Luxury marketing is a very specialized field. Luxury branding requires careful planning and strategy. Luxury brands need to retain their exclusive image in whatever marketing activity they undertake. The same is true for their foray into digital and social media. Facebook is a very popular and effective platform but the luxury brands need to be careful and need to follow certain basic rules while engaging the aspirational consumers through the medium. The brands must maintain their exclusivity even on facebook. The design of the facebook page, the videos you create to be uploaded on the media platform and the ads you stream must all be of the highest quality.
The affluent consumers are on Facebook but you can also reach out to the aspirational consumers who can’t afford your brand at the moment but like it and would like to have it. It is a good platform to interact with them but maintain a measure of control. Encourage the consumers to submit but select the ones that can be displayed. Digital marketing is a great thing as long as you have a good control on your brand image.
Another important thing is to keep the content on the social media platform fresh. You must update at least twice or thrice every week so that consumers have a reason to come back. It is important also that you produce content exclusively for the digital audience. If you can make it creative and interesting you are sure to attract a lot of consumers. And finally, one should never follow another brand blindly. What works for one brand need not work for your brand. One has to evaluate ones digital marketing needs to work out an appropriate strategy and then make a plan. If your vision is clear and you implement your plans well, digital marketing and social media can be a boon for luxury brands.