Mobile jumps 68% as affluent consumers warm up to smartphones and tablets
It used to be that marketers of luxury items thought you had to be elusive to appear exclusive, so marketing their fancy offerings via online advertising and mobile apps was definitely a fashion "don't." Instead, they shepherded luxury clients toward brick-and-mortar establishments, where products could be displayed in swanky surroundings and customers could be pampered in person.
Well, fashion trends change faster than a runway model's outfit, and this one is no different. As this eMarketer infographic shows, luxury advertisers are ramping up their digital ad spend across several categories, particularly video, mobile, and rich media.
What's changed? Affluent consumers are taking to their mobile devices like fashionistas to a shoe sale—especially tablets, which offer rich-media display capabilities that showcase products and invite interaction.
That last stylish fact goes great with our study on online luxury shoppers, which recommends that brands woo luxe shoppers with online advertising that complements the upscale offline experience these shoppers prefer.