Luxury Brands Don't Realize Their Customers Are Online
from the look-over-here dept
With all the focus these days on paid search marketing, various luxury brands are now being accused of not understanding the space at all. A study that looked at 23 luxury brands found that searches on those brands often pointed users to sites selling discount products. While some luxury brands have been "concerned" about ownership of their brand name, they've mostly just threatened to sue those using their trademarked names (which, as we've discussed may not make much sense) or have been too afraid of channel conflict to bother with any real online advertising strategy. The report concludes that it's time these luxury brands realize that their affluent customers are online and that it's time to take control of their brand through better search engine marketing... which might just make you wonder if it was sponsored by the search engine marketing folks (or even a search engine itself).
Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.
While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.
–The Techdirt Team
Reader Comments
Subscribe: RSS
View by: Time | Thread
Exclusion Effect
[ link to this | view in chronology ]
It's part of the marketing effort
Their "value" is their snob appeal. Not being online connotes "exclusiveness" as much as the impracticality of the products they sell.
[ link to this | view in chronology ]
Re: It's part of the marketing effort
[ link to this | view in chronology ]