Infographic: Rich media shines for luxury brands

Share this content:

Luxury brands will invest more in digital marketing to attract affluent audiences on the go, according to a survey of some 345 luxury goods marketers and their agencies conducted by Martini Media and Digiday. The findings suggest that “SiSoMo” (sight, sound, and motion) appeal of digital appears to be luring luxury dollars away from glossy print magazines and TV. More than two thirds of those polled said online video and mobile ad budgets will see increases in the coming year.
 
While luxury marketers currently devote less of their budgets to digital than do mass marketers (31% versus 37%), more than 40 percent of survey respondents say that luxury brands are accelerating faster into this realm. Rich media and social media also stand to  benefit from estimated 10% digital budget increases.
 
Half of survey respondents think that online video advertising drives bricks-and-mortar purchases as well as TV does; 74% claim that online video is as effective as TV, if not more so, at enhancing brand favorability. Burberry, Chanel, Louis Vuitton, Jet Blue, Porsche, Rolex, and Tiffany were among brands cited as the luxury segment's leaders in digital marketing.



We know you love infographics. Check out some more Direct Marketing News originals.

Loading links....

Sign up to our newsletters


Company of the Week


SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.


Featured Listings