Rules of Engagement: Video, Mobile Devices Key to Online Marketing (Lipke, 1) many excellent insights are shared with regard to marketing high-end products and services to affluent men. The article begins by citing recent research studies by iProspect and comScore indicating that the approximately 19 million men in the U.S. who are over 18 years of age and earning $100K a year or more are changing how they choose to learn about and purchase products. A study by Johnston & Murphy is also cited. The most significant findings from these studies include the finding from the iProspect and comScore studies that online video advertising, combined with a multichannel-based strategy, is the best platform for reaching these consumers. The iProspect and comScore studies predict that the compound annual growth rate of online video ad spending will be 38% from 2010 to 2015. The studies predict that these approaches to advertising will surpass banner ads, e-mail, both organic and paid search, online classified ads and e-mail. Video ad spending will each $7.11B by 2015 according to the studies, rising from $2.16B in 201. The study commissioned by Johnston & Murphy to understand their most affluent buyers showed 77% own and use smartphone regularly for e-mail and entertainment, and 50% own a laptop or tablet PC including the Apple iPad which was the most popular device in the survey. The studies also showed that this specific segment of customers expect to have mobile applications on their smartphones and iPads that can provide real-time access to the latest product, pricing and availability of luxury fashion-related products and services. In conclusion, the article shows just how powerful social media is for reaching affluent male consumers, and how high their expectations are becoming for streamlined, rapid ways of gaining more information and buying.
Most Important Points
The most important point of this article is that affluent male consumers of luxury fashion apparel and products are rapidly changing how they buy and from which channels they buy from. The shift in online channels is very significant, with video now dominating the mix, followed by phone-based and tablet-based applications (Lipke, 1). The article also makes the important points regarding Google search being the most trusted channel for new luxury product information, specifically organic, not paid, search results. The article continues with recommendations of men's websites luxury fashion buyers rely on including The Fancy, Gentlemint and WhereIsTheCool (Lipke, 1).
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