Luxury brands are not likely to allocate budget to Twitter’s new advertising platform until it evolves best practices and more precise targeting capabilities.
The slow adoption should be unsurprising since upscale brands are often hesitant to embrace new channels and technologies. High-end brands who eventually do adopt the platform will have to remember to tailor their messages to its unique social structure.
“The luxury market does not generally tend to be a first move in new and emerging platforms, but rather to observe as best practices are developed by other markets,” said Orli Sharaby, associate director of social marketing at 360i, New York. “Additionally, because Twitter is such a level playing field with limited targeting capabilities, its marketing opportunities to date have not been designed to appeal to the luxury market.
“With the promise of new products targeted at specific consumers and keywords, Twitter may in fact become a much more enticing place for luxury marketers to spend their dollars,” she said.
Twitter takes flight
Redesigns implemented by the microblogging platform increased its attractiveness to luxury brands by enabling a more rich media experience.
The currency of Twitter is social in nature, so even when pushing advertisements to the platform, luxury advertisers must remember to craft their messages to promote conversation, much as if they were writing an regular Tweet.
“A best practice would be to make sure you have something interested to say that gives consumers a compelling reason to take action, pass along to their friends or spark conversation,” Ms. Sharaby said. “And make sure you are tapping into existing and emerging trends that are either about to or have already reached a tipping point — borrowing from something else going on in culture at a given time.”
A different type of advertising
The most important thing for luxury marketers to remember is that Twitter operates based on a different set of rules and assumptions than traditional push advertising platforms, according to Ms. Sharaby.
Brands must remember that the platform’s strength is encouraging relationships, which means that brands must be involved in consumer dialogue.
“Twitter can be an effective marketing and advertising channel, however it shouldn’t be thought of as a traditional push marketing platform like TV or print,” Ms. Sharaby said. “Twitter’s real value is as a relationship and influencer marketing tool – and this same philosophy should inform a marketer’s advertising strategy on the platform.
“For luxury brands with an established presence and strategy on Twitter already, advertising or promotion on Twitter can help them further grow their follower-base or offer broader reach for promotion of deals, special offers and more,” she said. “Brands should keep in mind that even when advertising on the platform, Twitter’s real value is as a relationship and influencer marketing tool.
“In order for Twitter to reach its full potential for luxury brands, marketers have to come to terms with the fact that traditional push marketing will not resonate here, and that they have to adapt their approach, and potentially even their content, to reflect consumer expectation specific to this platform.”
from Luxury Daily
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