Abstract:

Luxury brands rely on carefully planned and executed marketing activity to appeal to the emotions and cultivate an image of exclusivity, but as their customers increasingly spend time with digital media, they must wrestle with decisions about whether and how to extend their communications into a world more associated with social inclusion and rational, direct-response advertising. This presentation will highlight the key findings from an international study of luxury consumerism and digital media, conducted by London-based media research agency Essential on behalf of Microsoft Digital Advertising Solutions and KR Media.