We are excited to share the results if WBR's luxury marketing report, "Luxury Retailer's Digital Moment," which provides survey-based insights into how luxury advertisers approached digital marketing over the last year.
Key findings include:
- 92% of luxury retail respondents increased their digital marketing investment in 2014
- 77% say increasing brand awareness is a primary goal; 60% say driving trackable conversions is a primary goal.
- 61% used third-party vendors for display advertising; 31% used vendors for multichannel initiatives.
- 59% prioritized retargeting. Additional priorities included real-time targeting (52%), real-time optimization (44%), mobile (37%), banners (33%), and video (26%)
- In mobile, 58% of luxury retailers were satisfied with their mobile initiatives in 2014; 63% are building a roadmap to integrate store and mobile; 82% have a mobile optimized site.
Based on the results, 2015 is going to bring on ery productive digital marketing and corresponding increased spending, using tactics throughout the entire marketing funnel from awareness to ecommerce conversions. Expectations are greatest for mobile marketing and drive-to-web store initiatives. There will be great opportunities for luxury retailers to integrate display advertising with multiple other digital channels using advertising initiatives that get mobile, web, video, and social advertising working together in real time. We also expect mobile technologies, such as geolocation, geofencing and in-store beacons, to contribute significantly to multichannel initiatives. More than ever, mobile and advertising technologies are available to help buy luxury retailers engage their most valuable prospects across every digital touchpoint.
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