15 November 2012
The vast majority of media interactions are screen-based, screen-based, and so we should no longer be viewing “digital” or “traditional” mediums as seperate. Luxury brand owners should understand all of the ways that people consume media, particularly digital, and tailor strategies to each channel.
Affluent consumers turn to their devices in various contexts. Marketing and websites should reflect the needs of a consumer on a specific screen, and conversion goals should be adjusted to account for the inherent differences in each device.
The prevalence of sequential usage makes it imperative that luxury businesses enable affluent customers to save their progress between devices. Saved shopping carts, “signed-in” experiences or the ability to email progress to oneself helps keep affluent consumers engaged, regardless of device used to get to you.
Affluent consumers rely on search to connect their experiences across screens. Not only should luxury brands give consumers the opportunity to find them with multidevice search campaigns, strategies such as keyword parity across devices can ensure affluent consumers can find the brand when resuming their search.
During simultaneous usage, content viewed on one device can trigger specific behavior on the other. Luxury home and lifestyle businesses should therefore not limit their conversion goals and calls to action to only the device where they were initially displayed.
Affluent consumers shop differently across devices, so businesses should tailor the experience to each channel. It’s also important to optimize the shopping experience across all devices. For example, consumers need to find what they are looking for quickly and need a streamlined path to conversion, on smartphones
Smartphones are the backbone of our daily media use. They are the devices used most throughout the day and serve as the most common starting point for activities across multiple screens. Going mobile has become a business imperative.
Here are the highlights straight from the executive summary: