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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).
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Exclusion Effect
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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.
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Re: It's part of the marketing effort
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