Luxury brand marketing: Socially affluent
Steve YiGrey Group Korea
When brands want to access luxury consumers on social media, a targeted platform like Twitter is more appropriate than a mass-media one like Facebook, argues Steve Yi of Grey Group Korea.
Defining the luxury brand consumer in a tangible 'grouping' from which a marketer can construct an accurate and relevant targeting strategy is innately difficult. The 'grouping' tends to use terms like 'VIP', 'VVIP', 'HNWI', the 'Affluent', and other cognomens that can lump a successful restaurant owner with a business magnate in the same group, showing how ridiculously impossible it...