site, but if you were wondering why you saw #InsideChanel perched at the top of your Twitter trending topics last week, it's because the uber-chic beauty brand was promoting its online video series, "Inside Chanel: Once Upon a Time," billed as "the story of a young orphan who reinvented herself and became Coco Chanel."
And while mobile may not yet be a primary marketing tool, those brave enough to test the waters have found consumers hungry for more.
But a whopping 72% of luxury brand marketers said they would aim specifically at boosting their social media efforts in 2013. Find out the appeal of social media for luxury in the latest episode of "The Content Brief" from Freshwire below.
Curious about how Twitter plans to take over the social TV world? Then you need to check out our last episode here.