Misplaced priorities, and a misinterpretation of what advertising is supposed to be. That is my take on the New York Times article titled:
For Luxury Brands, Less Money to Spend on Ads
An excerpt from this article reads as follows:
Graff Diamonds, the London-based retailer, is also cutting its budget. “We’re definitely not taking on any new advertising, and we’re cutting back on all our current advertising,” a Graff spokeswoman said. She declined to specify a figure, but said the cuts were higher in the United States than in Britain.
Advertising as an expense should be cut, and that is a wise decision for just about any business interested in realizing a profitable average customer acquisition cost. Print should be recommending to all of the major luxury brands to stay the course. To play upon fear that decreasing an already hefty spend will completely turnoff the remaining drip of customers that come from their publications.
This being said, luxury brands need, now more than ever, to invest in driving highly qualified customers to their brands. They need to be more strategic in supporting their dealers who are in the trenches working to earn customer wallet share. Blogging for SEO is a strategy that plays in this market. Google has the luxury brand customers every day. Search is stronger than ever, and PPC is 15% of the value.
Luxury brands can be using Blogs to cast a wide net over search to significantly decrease the average customer acquisition cost, while capturing highly qualified consumers. It is a win win when you cooperate with Google and structure your content in a manner that serves the searcher.
When planning what's left of your 2008 budget to drive sales, consider blogging to increase SEO in organic search, and realize 100% accountability for your investment.
For Luxury Brands, Less Money to Spend on Ads
An excerpt from this article reads as follows:
Graff Diamonds, the London-based retailer, is also cutting its budget. “We’re definitely not taking on any new advertising, and we’re cutting back on all our current advertising,” a Graff spokeswoman said. She declined to specify a figure, but said the cuts were higher in the United States than in Britain.
Advertising as an expense should be cut, and that is a wise decision for just about any business interested in realizing a profitable average customer acquisition cost. Print should be recommending to all of the major luxury brands to stay the course. To play upon fear that decreasing an already hefty spend will completely turnoff the remaining drip of customers that come from their publications.
This being said, luxury brands need, now more than ever, to invest in driving highly qualified customers to their brands. They need to be more strategic in supporting their dealers who are in the trenches working to earn customer wallet share. Blogging for SEO is a strategy that plays in this market. Google has the luxury brand customers every day. Search is stronger than ever, and PPC is 15% of the value.
Luxury brands can be using Blogs to cast a wide net over search to significantly decrease the average customer acquisition cost, while capturing highly qualified consumers. It is a win win when you cooperate with Google and structure your content in a manner that serves the searcher.
When planning what's left of your 2008 budget to drive sales, consider blogging to increase SEO in organic search, and realize 100% accountability for your investment.
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