Digital Luxury Digest | Advertisers Missing UK Opportunity, Guilt Hits Shoppers Hard, Or Does It?, Condé Nast Categorize To Advertise, Google Wave Campaign Goes Viral
“U.S. Consumers on U.K. Sites Are Untapped Market for Advertisers” (ClickZ)
International users account for the majority of traffic to UK news and media sites, opening up opportunities for advertisers, especially those targeting the U.S. market. According to AdGent 007, U.S. audiences on these sites tend to be more affluent, educated and business-related – leading to very successful travel and finance campaigns.
“Fighting Back Against Shoppers’ Remorse” (WSJ)
Luxury shame is preventing shoppers from returning to their old habits. During these rough economic times, the guilty pleasure of shopping has amplified to just plain guilt. Luxury brands are looking for marketing tactics that allow shoppers to leave guilt at the door, this includes pop-up shops, increased emphasis on Internet shopping, adding a charitable component to sales and increasing feel-good vibes with environmentally-friendly products.
“Luxury Goods Spending: A Guilt Trip We’re Not Buying” (SpendMatters)
In response to WSJ’s article about spenders’ guilt, this spending management blog, says producers and retailers need a serious reality check. They suggest revamping product design, procurement and supply chain practices to lower costs and introduce products at lower points, which will not only take away guilt, but will fit in with the reality of the economy and the rationale of consumers.
“Condé Nast Discovers Its Content Falls Into Categories, Restructures” (MediaPost)
Condé Nast Digital is restructuring its sales force into five distinct brand categories. Each of Condé Nast Digital’s 26 online brands fall under one of the following categories: fashion and beauty; food, well-being and travel; bridal; technology; and culture and thought leader. This new structure is intended to offer increased flexibility for advertisers and provide for better coordination with their print sellers to meet the demand for cross-channel selling.
“Google Wave: Invite Led Viral Campaign” (Trendsspotting)
Google is using invite-based viral marketing to launch Google Wave. Exclusive invites to 100,000 Google devotees created unprecedented buzz and chatter on social media networks. According to Trendsspotting, Google’s carefully executed plan has created buzz almost as exciting as the product itself, creating a viral effect that would be impossible to achieve with traditional marketing techniques.
