Performance marketing for the luxury sector
Posted: Tue Jan 07, 2025 5:20 am
Back in 2014, McKinsey published a report suggesting that performance marketing strategies for the luxury sector were starting to become viable. In fact, digital campaigns influenced at least 45% of all luxury sales.
But now, luxury brands must not only adapt to survive in the digital universe, but also to thrive .
With online sales of luxury brands expected to reach 2025 , digital strategies must be the top priority for brands. And there are now enough tools and means to boost messages and reach segmented audiences. Which is especially what is sought.
Furthermore, performance marketing strategies for the luxury sector tend to focus on several elements that define brands. These include the happiness they inspire, quality, top-notch services and a feeling of exclusivity. In other words, they win over their audience through emotions and empathy.
So, whether you're creating a script for a TV commercial or a Google qatar number screening Ads ad group , your potential audience needs to feel like your product is a physical manifestation of luxury.
Performance marketing strategies for the luxury sector
Taking into account the above information, when developing performance marketing campaigns for the luxury sector and focusing on advertising, there are some recommendations to keep in mind:
Exclude unqualified audiences that use words like “ cheap ” and “ free ” from seeing your ads.
Attract the right customer with powerful copy .
Create ads based on the user's income level.
Use dynamic retargeting to attract potential buyers.
1.- Create a website that combines style, user experience and functionality
Chanel Performance Marketing for the Luxury Sector
When faced with creating performance marketing strategies for the luxury sector, you should take into account several aspects. Typically, luxury brand websites are very elegant. However, they perform poorly in terms of user experience and functionality .
For example, if you go to Dom Perignon 's website, you'll see that you'll arrive at a flash site with a very slow loading speed. It takes approximately 13 seconds to load. And of course, slow loading speed penalizes the brand and its conversions.
The Chanel website is very similar. While the colors and images are nice, the layout is so unintuitive that it's nearly impossible to find what you're looking for. Let alone buy something.
All in all, any performance marketing strategy for the luxury sector that wants to direct users to its landing page should invest in creating an intuitive, well-designed website that facilitates the user experience.
But now, luxury brands must not only adapt to survive in the digital universe, but also to thrive .
With online sales of luxury brands expected to reach 2025 , digital strategies must be the top priority for brands. And there are now enough tools and means to boost messages and reach segmented audiences. Which is especially what is sought.
Furthermore, performance marketing strategies for the luxury sector tend to focus on several elements that define brands. These include the happiness they inspire, quality, top-notch services and a feeling of exclusivity. In other words, they win over their audience through emotions and empathy.
So, whether you're creating a script for a TV commercial or a Google qatar number screening Ads ad group , your potential audience needs to feel like your product is a physical manifestation of luxury.
Performance marketing strategies for the luxury sector
Taking into account the above information, when developing performance marketing campaigns for the luxury sector and focusing on advertising, there are some recommendations to keep in mind:
Exclude unqualified audiences that use words like “ cheap ” and “ free ” from seeing your ads.
Attract the right customer with powerful copy .
Create ads based on the user's income level.
Use dynamic retargeting to attract potential buyers.
1.- Create a website that combines style, user experience and functionality
Chanel Performance Marketing for the Luxury Sector
When faced with creating performance marketing strategies for the luxury sector, you should take into account several aspects. Typically, luxury brand websites are very elegant. However, they perform poorly in terms of user experience and functionality .
For example, if you go to Dom Perignon 's website, you'll see that you'll arrive at a flash site with a very slow loading speed. It takes approximately 13 seconds to load. And of course, slow loading speed penalizes the brand and its conversions.
The Chanel website is very similar. While the colors and images are nice, the layout is so unintuitive that it's nearly impossible to find what you're looking for. Let alone buy something.
All in all, any performance marketing strategy for the luxury sector that wants to direct users to its landing page should invest in creating an intuitive, well-designed website that facilitates the user experience.