Digital Strategy

The United Arab Emirates are world champions in Mobile Marketing – Key figures

The United Arab Emirates are world champions in Mobile Marketing – Key figures

The United Arab Emirates (UAE), sometimes simply called the Emirates is a federal absolute monarchy sovereign state in Western Asia at the southeast end of the Arabian Peninsula on the Persian Gulf, bordering Oman to the east and Saudi Arabia to the south, as well as sharing maritime borders with Qatar to the west and Iran to the north. With a 9.45 million inhabitants and a GDP of USD 730 billion dollars, UAE represents a tremendous market for luxury companies. When you know that 30% of the actual population is under 24 years old, we imagine the potential for brands to recruit new consumers in the region. Another interesting fact is that 80% of the total population are expats, representing more than 200 different nationalities. The largest expatriates groups are Indians and Pakistanis representing 37% of the total foreigner population. The UAE is also a land of technology. In the…

Friday Chronicle #31: A Blogger Is Not A Cheap Journalist Or A Low-Cost VIP

Friday Chronicle #31: A Blogger Is Not A Cheap Journalist Or A Low-Cost VIP

We have never spoke as much about bloggers as today. They are trendy, they are smart, they are passionate people and generally companies think they can get cheap/free visibility thanks to the passionate work they do. There are limits in this exercice, so let’s not forget the ethics. Why Bloggers Became So Important? Today in the world there are approximately 152 million blogs. These represent 15% of all websites in the world. It means that every day in the world there are 172’800 new blogs created. They became tremendously popular in the late 1990’s. It coincided with the advent of web publishing tools that facilitated the posting of content by non-technical users. Before that, you needed to have deep knowledge in html and ftp to publish content on the web. The name blog comes from weblog, web-log. This concept was used the first time in December 1997 by Jorn Barger….

Luxury news, information for hyper-luxury customers

Luxury news, information for hyper-luxury customers

News are news, no matter if they are old or fresh. One of the biggest increase in the news business is the one for Luxury news. While the 2008 crisis is still hitting the board, the luxury industry has year after year a solid positive growth, between 4 to 6%. In 2016 the growth was 4% and it was leaded by Luxury cars, luxury hospitality and luxury personal goods. These 2 segments represented 80% of total luxury activity in 2016. The total luxury market represented sales for USD 1.20Trillion. The luxury car segment had the strongest growth with +8%. The very top level in this segments had a very solid growth thanks to new markets like Asia and South America. The personal luxury goods segments was mainly flat reaching a USD 2.75 billion. In order to maintain this level of business, we need customers aware and educated in luxury. Nowadays…

From best luxury Bloggers to top Influencers… the new era of online visibility.

From best luxury Bloggers to top Influencers… the new era of online visibility.

We tend to say there are 152 million bloggers around the world. That seems a lot, especially when you know that every second a new blog is created. Bloggers are a quite recent phenomenon and brands have been using them as a leverage for visibility. In the past 2 to 3 years, brands are not seeking bloggers anymore, they want influencers, meaning people who can drive attention to what they think towards millions of people. The buzz landscape is changing. From a luxury blog to influencers, from online writers to social media celebrities… welcome to the next level of online visibility. Blogger, a full story of a personal website. Probably the first blog in history was Links.net created in 1994 by university student Justin Hall. Obviously at that time nobody would call it a “blog”. It was described as a personal web page. We needed to wait 3 years to see…

Social Media in Switzerland, 2015 figures

Social Media in Switzerland, 2015 figures

Here are the updated figures for Social media in Switzerland. These figures correspond to end of August 2015. As we can see, Switzerland is a very connected country in which luxury brands but also media, electronics or retail food are all using social media to communicate with customers and fans.

Friday Chronicle #17: Desktop is dead, mobile is the new black in web design and advertising.

Friday Chronicle #17: Desktop is dead, mobile is the new black in web design and advertising.

At the end of August 2015, there were 170 million computers sold. This is an increase of 15% compared to last year (source: Gartner). Nevertheless the internet world became mobile. With 1.9 billion smartphones and 360 million tablets to be sold this year people connect more to the web via their mobile devices than something else.

Will Netflix make Switzerland to see red?

Will Netflix make Switzerland to see red?

