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BizReport : Mobile Marketing : January 27, 2015

Survey: Mobile a sore spot for luxury brands

Mobile may be making strides across the advertising spectrum, in general, but one category finds mobile especially challenging. That's the takeaway from a new report out from RadiumOne. Researchers surveyed luxury brands across the US and found most (59%) were 'content' with 2014 digital initiatives, but that 63% still have not integrated mobile sites with their in-store experience.

by Kristina Knight

Why is mobile so important for luxury brands? According to reports most (3 in 4) luxury shoppers own smartphones. The RadiumOne study found that most luxury brands (82%) do have mobile optimized sites, but also shows that nearly two-thirds (63%) continue to work on integrating physical and mobile stores.

"Luxury brand executives' 2014 initiatives showed the emergence of just the tip of the iceberg for media such as mobile," said Eric Bader, CMO of RadiumOne. "We've reached a new era in digital marketing where communicating with consumers in-store is just as important, if not more, than reaching them online. Consumers are hungry to engage with retailers and in order to increase brand awareness and customer retention in 2015, marketers must deploy sophisticated technologies that enhance the consumer experience at a range of locations between home, office and retail."

Some interesting findings from the report include:

• 92% increase digital investments last year
• 77% say the primary goal for mobile is brand awareness
• 60% say their primary goal is trackable conversions
• 61% of luxury brands use 3rd party vendors for display ads

Image via Shutterstock

Tags: ecommerce, luxury advertising, m:commerce, mobile consumers, mobile marketing, mobile shopping, RadiumOne

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