O documento discute as estratégias digitais de marcas de luxo. Ele apresenta dados sobre o uso da internet e mídias sociais por consumidores abastados e analisa o desempenho digital de marcas de luxo em categorias como automóveis, moda e joias. A pesquisa indica que as marcas precisam melhorar o engajamento nas redes sociais e oferecer experiências personalizadas online para atrair compradores mais jovens.
4. Celulares 164,5 mi Gamers 53 milhões Internautas 64,5 mi Fonte: Data Folha, 2009 Fonte: Reuters, 2009 Fonte: CIA * População Base: 192 Milhões de Brasileiros Penetração na população brasileira: Penetração da Mídia Digital no Brasil 27,6%* 32,3%* 85%*
5. Publicidade: Grau de confiança do consumidor Fonte: Forrester Research and Inteliseek
16. Twitter – Comcast Cares Frank Eliason - Diretor de Digital Care da Comcast Responsável por solucionar problemas de consumidores utilizando as redes sociais.
17. Elite Brasileira consulta internet antes de fazer compras 5% mais ricos (Brasil, Argentina, Colômbia e México) 85% Confiam na Internet como fonte de informação 91% Buscam informações sobre produtos antes de comprar 82% Consumo on-line é mais conveniente 81% Acham que vale a pena pagar mais por produtos de qualidade 70% Se dizem leais às marcas Fonte: TGI Novembro 2009 Hábitos de Consumo – Público AAA
18. Intenção de compra (12 meses): 57% Smartphone (objeto de desejo) 54% Computador 49% Perfumes 41% Roupas de Grife 50% Adquiriram produtos de cuidados com a pele para consumo próprio 35% Para dar de presente A média de gasto com cosméticos foi de R$ 616 . Fonte: TGI Novembro 2009 Hábitos de Consumo – Público AAA Homens
19. 76% Comprariam produtos para o cuidado com a pele 50% Computador 45% Roupas de grife A média de gasto com cosméticos (nos últimos 12 meses) foi de R$ 733 . Fonte: TGI Novembro 2009 Hábitos de Consumo – Público AAA Mulheres
20. Affluent media consumption: 2009 Survey by Alex Beattie on November 27, 2009 According to Mendesohn’s 2009 Affluent Survey , luxury professionals who believe printed publications are either ineffective or not valuable in reaching potential buyers (and sellers) are missing a large segment of their targeted demographic. Below is a proof positive that the printed publication and the internet are exactly where the affluent consume media. In fact, the data compiled points to an apparent rise in consumption of both mediums as the household income rises—take particular note of the Average Number of Magazine Issues between the incomes of $150,000 – $249,000 to $250,000 and above . Mendolsohn Affluent Survey - 2009 If you’re like me, you probably want to know how the statistics are compiled, who they asked, in what setting did they ask it, etc. I’m almost always skeptical of this—graphs, statistics, pie charts, etc.—especially when they are used as an absolute measurement of proof. This is, in part, why internet marketing can and is so effective. When you advertise on the internet, you can tell exactly how people got to your site, how long they spent on your site, what they clicked on, and where they clicked when they got there, and where they left. {see why Google is a multibillion dollar industry now?} Alas, I’ve read this report and its methods twice over and gone to the site to ensure credibility . IMHO, it is. Also, IMHO, it is proof positive that if you’re living in a home, selling a property, selling a luxury anything, it’s likely that this demographic of consumers is reading a magazine and online. Further proof of this— Top luxury marketing strategies . Again, print is not your local real estate guide that you grab as you leave the supermarket. Print, in this case, is a particular medium that not everyone has access to. These people have their laptop, their iPhone (or blackberry) in their pockets and a select few of publications which cater to their lifestyle and the people they associate with. *Incidentally, it is also worth noting that the 2009 Mendelson survey points out on (page 28) this fact: To the surprise of some marketers, 98% of the affluent use the Internet. Affluents are truly “wired” and presume access to the Internet to be an integral part of their daily life. They have both the mindset and the means to make the Internet a driving part of their affluent lifestyles. Good to know. Print is not dead. At least not for the über-wealthy. Redes Sociais Fonte: Mendolsohn Affluent Survey - November 2009
23. Metodologia Estudo mede o QI Digital de 109 marcas de luxo em 11 categorias, ao longo de 15 dimensões agrupadas nos seguintes critérios: Search Engine Optimization: • Tráfego • Eficiência das Keywords • Web authority Brand Translation: • Estética • Mensagem Aproveitamento da Mídia: • Tecnologia • Interface • Interatividade Social Media: • Presença nas redes sociais • Menções em blogs e outros User Generated Content Fonte: The Digital IQ Index, September 2009
24. Categorias Electronics Automobiles Fashion Credit Cards Beauty & Skincare Wines & Champagnes Hotels Watches Design & Home Jewelry Cruises & Tours Fonte: The Digital IQ Index, September 2009
41. Ver Vídeo 4:30 CHANEL PARIS-SHANGHAI Série de 8 filmes de cerca de 10 minutos de duração cujas histórias girariam em torno do BMW. Produção cinematográfica só distribuida pela internet. www.chanel-paris-shanghai.com www.chanel-paris-shanghai.com Ver Teaser Chanel
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51. TAG Heuer Search Engine Optimization: Apesar de ter menor reconhecimento de marca, a estratégia de SEO atrai mais tráfego se comparada à Rolex, por exemplo. TAG Heuer mostra sua “brand heritage” e endosso de celebridades utilizando conteúdos produzidos em vídeos interativos. Redes Sociais: Presença no F acebook e YouTube. Fonte: The Digital IQ Index, September 2009 TAG Heuer
53. “ Interactive Kitchen Vignettes” - Permite customizar nove diferentes cozinhas e ajuda a achar os produtos certos baseado nos atributos funcionais e de design Sustentabilidade – Comentários de construtores, designers e consumidores sobre cozinhas “verdes” Link para lojas que vendem produtos orgânicos Fonte: The Digital IQ Index, September 2009 Sub-Zero and Wolf
54. Joalheria francesa inova online com sua “Uma jornada à Paris” em vídeo e aplicativo para iPhone. Excursão virtual através de Paris celebrando a herança francesa da marca . Fonte: The Digital IQ Index, September 2009 Van Cleef & Arpels
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56. A DIAMOND IS FOREVER ROSES Instalação na Grand Central Station utilizando 25 mil rosas para promover os diamantes que, ao contrário das rosas, duram para sempre. Ver Vídeo
57. A DIAMOND IS FOREVER – KISS Instalação no Madison Square Park para o Natal. Idéia: documentar beijos de casais em vídeos em 360º. São 60 câmeras que fotografam o momento, e todos os ângulos são reunidos em um filme que vai direto para o site. Ver Vídeo Reactions
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62. Home Page Menu Gallery View Sound Users ratings C 63 AMG Absoluter Hammer!! Auf Jeder Fall runterladen !! Yeah! It’s a great aplication! Mercedes babay!! Naja Ich weiss ganz genau, warum ich einen Brabus einem AMG vorziehe… Ich sage nur Brabus Rocket. “ Mini site” type of application. (Free) Discovery of the Mercedes C63 AMG. Sound, 360° view and galleries.. Language : EN Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Mercedes-Benz – C63 AMG
63. Home Page Description Customise Watch Newsletter Users ratings Application digne de la marque Super application! Comme tout ce que fait Breitling! Les autres marques horlogères peuvent prendre exemple. Bon vent avec Breitling! Belle application Très sobre et très classe. Une belle réussite. Retailers “ Mini site” type of application. (Free) Accurate description, technical information, portfolio, video, 360° view. Languages: FR CN EN DE IT PT RU ES Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Breitling – Chronomat B01
64. Menu Home Page Diving sites Morse code Maritime signals “ Mini site” type of application. (Free) Maritime theme, including a selection of useful contents not directly related to the brand. Languages: FR, EN Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Christian Dior – Chiffre Rouge
65. Home Page Collections News Store “ Mini site” type of application. (Free) Focus on the Ceramica 2009 collection Language : EN Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 RADO
66. Van Cleef & Arpels “ Mini site” type of application. (Free) Overview of the Van Cleef & Arpels watches. Boutiques display. Languages : FR, EN Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009
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68. “ Mini site” type of application. (Free) Possibility to download and personalise the BR-01 models (styles and colours) as well as use their features (alarm, chronometer, timer). Additional models are to come soon. Language : EN Home Page Store Video Customise Watch Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Bell & Ross – Radio Now
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71. 3D view with watches features Store location Newsletter Videos Language : FR Home Page Videos Watches Watches 3D News Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Victorinox Swiss Army
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74. “ Mini site” type of application. (Free) Last novelties & shows from the biggest luxury brands Photos, videos. Possibility to vote for the last « Fashion Moment » Language : EN Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Style.com
75. “ Discovery of the new Lacoste range. Application visible on horizontal screen. Language : EN Home Page Store Gallery Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Lacoste
76. D&G – Fashion Channel Winter 2010 Home Page Menu Life style Store World Presentation of collections and accessories. Language: EN Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009
77. Chanel – Prêt-à-porter Cruise 2009/10 Home Page Gallery Store Video News Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009
78. Home Page Collection Video Store Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Ralph Lauren
79. Home Page Watch Choose Watch Store Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Piaget – Polo Forty Five
80. Home Page Store News Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Myprestigium
81. Home Page Menu Description Coverflow Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Net-A-Porter.com
82. “ Game” type of application. (Free) Limited edition: June 25 – July 7, 2009 Louis Vuitton launched a game for mobile phones prior to a concept store opening in Tokyo. Language: JP Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Louis Vuitton – Precious Cargo
83. Home Page Specificities Description Hit Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Mercedes-Benz - Quartet
84. “ Video” type of application. (Free) 6 minutes movie from Olivier Dahan, with French actress Marion Cotillard. Topic of the movie: Lady Dior bag Languages: EN, FR Home Page Menu Screenshot Film Screenshot Film Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 Christian Dior – The Lady Noire Affair
85. Home Page Puzzle Watch Selection About HH Fondation “ Game” type of application. (Free) Puzzle Game 2 levels of difficulty More than 50 challenges Language: EN Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 HHGame
88. Following applications and podcasts, brand websites are specifically designed for access through the iPhone. Jean-Paul Gaultier – Fleur du Male Dior – Midnight Poison Fonte: IC-Agency report "iPhone applications & Luxury brands", October 2009 iPhone Websites