The giant Netflix arrives in Switzerland this fall. Not sure that everybody see it with a positive eye. When you are in a market like the USA with 2’218 tv channels, probably Netflix represents only another alternative. Market segmentation is already super high so one more or one less would not change a thing. 20 years ago, the Cosby show was the biggest show in terms of audience in the USA. Every time, the popular TV show would gather 27 million people. Today, the most popular show in the USA is American Idol and it gathers “only” 9 million viewers. So Netflix just answers to a cluster need and TV channels are enough powerful to basically just keep doing what they know to do best. So Netflix will be a giant among Titans. What will happen with a small country like Switzerland? Netflix, the Millennial hero? If you think that…

RIP Facebook organic reach, the cheap days are over.

RIP Facebook organic reach, the cheap days are over.

Where are the fans? This question is probably he most popular one among Community managers when it comes to Facebook organic reach. In deed Facebook discovered with its entry at the stock exchange market that “monetizing” the platform was not a must, it was a need. So in order to make money, the only unavoidable way is to become a media paid platform for companies. The famous Companies pages are not anymore a natural way to communicate between brands and people, it is now just another media channel like TV, Radio or online press/magazines. So there is a cost and a strategy behind every single piece of content you “naturally” see. Welcome to the pay-for-reach era. Visibility is everything Social media is an amazing invention. We cannot really say that someone invented social media as it has been a primary activity in every human society since…. Well ever! Probably the…

Best High-tech news from 2013

Best High-tech news from 2013

Luxury Activist takes the holiday season as an opportunity for thematic flashbacks on the most popular articles, news and reviews of 2013. In this session, find here the 5 most popular articles in 2013 in high-tech. Good reading.  Digital Business, when internet went from IT to Marketing. In the 60′s, Internet was not a dream anymore but a strong technical reality. Since then the World Wide Web developed rapidly and today, we cannot live in a world without internet. Of course today’s web activities have nothing to do with the first nods connected several decades ago. In the last 10 years, Internet evolved exponentially. From an I.T. pure activitiy driven by technology, today, internet became a marketing and business activity. The added value went from informatics infrastructure to be placed in the user experience and customer management. Read more here: http://luxuryactivist.com/high-tech/digital-business-when-internet-went-from-it-to-marketing Android is for non internet users?! Last month Android broke the news by announcing a massive 75%…

Why Luxury Brands are so afraid of Social Media?

Why Luxury Brands are so afraid of Social Media?

Social media might be one of the biggest revolution ever since the water-steam machine. So as a company if you wonder if you should move into Social Media or not, ask yourself the real question: How should I move on into Social Media. Several Brands are afraid of Social media, especially Luxury brands. Of course all these brands have a Facebook page, do not take me wrong, but do they have a true Social media strategy? What is the engagement of these brands with fans? Generally it is a one way conversation. Why are Luxury Brands are so afraid of Social Media? Social Media is a Mass-Media Many luxury brands are not very tempted to invest themselves truly in social media. They think it is a non-qualitative channel for communication. Luxury Brands tend to believe that going for Social Media, they would open the brand communication towards too many people…

Digital business: when Internet went from I.T. to Marketing.

Digital business: when Internet went from I.T. to Marketing.

In the 60’s, Internet was not a dream anymore but a strong technical reality. Since then the World Wide Web developed rapidly and today, we cannot live in a world without internet. Of course today’s web activities have nothing to do with the first nods connected several decades ago. In the last 10 years, Internet evolved exponentially. From an I.T. pure activitiy driven by technology, today, internet became a marketing and business activity. The added value went from informatics infrastructure to be placed in the user experience and customer management. Since the beginning of web activities within companies, the I.T. department became almost a second General Direction department. In deed, technology was key and hard to master. It also happened at the time in which computers invaded all companies, so IT had a strong role internal and external. The iconic role of the webmaster was born. In deed every website…

Chanel Cult Colors. A story of Nail polish.

Chanel Cult Colors. A story of Nail polish.

Chanel released its campaign for a special Nail Polish collection called “Les Couleurs cultes”, which means Cult Colors in french. They have a clever Digital strategy to support this launch by disseminating a video that breaks into the codes of the Brand. In deed, we are much more younger, dynamic and playful…. yet with style. It is supposed to reach the tremendous online community interested in Nail polish. They are women, young and sensitive to style, trends…. and colour! Obvious. The choice of the song for this video is for us more… enigmatic. It is a song called “Bizarre Love Triangle” from a UK rock band called New Order. The song was created in September 1986, so we are talking here about vintage ! It also remind me the glory decade of Apple’s iPod advertising. So the aim is definitely to reach an online audience. The video features the Nail polish…