As digital marketing becomes increasingly essential to the survival of retail companies around the world, high-end brands such as Burberry and Jaguar are continuing to up their digital marketing games to entice more big-spending consumers to shop online.
As digital marketing becomes increasingly essential to the survival of retail companies around the world, high-end brands such as Burberry and Jaguar are continuing to up their digital marketing games to entice more big-spending consumers to shop online.
Despite initially having some reservations about jumping aboard the digital bandwagon, it seems marketers from luxury brands are fast understanding the benefits that can come from launching exciting campaigns and promotions online, as a new eMarketer report reveals.
“The Luxury Consumer: Shoppers Lead Brands to Digital Channels” report revealed that a key reason behind brands making more of a move to digital is purely because consumers are forcing them to do so, by spending more time shopping online themselves.
Ipsos MediaCT recently discovered that affluent US citizens with a household income of over $100,000 per year spent nearly a quarter more time online in 2013 than they did in 2011, growing from 32.8 hours per week to 41.6 hours per week.
“These aren’t the idle rich,” said Skip Brand, CEO of Martini Media, a digital agency specialising in luxury marketing. “These are people who use online resources to save time. And they will spend money to save time.”
As the digital economy booms and consumers begin to demand goods faster than ever before, it seems consumers on the lookout for top-end brands are sacrificing the traditional but lengthy ‘luxury’ physical shopping session in favour of a quick burst of online shopping, and we certainly don’t blame them!
[…] the change was necessary. Recent studies show that high-earners in the United States spend more of their free time online than ever before, […]