For CMO & Marketing Leadership Professionals

Primary Analyst Photo	Document Information	Rate this Document
	June 11, 2009 Social Computing Strategies For Luxury Brands The Key Is To Balance Accessibility And Exclusivity by Mary Beth Kemp with Christine Spivey Overby, Jennifer Wise, Jean-Yves Lugo	Average: 6  (3 ratings)

This is an excerpt

Executive Summary

European luxury consumers enthusiastically use the Internet, often to talk about the brands they love. But luxury brands keep both the Internet and these consumers at arm's length. CMOs directing luxury brands can no longer ignore the online conversations about the brands they manage. They must participate in Social Computing to guide the future of the brand. Additionally, Social Computing opens three rich opportunities to enhance the luxury marketing mix: 1) creating reciprocity; 2) capturing deep consumer insight; and 3) energizing consumer influencers.

TABLE OF CONTENTS

• Luxury Consumers Are Extravagant Users Of The Internet
• Luxury Brands: Embrace Social Opportunities With The Right Touch

RECOMMENDATIONS

• Get Used To "Selective Socializing"
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.