The new study is based on a poll of 400 agency marketers who serve luxury brands. Among the marketers surveyed, roughly one-half (48%) expect their luxury clients to boost digital spending some 10% or more, and 18% anticipate growth of 20% or more.
Though luxury marketers have been lagging behind their mass marketing counter parts in terms of digital spending, they are gaining momentum in 2012.
Some 43% of agency marketers say their luxury clients are moving into digital advertising more quickly than mass market brands, and another 34% say they are moving into digital at the same pace.
Below, additional findings from the report titled "Engaging The Affluent Online: How Luxury Brands Are Leveraging Digital Marketing To Connect With Customers," by Martini Media.
Top Online Channels
Video (69%), mobile (68%), and social media (48%) are the hottest growth areas, whereas search (29%) and standard display advertising (18%) lag behind: