Brands Should Measure Marketing Results


    The top brands that high income women cite as doing the best job connecting with them through their marketing efforts are Dove, Macy’s, L’Oreal, Target, Nordstrom, Estee Lauder, Procter & Gamble, Revlon, Coach, and Sephora, says a survey by the Luxury Institute. Dove has seen the biggest increase in approval of its marketing efforts since 2012. Specifically regarding social media marketing through networks like Facebook, Instagram, and Twitter, the only two brands identified for excellence by more than two per cent of affluent women are Dove and Macy’s. Dove shows a sizable improvement from 2012. “Many brands devote a significant amount of resources to marketing efforts, so it makes sense to know how effective these campaigns are,” says Milton Pedraza, CEO of the Luxury Institute. “Measuring results and tracking them over time provides decision-makers with the data they need when deciding the best efforts at outreach with wealthy women.”