How Luxury Brands Should Tackle Content Marketing Attribution

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By: Contently

Attribution is a chief challenge for digital marketers, and that’s especially true for luxury brands. While 40 percent of luxury purchases are influenced by a digital experience, e-commerce purchases account for only four percent of luxury sales.

Research predicts that online luxury sales will triple by 2020, indicating a heightened need for luxury brands to understand the campaign touch points that lead to online conversions and developing brand awareness.

In the case of luxury brands, where there is a large discrepancy between online influence and attributed online sales, a precise measurement process is an important part of being able to calculate accurate ROI.

Analyst Rebecca Lieb advises luxury brands to measure metrics like brand reputation, share of voice, and intent to buy when monitoring social initiatives. “[Look to] attentive listening to consumers, the content they like, and what resonates with them deserve further investment,” she said.

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