TalentZoo.com |  Beyond Madison Avenue |  Flack Me |  Digital Pivot Archives  |  Categories
How Luxury Brands Should Tackle Content Marketing Attribution
By: Contently
Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
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.


Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
blog comments powered by Disqus
About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
Beneath the Brand on

Advertise on Beneath the Brand
Return to Top