Tag Archives: Blogs

Insights on Social Media Monitoring for Luxury Brands: Facebook, Twitter, Blogs and Forums.

Major B2C companies should increase their marketing investments in On-Line activities in 2010 according to a recent survey completed by Forrester Research. Social Media should be the Big Winner.

Marketing Investments 2010 - Forrester Research
(*) Forrester Research – Global Marketing Leadership Online Survey (multiple answers)

However, the main question remains the optimal allocation of resources in Social Media Marketing: recruitment of a Community Manager, selection of specialized agencies, production of specific content?
One way to look at it could be to monitor actual behaviors of Social Media users in order to define priorities.

I have recently performed an in-depth analysis amongst 28 brands in the Luxury, Jewelery and Watchmaking industry based on Customer Centric MatrixTM methodology (using the monitoring tool Radian 6).

Social Media and Luxury industry: Blogs and Forums are still ahead.

  • “Traditional” Social Media Channels (Blogs and Forums) represent almost 80% of the content published on Luxury and Watchmaking brands
  • The second largest Social Media Channel (Twitter 19%) is the one where brands are the less present and active
  • 34% of brand related content is not supported by a Luxury Brand environment (Twitter and Forums)

Social Media Monitoring - Luxury Brands - Split by Media Type

3 major profiles of Social Media usage amongst the 28 Luxury brands analyzed

  • Active engagement (7 brands)
    Social Media content related to these brands reflects a very active involvement of brands and their communities of “Fans”. A regular and frequent follow-up of brands takes place mainly via Blogs and Twitter. Brands are usually present with an active presence through their Official Facebook page.
    Louis Vuitton communities  are a good example of this profile.
  • Passionate and Sharing (4 brands)
    Committed communities of passionate clients and fans are interacting regularly with their brand(s ). Moreover, they use all Social Media channels to discuss and share points of views.
    Breitling Fans illustrate well this profile.
  • Personal Involvement (17 brands)
    Posts related to these brands are mainly channeled by Blogs. It corresponds usually to individuals sharing their interest via Blogs dedicated to a sector (e.g. watchmaking) or a brand.
    Jaeger Lecoultre can illustrate this profile.
Social Media Monitoring - Luxury Brands - Split by User Groups

xxxxx
The main conclusions of this analysis indicate some practical tips“Story Telling”Frequent publishingSpecific content initiated by the brand,synergies between Social Media channels are some of the critical success factors.

28 brands were monitored and analyzed in March/April 2010
The research sample includes the following sectors: leather goods, watchmaking, jewelery and accessories. The scope covers International leading brands, challengers and niche brands.

Methodology:

– Customer Centric Matrix combining quantitative and qualitative measurements
– Social Media Monitoring based on total number of posts (all languages and all regions) supported by Radian 6
– Social Media channels based on Radian 6 definition

Source: weblog.customercentric.org

Leave a comment

Filed under Ad Campaign, Advertising, Business, Case Study, Consumer Psychology, Consumer Psychology, Digital Creative, Digital Marketing, E-Commerce, Fashion, Fashion Industry, Fashion Marketing, Fashion Retailer, Interactive Campaign, Interactive Marketing, Interactive Marketing Online, Internet Marketing, Luxury Brand, Market Research, Marketing, Marketing Mix, Marketing Strategy, Media Outlet, Merchandising, Methodology, Networking, New Product Marketing, Niche Market, Online Marketing, Online Product Marketing, Product Advertising, Promotion, Publicity, Qualitative Research, Quantitative Research, Research, Social Marketing, Social Media Marketing, Target Market, Technology, Trends, Viral, Viral Campaign, Viral Video, Web Marketing, Website

Fashion 2.0: Magazines Capitalise on Shopable Content

Jennifer Aniston by Steven Klein | Source: W MagazineJennifer Aniston by Steven Klein | Source: W Magazine

In recent seasons, fashion brands have learnt to think like publishers, creating original digital content to earn attention and attract fans who will carry their message across the internet. But the reverse is also true: squeezed by shrinking advertising budgets, traditional content creators like magazines are learning to think like retailers, embracing e-commerce to open new revenue streams and monetise their content.

Click here to find out more!“Publishers are the number one generators of purchasing intent for brands every day, but are being allocated an ever shrinking amount of ad dollars,” said Philippe von Borries, co-founder and publisher of popular fashion website Refinery29.com.

Indeed, “intent generators” like magazines are losing their fair share of sales revenue to “intent harvesters” like shopping sites at the end of the purchasing process, observes internet entrepreneur Chris Dixon in an insightful blog post entitled “A Massive Misallocation of Online Advertising Dollars.”

Mr. Dixon suggests that better techniques for tracking how publishers generate purchase intent could lead to a more favorable allocation of advertising dollars, allowing content sites to focus purely on producing content. But many magazines are hedging their bets, becoming both “intent generators” and “intent harvesters” by launching their own online shops and integrating them into their editorial platforms.

Click here to find out more!

SHOPPING CHANNELS

Time Inc’s key fashion title InStyle first launched InStyle Shopping back in 2007, letting consumers browse and buy an edited array of products from retailers like Neiman Marcus, Nordstrom, and Bergdorf Goodman, and earning the magazine a share of the sales revenue. According to Simeen Mohsen, InStyle’s director of digital business operations, InStyle Shopping has “moved more than $10 million in product since launch.”

While InStyle declined to quantify exactly what this number means in terms of revenue for the magazine, other online publications and blogs earn 8 to 12 percent on clicks that lead to successful sales via affiliate programmes. Even if InStyle only earned about half as much  — say 5 percent — this would translate to $500 thousand in revenue since 2007.

The Business of Fashion

But ShopStyle, the social shopping engine that has powered InStyle Shopping since launch, states on their website: “The rate you are paid per click depends on a number of factors, including how often clicks result in sales for the retailer, the amount of each sale, and whether those products are returned for a refund. As a result, the rate you are paid can vary over time.”

Building on the success of InStyle Shopping, Time Inc. recently made a strategic move to deepen the integration of e-commerce across InStyle.com. In January, the publisher acquired StyleFeeder, a personal shopping engine that uses pattern recognition technology to make product recommendations. StyleFeeder is expected to be woven throughout InStyle’s website and replace the current partnership with ShopStyle. Speaking to the Wall Street Journal, Fran Hauser, head of digital strategy for the group that manages InStyle, explained: “Our editors are generating significant consumer demand for products in the retail market. And what StyleFeeder allows us to do is share in that value creation.”

Vogue iPad App Contents Vogue Brings Out Its First iPad App

InStyle isn’t the only magazine that’s been integrating e-commerce into its offering. Last November, Condé Nast’s Lucky magazine added online shopping to its editorial platform, bringing intent generation and intent harvesting together in one destination. “We felt strongly that we wanted to weave the eboutique into Luckymag.com rather than create a separate ecommerce site,” said Mary Gail Pezzimenti, Lucky magazine’s web director. “We believe that women want to shop alongside great fashion how-to advice, styling videos, fashion news and galleries of great outfits or hairstyles.”

Independent fashion titles have also been experimenting with e-commerce. Last Autumn, AnOther Magazine launched AnOther Shop, an online boutique with specially commissioned merchandise, from artworks by Jake and Dinos Chapman to laptop cases by Gareth Pugh. Then, a couple of months later, AnOther Magazine launched AnOther Loves, a product recommendation engine that sits alongside, but separate from AnOther Shop. It’s a bit like a collective blog, with product picks crowdsourced from a carefully selected list of contributors. “We wanted to turn this collection of desirable goods into a collaborative stream, and with a little semantics have realised this could be very useful for recommendations,” said Alistair Allan, digital director at Dazed Group which publishes AnOther.

CURATED COMMERCE

Magazine brands are also positioning themselves to generate and harvest purchase intent beyond their websites. During London Fashion Week in February, AnOther Loves teamed up with London department store Liberty on an initiative called AnOther Loves Liberty, a curated selection of Liberty products that appeared on AnOther Loves, as well as on Liberty’s website and at their Tudor-style flagship.

Partnerships with sample sale sites have also been popular. Lucky has teamed up with Net-a-Porter’s online outlet, theOutnet.com, to host flash sales curated by Lucky editors, Hachette Filipacchi’s Elle magazine has a deal with Rue La La and Vogue is partnering with Gilt Groupe to let consumers shop select products from the current issue.

SHOPABLE ADVERTISING

A few weeks ago, Vogue also launched an iPhone app designed to make the magazine’s advertising shopable. Called Vogue Stylist, the app is loaded with styling advice and monthly trends supplied by Vogue editors, alongside products advertised in the magazine, which consumers can browse, mix and match with items uploaded from their own closet, and ultimately click to buy. “Vogue Stylist pairs a user’s wardrobe with products from Vogue advertisers to produce a look that is both chic and new,” said Holly Tedesco, integrated marketing director at Vogue. Using the camera built into the iPhone, the app even allows readers to scan and shop physical ad pages in Vogue’s print issue.

FULL INTEGRATION

But some magazines are going beyond branded shopping channels, curated e-commerce partnerships and shopable advertising. They are integrating e-commerce directly into their center-of-book editorial. This month, W magazine launched a shopping guide alongside images of covergirl Jennifer Aniston, with numbered bullets — and links to external shopping sites — that correspond to the clothing Ms. Aniston wears. Indeed, the integrated shopping guides appear in all of W’s fashion spreads for April.

If this kind of deep integration of commerce and core editorial content appears to pose an inherent conflict of interest, it’s worth remembering that at fashion magazines, these lines have long been blurred. Across the industry, the products featured in editorial are often a function of a magazine’s advertisers.

