'Exclusive' nature of luxury brands renders them afraid to invest in digital marketing

In a recent article by Marketing Week, Markus Kramer, marketing director of Aston Martin, discusses the second-thoughts many people involved in luxury brands have when it comes to digital marketing.

Commenting on the matters at the Forrester Forum for Marketing Leaders, Kramer said: “I believe many companies are afraid of adopting new media too quickly. That’s because it means accessibility of information that you previously reserved for a select few people. It was very valuable for brands to have those inside stories but now it is now available for everyone that wants to look at it.

“Social media means the democratisation of information. Do you really want to do that if you’re at the top of the luxury scale? That’s a question that fundamentally a lot of companies may not have answered for themselves.

“I wouldn’t immediately say ‘go digital, go social’. I’d be very careful to think through why you’re doing it, for which products you’re doing it and what purpose it serves before you go and do it,” he concluded.