Digital Marketing
How to successfully achieve digital marketing:
- Manage complex customer relationships across a variety of channels – both digital and traditional
- Respond to and initiate dynamic customer interactions
- Extract value from big data to make better decisions faster
This form of marketing allows the company to form a closer and more personal relationship with their consumers through creating engagement... a conversation between company and consumer per se.
Digital marketing allows brands huge brands to reestablish the 2-way communication between company and consumer, that had grown apart over time and company expansion.
Other marketing approaches
Burberry advert - Kate Moss and Cara Delevingne
The placement of the advertisement is important. Where will it be seen, where will it be acknowledged?
This relates to the demographic and psychographic of the audience in the area and whether or not they will respond to the advertisement. Who it is aimed at would provoke different opinions, such as preferred, negational or oppositional, as the advertisement could appeal to different audience based on their age, occupation, behaviour, etc. Depending on the type of advertisement, these types of reading from audiences could determine higher or lower sales. There has been controversy about companies using RFID technology in the clothing being bought, to track consumers and record where they shop - Is this just an infringement on privacy?!
The medium used to advertise can also be impacted by the audience. For example, if the advert was aimed at an older generation who where not familiar with social networking sites, the advertisement would be irrelevant, because most of the audience wouldn't have access to it.
This relates to the demographic and psychographic of the audience in the area and whether or not they will respond to the advertisement. Who it is aimed at would provoke different opinions, such as preferred, negational or oppositional, as the advertisement could appeal to different audience based on their age, occupation, behaviour, etc. Depending on the type of advertisement, these types of reading from audiences could determine higher or lower sales. There has been controversy about companies using RFID technology in the clothing being bought, to track consumers and record where they shop - Is this just an infringement on privacy?!
The medium used to advertise can also be impacted by the audience. For example, if the advert was aimed at an older generation who where not familiar with social networking sites, the advertisement would be irrelevant, because most of the audience wouldn't have access to it.
How to define a luxury brand through marketing methods
Performance: How well the product can be utilised, the quality of craftsmanship, its unique design etc. How it performs on a experiential level - for instance how well the product/advertisement represents the symbol of the product, rather than what it is at face value.
Pedigree: Having history and heritage that has significantly influenced the brand.
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| Product level - Quality is shown through the presentation of the bottle: The touch of the knotted ribbon |
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| Experiential level - Advert represents the story behind the product: Personal feel with the poses of the models and the playful expression on Kate's face. Suggests the experiences the consumer will have with this product |
Pedigree: Having history and heritage that has significantly influenced the brand.
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| Founder of Burberry - Thomas Burberry 1836-1926 Invented gabardine which later became the fabrics used for the iconic Burberry trench coat |
Paucity: The illusion of making the products scares due to dilution of the brand name. Types of paucity are explained further:
- Natural - products are scarce due the level of availability of resources (e.g. Precious gemstones), or high levels of craftsmanship.
- Technology - the brand continuously research and develops new products, meaning less products are produced due to long conception times.
- Tactical - caused by creating artificial desire for the products, by advertising it as 'limited edition', for example.
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| Burberry Peacock Coat - £22,000 Made from real peacock feathers |
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| Burberry Body 'The Gold Limited Edition' |
Persona: Keeping the brand contemporary, whilst reestablishing the personality and story through visual identity: through the logo, colours and ethos. The advertisements of luxury brands usually are more conceptual, and evoke emotion and sensuality though the advert message.
Luxury brands also try to build a customer relationship through interactive advertisement through apps that require personal input. For example, Net-A-Porter have The Netbook app, which allows people to upload and share their favourite looks with friends and fashionistas.
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| Horseferry Burberry check - A beige/golden equestrian knight on classic check |
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| Net-A-Porter 'The Netbook' app |
Public figures: Aspirational celebrities or famous muses, that portray the brand's aesthetic. The public figure's morals and ethos should coincide with the brands the create a credible image.
Red carpet events can also advertise the brands without using commercial tactics.
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| Emma Watson modelling for Burberry - Iconic actress and British, like the brand |
Placement: The placement of branding can also boost the customer experience. This can be done be engaging the consumer's senses, such as touch, smell, sound, sight and possibly taste.
Luxury brands would do better in an affluent populated area, where customers can meet the high costs.
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| Cara Delevingne sporting Burberry dress |
Pricing: The cost of a product could influence a consumer's perception of luxury goods. For example, a customer looking at a low priced item, without being on sale/offer, may consider the product to be of a lowered standard or quality than a similar higher priced item, due to the way retail works.
On the other hand luxury brands must contemplate the balance between meeting the consumers' price expectation, with pricing it too high for the customer to be unwilling to pay.
To prevent falling into the trap of overpricing luxury products, brands consider the evaluation - affluent consumers not spending 10x the original price for something that is only 3x better in quality.
Sub-brands
Tiers within a brand can exaggerate a luxury band. Prorsum, London and Brit are the 3 Burberry sub-brands:
This pedestal highlights the most luxury brand Burberry has to offer, provoking desire and aspiration towards the consumers. This tier system allows the luxury designer store to become more accessible by selling different collections to other demographics and lifestyles. As tier systems present a good marketing strategy, most brands adopt this tactic.
Conclusion:
There are many types of marketing strategies out there, but in order to identify the most successful, the company would have to assess, who their target market is; what the company is selling; company market level etc. All these factors determine what method worlds best. Despite all of the methods discussed here, digital marketing seems to be the most versatile strategy for all business types... it is relatively inexpensive, plus customer engagement is made so easy in the digital world we live in today.
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| Prorsum - The backbone of the whole Burberry style and has the most fashion forward 'off-the-runway' collections, out of the 3 |
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| London - Has a more conservative style than Prorsum |
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| Brit - Casual style collections. Can be worn for everyday wear |
This pedestal highlights the most luxury brand Burberry has to offer, provoking desire and aspiration towards the consumers. This tier system allows the luxury designer store to become more accessible by selling different collections to other demographics and lifestyles. As tier systems present a good marketing strategy, most brands adopt this tactic.
Conclusion:
There are many types of marketing strategies out there, but in order to identify the most successful, the company would have to assess, who their target market is; what the company is selling; company market level etc. All these factors determine what method worlds best. Despite all of the methods discussed here, digital marketing seems to be the most versatile strategy for all business types... it is relatively inexpensive, plus customer engagement is made so easy in the digital world we live in today.
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