Digital Initiatives High Priority For Luxury Executives


    Nearly half of luxury executives say that their companies spend at least 30 per cent of the overall marketing budge developing digital initiatives, ranging from websites to mobile apps, says the Luxury Institute. It says two-thirds of executives say that they are spending more on eCommerce than they did last year and 59 per cent say that it is still not enough. The digital marketing goals of highest importance to luxury executives are acquiring new customers (51 per cent), growing brand awareness (38 per cent), and increasing sales (28 per cent). In terms of directing visitors to their brands, social media sites are the most productive leads, with one in three executives saying that direct links through social media are the most important drivers of traffic outside of customers searching for a specific brand on a search engine.