“Cost-per-click is going up every year, so how do you get the biggest bang for your buck?” asked Debbie Johnsen, Director of Interactive Marketing, The Leading Hotels of the World. “Using tactics like RSLA to get somebody to come back after you’ve gotten the first click is a way to do that.”
RSLA could become particularly important with ad-blocking software and mobile applications, which have recently been introduced on the market. Brands rely on traffic from effectively deployed advertisements to drive traffic, but they may be looking for new methods soon.
I was pleased to be selected as a speaker for this year’s Luxury Interactive conference, October 15th in New York. The event brings together executives from retail, fashion, travel, real estate as well as media and technology companies.
Luxury Daily reported on my October 15th session and roundtable on multi-channel marketing and attribution.
“To be honest there’s really no one size fits all answer,” said Debbie Johnsen, Director of Interactive Marketing at The Leading Hotels of the World, New York. “It really depends on what kind of vertical you’re in… read more…
Prior to Luxury Interactive, I was interviewed by Angela Tunner from the luxury lifestyle magazine Eat, Love, Savor
How has the Internet and all things digital reshaped a luxury hotel branding strategy overall?
It has caused us to step back and consider where resources and budgets are being allocated. As the digital ecosystem evolves, more and more opportunities are being presented in rich media, social, mobile, etc. Not all new networks and channels are right for a luxury brand, and it’s up to marketers to do the research and decide whether or not it should be part of their strategy…
As of the Spring 2014 semester, I will be teaching a course at New York University for the Masters Degree in Integrated Marketing program –
Web Analytics: SEO/SEM, PPC, Email and Clickstream
Students will learn the online business models, how to optimize use of them to meet business objectives, and how to analyze results. The subject areas covered include SEM, Website optimization, e-mail marketing tactics, affiliate marketing, online testing of banner ads, landing pages, and other digital formats. A main focus will be Google Analytics and how to use key metrics for measuring consumer behavior online. Students teams will also participate in the Google Online Marketing Challenge.
I was pleased to participate as a panelist at this year’s Brand Innovators – Luxury Brands summit. Our topic was “Building a Luxury Brand in the Digital Era”. The discussion focused on how to service a luxury brand loyalist through the web, as well as customer acquisition for new luxury brands. Social, mobile, tablet, video and high-touch traditional marketing were all noted as important tools in customer engagement. I supplied the travel industry perspective, and my fellow panelists represented global brands in fashion, cosmetics and automotive.
Building a Luxury Brand in the Digital Era
Digital media and the Internet are rapidly transforming how luxury brands market themselves. From Baccarat to Bentley, Gucci to Gulfstream, and Rolex to Relais & Châteaux luxury brands are rapidly embracing digital video, social media, content marketing, mobile/tablets and other digital platforms to engage more closely with their consumers. Nevertheless, the exclusive nature inherent in luxury brands can sometimes create it’s own challenges for brand marketers in the luxury brands category. Learn how leading luxury brands are scoring big wins in digital.