agence tesla - luxury south east asia 2013
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Luxury in South-East Asia: let’s make it digital
April 2013
Younger audiences need an educationHot stat: The SEA market is
projected to grow between 15 and 25% in the next 5 years
Major trends• Most luxury consumers in
emerging markets are young• Luxury has to solve a tension
between customer acquisition (fast) and brand equity (slow)
• A solution: educating the market (craftsmanship, savoir-faire) through contents which associates storytelling and engagement
High-service within the digital worldHot stat: High net worth individuals (HNWI) will triple in
Indonesia to nearly 100,000 by 2015
Major trends• Service is fundamental, as
some local elites are used to afford servants, maids
• Customers are more discerning but not especially loyal
• A solution: put the at the heart of the marketing process, in an experiential connection which provides both authenticity and service
A lifestyle experience, online and offlineHot stat: This Singaporean
influencer commands 130K page views & 20K+ followers across her social media
Major trends• Online is the principal source
for research• Online communities are real
life groups revealed and amplified by social media
• Influencers are in a symbiotic relationship with brands. Visibility for Access to fans.
• A solution: Identify who and where are your influencers. Hear what they say, know what they do. And engage!
Follow consumers with an ecosystemHot stat: Information research can
take up to 2 to 3 months before purchase
Major trends• Consumer experience is now
“omnichannel”, from the stores to the app and social media
• The attention economy is fragmented between apps, mobile web, second screens, new platforms, influencers
• A solution: Think of a strategy which integrates all of your channels and offer multiple entry points to tease then retain consumers
From digital to social, and mobile commerce
Hot stat: 20% of e-commerce in Singapore on tablets and mobile.
Major trends• Fashion items are the top
category for m-commerce• People shop mostly from
home (40%), office (18%), on the move (11%)
• 45% of Fortune500 companies have no mobile strategy or site/app
• Insight: omnichannel is not enough, and needs responsivity and contextualized promotions. Are you mobile-ready?
Burberry drive sales on digital
Hot stat: +29% sales in 6 months “half of which due to digital marketing”, says CEO Angela Ahrendts
Major findings• Value-added for Twitter
followers with premiering of the collection (“Tweetwalk”)
• Burberry Body fragrance launch on Facebook and Youtube
• Facebook fans x3, search results +85%
• Insight: Social is more than a “nice to have”, and a true driver for sales and engagement.
Four Seasons Hotel and customer-centric social strategy
Hot stat: 12M impressions from one case study – a bridal-focused, multiplatform campaign
Major findings• A centralized corporate
presence on Facebook, Twitter and Pinterest and a unique presence for each location.
• Global branding + Thematic campaigns on Lifestyle
• Customer-centric use of Twitter Accounts that makes everyone feels at home
• Insight: social media features and guidelines help split global and local presence easily. Customer service on Twitter is a must-have
Let us be your guide to a new world of communities and opportunities Hot stat: Blogs reached 57% of
Singaporean in 2011, 60% in 2012
Keep in touch• We help brands understand
conversations online• We co-create strategies,
provide tools, methodologies and guidance
• We keep an eye on innovation so that you keep an edge on competitors
• Insight: learn how communities and their influencers work and interact, and be part of an exciting and rewarding world
Contact us in Singapore:[email protected]