Post-Pandemic Marketing For Luxury Brands

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Rumble Romagnoli   Contributor

Louis Vuitton Cannes

With 500 million active users globally, TikTok entered the Covid-19 crisis in a strong position and has come out as arguably the most powerful social media platform of 2020.

For a luxury brand, TikTok is the opportunity to reach the emerging luxury consumer market, not to mention building awareness amongst HENRYS (High Earner Not Rich Yet) and soon-to-be-rich Gen Zs.

Following widespread influencer success, brands like Burberry and Gucci have embraced this new platform and have been rewarded with high engagement. The best way to learn what works is to dive in and start testing but the content needs to be young and fresh.

Marketing and PPC

Post-pandemic marketing is all about communicating with your clients and wider audiences. The World Economic Forum reports that 80% of Britons and Americans have consumed more content since the coronavirus outbreak, and this seems set to continue.

Businesses have been understandably afraid of advertising during the Covid-19 crisis, but those who have been brave enough have reaped incredible results, carrying out extremely granular local targeting.

With UHNWIs likely to be staying in their own properties rather than jet setting around the globe, companies may need to change targeting settings on Facebook and LinkedIn from “Travelling through” to “Residing in.” Campaign messaging between countries should reflect the different locations that are at different stages of lockdown easing.

With blogs and news sites under pressure to provide more topical, informative articles, there are more opportunities to get published on high Domain Authority sites.

Web development and SEO

With countless reports showing an increase in mobile phone use, any business would be foolish to neglect mobile-first development.

SEO changes within post-pandemic marketing may include creating more local landing pages to attract those who are searching for luxury goods in their neighborhood.

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Rumble Romagnoli   Contributor

Rumble Romagnoli is the founder and CEO of luxury digital marketing agency Relevance. Rumble has worked in digital for 25+ years and is an adjunct professor of Digital Marketing at the International University of Monaco.