Jun
14
Searching For People Still Spending…
Filed Under Marketing | Author: Gerald Smith |
Microsoft and Essential Research recently completed a study finding that, “Luxury brands need to do a lot more than simply post their ads online if they want to get noticed on the Web. And they better quit using pop-up ads, too, because the rich find them annoying.”
Alex Charlton, a partner at Essential Research stated, “the three core purchase motivations are indulgence, exclusivity and status. Don’t just focus on the rational benefits, entertain them. Extend the in-store experience online and welcome them to ‘the club.’ You need to create a seamless integration of the physical and digital brand experience.”
He also said that just as consumers expect more from luxury brands, they also have higher expectations for their ad campaigns. “You need to raise the bar,” he said. “Use the latest tools and techniques, animation, sounds and new formats such as expandable banner ads.”
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