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Luxury Brands Boosting Online Marketing Spend

September 5, 2012
  |  14,238 views

More than three-quarters (77%) of luxury advertisers are expected to increase their investments in online marketing in 2012, according to the 2012 Luxury Brand Study by Martini Media.

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:


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  • by Brendalindfors@att.net Wed Sep 5, 2012 via web

    Nice article. Two questions

    you say 36% rank context most vital for display campaigns. What do you mean by context? Not sure I'm following you.

    You say 83% agree its worth paying premium CPMs to reach luxury customers. What are CPMs? I haven't heard this term before.

    Thanks for an interesting article! --Brenda

  • by Besart Mon Sep 24, 2012 via iphone

    Nice article. Thank you.

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