Furthermore, in the real lives of fashion consumers, magazines and shopping are already integrated. People have used magazines as inspirational product guides since their very inception, a behaviour that’s even easier now that editorial sites and online shops are just a click or tab away from each other. So why shouldn’t publishers offer shopping services that streamline the process for consumers and capture a share of the sales revenue that’s rightfully theirs?

That’s not to say that an independent stylistic point of view is not important. It’s tremendously important. It’s what attracts readers in the first place. Going forward, the most successful magazines will be those who are able to maintain their unique point of view, while capitalising on content that’s shopable. A contradiction? Not necessarily. A challenge? Definitely.

“Over the next few months we will be launching several new commerce products,” said von Borries of Refinery29. “We firmly believe that commerce should be an integral element of a digital content site that features new fashion products, trends and designers every hour. Commerce and community also belong together. Whoever does not embrace the two will lose out in the long run.”

Indeed, people love to shop, but even more than that, they love to shop together. While forward-thinking youth apparel brands like Vans have experimented with realtime social shopping, letting users share the experience of customising shoes, we’ve yet to see a content site that lets readers explore and shop fashion together, in realtime.

Source: Businessoffashion.com by Vikram Alexei Kansara is Managing Editor of The Business of Fashion

 

Leave a comment

Filed under Ad Campaign, Advertising, Business, Celebrity, Commercial, Design, Digital Creative, Digital Marketing, E-Commerce, Fashion, Fashion Industry, Fashion Marketing, Fashion Retailer, Flash, Interactive Campaign, Interactive Marketing, Interactive Marketing Online, Internet Marketing, Luxury Brand, Magazines, Marketing, Marketing Mix, Marketing Strategy, Media Outlet, Merchandising, Networking, New Product Marketing, Niche Market, Online Marketing, Online Product Marketing, Online Shopping, Presentation, Product Advertising, Promotion, Publicity, Social Marketing, Social Media Marketing, Sponsorship, Target Market, Technology, Trends, Viral, Viral Campaign, Web Marketing, Website

Choosing the Best Internet Marketing Tactics

With so many new Internet marketing tactics appearing regularly, options in online marketing can seem endless. That can be problematic when running an Internet marketing campaign with limited resources, because there isn’t time to dabble in everything. Instead, the best Internet marketing tactics have to be chosen, which will provide the best return on investment (ROI).

Internet marketing is a very general term, which encompasses many types of niche marketing, all which can be used effectively online. The following are examples of types of Internet marketing:

1. Search Engine Optimization (SEO) – Natural Search Engine Rankings through link-building, keyword density, and more.
2. Search Engine Marketing (SEM) – A specialty form of online advertising, where ads are purchased on search engine results pages (SERPs) for certain keywords.

3. Email Marketing – Sending ezines, newsletters, or other email correspondence, with a marketing message, special offer, or inciting a certain action.
4. Online Advertising – Purchasing banner ads, text links, sponsorships, or other forms of paid advertising online.
5. Online PR – Using press releases, blogs, and other tools to convey company news and build an image online.
6. Affiliate Marketing – Bringing in third parties to sell for the company, for a share of each sale.
7. Viral Marketing – Using tools such as viral videos, file sharing, or tell-a-friend links to take advantage of word-of-mouth marketing on the Web.

To choose the most effective Internet marketing tactics for a website or online business, follow these five steps:

1. Choose an industry or niche that has a real demand or need to be satisfied.
2. Identify members of the target market, what their needs are, and how you’ll fill them.
3. Figure out what has the most influence over members of that target market.
4. Look at what the competition is doing, and see how you can do it better.
5. Decide on your Internet marketing budget, and build an Internet marketing plan around it.

While designing your Internet marketing plan, it can help to list every Internet marketing tactic within your budget that comes to mind, as long as it can reach the target market. That list can then be narrowed down by running each Internet marketing tactic through this checklist to find the best Internet marketing tactics for your needs:

__ The Internet marketing tactic has the potential to reach the target market.
__ The Internet marketing tactic has the potential to influence the target market.
__ This general tactic has been used successfully to reach this target market’s demographic group (in this industry or a complementary one) in the past.
__ The Internet marketing tactic will help to differentiate the business from competitors.
__ The Internet marketing tactic can be implemented effectively without exceeding the marketing budget.

Source: Marketingnova.com

Leave a comment

Filed under Ad Campaign, Advertising, Business, Digital Creative, Digital Marketing, E-Commerce, Fashion, Fashion Industry, Fashion Marketing, Interactive Campaign, Interactive Marketing, Interactive Marketing Online, Internet Marketing, Market Research, Marketing, Marketing Mix, Marketing Strategy, Methodology, Networking, New Product Marketing, Niche Market, Online, Online Marketing, Promotion, Research, Social Marketing, Social Media Marketing, Sponsorship, Target Market, Technology, Trends, Video, Viral, Viral Campaign, Viral Video, Web Marketing, Website