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Research Report, 26.05.09 A recent study conducted by London-based Essential Research explores the role of digital advertising in marketing luxury brands. Covering 15 countries including the US, UK, France China and Japan, the study exposes a global appetite for luxury goods and the growing interest in luxury advertising online across Asia and Europe.
A luxury engagement model developed by Microsoft describes the six fundamental ways in which consumers engage with luxury brands: Awareness, Admiration, Exploration, Consideration, Purchase and Ownership. It is the convergence of these engagements through multiple channels that builds stronger brands and drives consumer brand advocacy. Mapping digital advertising channels to the engagement model allows us to understand the different roles that each can play in a campaign.
Understanding the differences between regions and across countries is instrumental to targeting and planning for luxury consumers. However, across all regions a common set of core purchase motivations is revealed: indulgence, exclusivity, status and quality. These four motivations map to either rational or emotional perceived luxury product benefits. The motivations driving luxury purchases vary among the regions. Mapping countries according to their affinity with different purchase motivations provides insights for campaign planning.
The survey data shows that luxury consumers are heavy users of online services and applications, using the Internet to both engage with and talk about luxury brands. Luxury consumers rate the Internet highly as a source of inspiration and ideas for luxury brands.
Microsoft Advertising channels reach Luxury Lovers of all demographics across the globe.  |
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