- · What are they key differences in the digital marketing mix bewteen these two industries?
Luxury brands want to get closer to their consumers, especially on the internet.
More accessible in their digital strategy, they have so far continue to capitalize on rarity, dream and on desirability, not to mention what characterizes them: Service.
Luxury Hotels are on this trend, unlike the other ones (less than 4 stars)
“Crash” has given the customer relationship at the heart of the communication of luxury brands. They rely more on social media but want to keep close relationship with each of their clients.
For about 3 years, luxury brands have been interested in CRM, even if the relationship with their clients only represents 10% of their communication.
A big difference with the luxury brands is that Hotels use, more often, the price in their website. When luxury brands tried “discounting”, the result was desastrous. Relationship with price is very different between Hospitality Industry and Luxury Brands.
Luxury Brands have to keep a link with their customers in “one to few” and not “one to many” (personalization), it could be different in hospitality industry
Luxury Brands are used to make “EVENTS”, it is natural for them, not for the Hospitality Industry. (except "Starwood")
In terms of media investment, Luxury Brands continue to communicate, for a large part, in the Press Magazine (60%) and it is very difficult to move forward digital media, it’s not “cultural”!
However, and Hospitality Industry have very well understood, Internet can offer an international coverage, even the most confidential.
People, who may be reluctant to enter in the store, can discover a luxury brand via Internet, exactly like in a Hotel!
For example, Dior proposes to visit “La Maison Dior” on the website, the Chanel blog provides access to an making-of and Boucheron opens the doors of the manufacturing to 25 facebookers (aux journées du Patrimoine)
Dior was the first to invest Twitter in 2009, then Vuitton and the others brands did the same.
Internet allows an ultra-exclusive link and ultra-personalization (BMW keep in touch with their customers on IPhone), whereas Hospitality Industry still seems to be cautious.
Luxury Brands have invested social networks to bring together the wider communities that their initial customer database. This is really different with the Hospitality Industry because, most the bloggers (all?) are the clients.
- From the reports and reading, how do the top 3 Digital IQ companies view social media?
The first 3 Airlines Companies are:
Delta Airlines
A new step was taken by Delta Airlines, which is the first airline to offer the social commerce application via Facebook via its Delta Ticket window.
The principle is quite simple, it offers facebookers to reserve one of the 342 seats on a virtual plane. Only one seat was possible to win in order to get two round-trip tickets. The operation was successful because the aircraft was completed in less than 10 minutes and allowed the company to recruit more than 26,000 fans.
Other examples with Southern Airlines
“On Twitter, on Facebook or on the blog "Nuts About Southwest, "the community of passengers
Southwest will be among the first to know”
Southwest Airlines is one of the most innovative companies in digital marketing
Southwest will be among the first to know”
Southwest Airlines is one of the most innovative companies in digital marketing
American Arilines
A company very oriented digital marketing with thier Website but also Facebook, Twitter, blog….
This company is very interested in the orientation and « noise » realized by their competitors. In that perspective, they ordered a survey about their website, in comparison with the other ones.
This company is very interested in the orientation and « noise » realized by their competitors. In that perspective, they ordered a survey about their website, in comparison with the other ones.
AIRLINE HOMEPAGES REVIEW & AA.COM RECOMENDATIONS |
Prepared by: Marty Terbrack (the 27th of July 2011) |
The first 3 Luxury Brands are:
Coach
Coach is an American designer brand and maker of lifestyle handbags and accessories.
This company is greeting iPhone and Android customers with in-store signage at all of its full-priced stores. Coach is directing consumers to scan a QR code to view mobile-optimized content, which features exclusive details on the new collection.
“We want to drive acquisition and engagement while consumers are in-store and online with a new and enticing mobile experience,” said David Duplantis, senior vice president of global Web and digital at Coach, New York.
“It’s about reaching consumers at every step to build further brand affinity and drive sales,” he said. “The growth of the mobile Web market and the number of consumers who engage within that space is substantial – not speaking to this consumer directly is a miss otherwise.
“The most significant developments in mobile marketing for us will be its increasing role as a link between physical and virtual marketing.”
This company is greeting iPhone and Android customers with in-store signage at all of its full-priced stores. Coach is directing consumers to scan a QR code to view mobile-optimized content, which features exclusive details on the new collection.
“We want to drive acquisition and engagement while consumers are in-store and online with a new and enticing mobile experience,” said David Duplantis, senior vice president of global Web and digital at Coach, New York.
“It’s about reaching consumers at every step to build further brand affinity and drive sales,” he said. “The growth of the mobile Web market and the number of consumers who engage within that space is substantial – not speaking to this consumer directly is a miss otherwise.
“The most significant developments in mobile marketing for us will be its increasing role as a link between physical and virtual marketing.”
Ralph Lauren
Ralph Lauren celebrates 10 years of innovation in digital planning a new video made of computer graphics (http://youtu.be/c3n8j2uWA8o)
Ralph Lauren celebrates 10 years of innovation in digital planning a new video made of computer graphics (http://youtu.be/c3n8j2uWA8o)
Ralph Lauren combines art, fashion and technology to symbolize the role of web and mobile achievements of the brand in developing it. One way to show his anticipation as to how important new media in our lives today. And thus rejuvenate its public and its customers.
The result is a breathtaking quality and tells a great story. The official video and its variations by Chic TV have already been viewed more than 70 000 times after 3 days on YouTube.
This immersive marketing is a good example of this may be the premium web.
The result is a breathtaking quality and tells a great story. The official video and its variations by Chic TV have already been viewed more than 70 000 times after 3 days on YouTube.
This immersive marketing is a good example of this may be the premium web.
Louis Vuitton
Today, Louis Vuitton has 6 international Twitter accounts with more than 475,000 followers, a Foursquare account with 160,000 friends, a dedicated YouTube channel and of course a Facebook page that has made a lot of attention in October 2009. Indeed, Louis Vuitton became the first luxury brand to broadcast his show live on Facebook.
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