Digital Media marketing Investment has become a general trend of luxury marketing

Internet New Media advertising has been crowding out the space of traditional advertising, in the data released by the advisory published in the 2012 China network advertising market size reached 75.31 billion yuan, over the size of newspaper advertising, compared with the previous year's growth of 46.8%, is expected to reach hundreds of billions of ads in 2013 network advertising.

The marketing strategy of luxury goods has also changed the traditional road, the luxury brands are aware of the influence of internet marketing, but also began to transfer from traditional media such as paper to the Internet and other new media to reach their target audiences. In the latest study from the luxury Interactive conference research team, only 6% of respondents said the print media was the best vehicle for showcasing luxury products.

2012 luxury brands in various media advertising investment also has a different focus, video, mobile, social media and rich media to achieve a higher percentage of growth. On the other hand, search engines, display ads and television media are not obvious in the growth of investment. Display ads, including online video and display ads on mobile devices, account for more than half of the current luxury-brand advertising budget.

The study shows that the biggest challenge to television advertising is the use of luxury branded advertising in online video, where 43% of the surveyed brands say they will shift some of their budgets from TV to online video, while 14% brands say they will spend more, and only 8% of luxury brands say they will not be put on online video.

Still, the effects of the luxury ads on online video are debatable, and it's not easy to calculate the rewards of investing in online video. The survey shows that online video is more effective than television media in terms of brand awareness. In contrast, online video has no obvious advantage over television media in building brand preferences and brand awareness.

But in the research data of advertising agencies and luxury brand advertisers, both sides have shown the same rise in social media advertising. Advertising firms estimate that luxury brands are spending about 10% on social media, and luxury brands believe the ratio will reach 22%. 78% of the executives responsible for luxury-branded digital marketing said they had increased their spending on social media in 2012, and 73% said they would continue to spend more on social media in 2013.

Many luxury brands try to interact with fans in the form of video or images, and Burberry, one of the first luxury brands to try digital marketing, also shares photos from fashion shows through Instagram. 75% of luxury brand retailers say they will use video to interact with their fans. 83% of luxury brand marketers say they will choose Facebook if they choose a social media to manage.

But digital media marketing has become a general trend of luxury brand marketing, 81% of luxury brands in 2012 than 2011 increased the investment in digital marketing, 53% of luxury brand marketing staff said they will be their entire marketing budget 20%~60% into digital marketing.