Singapore highlights
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Transcript of Singapore highlights
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Luxury in a digital worldThe new reality
The New Reality
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A world driven by conversations is here to stay
Old broadcast formats and ‘Command & Control’ communication structures have collapsed. Content is everything
Technology has empowered people. Brands, companies and media need to take heed.
Consumers have become the most important players.
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Everyone and anyone can comment on anything
A new breed of journalists has arrived – often bloggers, but not always
New media models have emerged – often online; often moderated by blogs
Multiple channels provide multiple ways to tell a story. The mainstream media is no longer the only outlet to reach
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Micro is the new Macro
brands need to change how they reach people
The challenge for companies and for brands is how to reach, connect with, and sell to these new and receptive micro markets
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More and relevant communication
An ongoing conversation is critical for success. Doing it in infrequently is not enough..
A need to increase the frequency with which we communicate.
The more brands appear, the more of an impact they have.
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Communities matter, but….
Brands and Companies need to be careful. These are not places where you can simply run ads and expect to build relationships.
Not all communities are right for all brands. Facebook may not be appropriate.
Facebook proves that people have always longed to belong .
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Build relationships with key media
Choose which journalists, bloggers and commentators to communicate with and build strong, long term successful relationships:
Understand the different types of media: Journalists vs bloggers !
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Image Advertising still matters
To maintain the dream
To counter the brand’s fractional presence in digital media
So that consumers can still ‘aspire’ when they see their brand in full gloss.
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Considered Activities
Reach the right audience with the right tone of voice.
Be seen in the right circles.
Be seen in the right venues.
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Targetted High End Search
Longtail search phrases to reduce wastage and hit the elites.
Use the ‘language’ of the target.
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Do Social Media well
Or not at all !
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Find The Right Marketing Partners
Who has the best technology ?
Who gets the strategy ?
Who understands the target ?
Who delivers creative stand-out solutions ?
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The Specialists add value
Brands need to work with skilled producers , thinkers creators and technologists.. e.g.
- Digital Media specialists- High quality film production for content- - social media crisis PR advisers…
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The Future of Luxury in a digital world
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Curated Consumption
Selective supporting activities
Limit availability
Be selective about what you offer/ say
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Parallel Universes
Balance the controlled brand presence vs its social media personality
Reduce consumer confusion – full price one week, vast discounts online the next ?
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To E or not to E ?
Brands need to embrace e-commerce fully
And understand it .
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Covert or Overt ?
Will there be fewer ostentatious brands and more ‘invisible’ luxury brands, unseen by the outside world but fully experienced by the Elite – in private.
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Artisanal origins
• Original handcrafted, products.
Portfolio of products for my Luxury lifestyle
• From Bags to perfume, sunglasses, dog baskets, vases, branded hotels
Invisible Luxury
• Exclusive unseen services that Improve and enhance my luxury lifestyle.
The Evolution of Luxury
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The Future
Brands no longer need a digital strategy; they need a strategy for a digital world.
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Luxury Marketing in a Digital World
Hazel Kay Co- founder RDB & Marketing Consultant
Presented July 1st 2010 at ‘The new dynamics of luxury marketing in a digital world’. Singapore..