- Facebook's new message platform has implications for luxury brands
Facebook's new message platform breaks down the wall between email and social media with the potential to reap significant rewards for luxury marketers who can master the ecosystem.
Because luxury brands rely on word-of-mouth, and because social media can provide a more personal touch compared to other more unidirectional modes of communication, Facebook presents valuable opportunities to build brand cachet. The social network’s messaging updates create new promotional opportunities on the platform, and at the same time represent an inflection point in the history of direct marketing strategy.
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Un3FVthqdSD+6zEbZCYBZSDQ2pSW\/hoC+5hwDvBEOQPxNRypsD3S+pwzzQtWBUKggaqtSklnL3T0+Z\/MWmx50cYp7CODCWbR\/JpkAasz4PX6VsrRxBjQ9zQR8aAckdmpqm7hDa+VM+sFxT5rs3YZHe0uOg+1UrpbKChqNejGOqcU\/UIQ+BLxxmZZai7yahTt+VZOjhNZ0AHCC+QQcRlNV9\/rh1uoQSfZceHtVdjAPRHCJe+twYqgheBqh5SYzkY1Llcoynxi06J8Pd30xIBF4ZuHHIFjSMY\/\/MMiy+IbFOfR8SxjxTk97lbKWdgk9l8oYtmAyvKXMPchl\/MgP5Cgr\/6iB5NzF8XyxAEczsZWWsz940ZoZr5pIFbtFVHT3gqplHWgdUL15mSBz8uEJiFB0xdX42nt+WaO7YN0GNKi8\/j0he3feVtxuPclYz4OUaYggyYzQFKaPzpK\/94+ssh2OEQlKaoikkReTpR7KZwoRXm8K8t+A6xee7S\/8s1raO\/U0FMPTRCmvkIOQ8fkelrFW8jeHxC3vZXuG4SefV\/U38OUXmkgnHXEpslmcyixg\/d+MFKDgLR6fYXTOSCT4Mcm90puwN48iPbaN6KD\/HoVxFI+i23cxr16hFU+Vd3SW2vZ7QD31rnehdbCEeKYDjQWqk6nUoBPRKC7PMhwOTyMOYKwPEzRz4BgoAG\/lbD+eJ13OYYvhfwFEyejRokzGwxWM+P9OpBLfETI1JI5yUljZqRNWYjM6mmCzmaX\/4A+yCeWmUvTSW5YVVHeCErfes2oPM0lTolPaEs+b\/NLiMMWHbHG+dhlDuHRZYL4wATMdearGL7P2jA4Ec9Xn8waXUc0n7UJTPcDkmwzTyvJDA0Rp56MNd1IRyFOyZNMO1KdYT6B1jBFau2fOfQFXpi424uxmXD0hJWnt0l2dEimfO3te236FozBqYhlnlf6e\/1GT7eGkwiwiC03YH\/tlJztThHqE\/DX5MxmcMH1rGA+RL2hojvcHxqvFBQ\/UVqR4sNyDotH1POcZm4xnrO4vKv+2xqzygr8UsfzwnoWOgdcPga2CzNXSQBGH1E8G77kM7Zxp9nF33TnuaujpEYIThQmMxzRJIwey+VdW466Pff2FuqsXFHbJQ7dvHvgAdbAHuqmpNvYC91csKZvB0N9l0HewT3hM4z3XyDuQl10VJpqMKHsmj4Blr8LbwQq3sMQLG1nBVS7ZcBzIV1OWc6PdG0O8OMS96GAVjzImi+39y4FE2QCvEMse2looRwGpXlExVW9OAYBoydlDbYmw29PJbjTkSZRcnSY6\/U7WAbs248oi9tE0u6DzrLCQM10Mxi4hzkeRabH37+uyeMV3hD9nB65bNVrO7BPUkoTUm5KqYvc0ekX9QTujIt6jK1UKYS6BF2jhJivM7TNTaqVW8MaWoHINtK1f5zGNiA9vmxydv1jLDOi4WWFjDDyt8s1V\/GkIUBuc6HKVxbDpAxkXxKT6GBHFz9\/tR090BD8qPLp\/vC4U2+uGt0LkfGx640zQmwOts2kHF4yfcmAPfldY\/CRMU+UOb9TWkKf4JqqWkYcgoIHG4+8v12jBOicGbky5A+vRP8inV\/jAF2VT0xSWDXaSX+tv7gSA3ZCzEdGQfldB6D2TtfC17uNnfy4ouvbn79G7ZLOnL2DMjq4eSn1thc5WZEcR59h\/w1L9aNzAzw3rnKPLVKYHCpxFjKKtKnUHavtkclM5VYnqlrO0Xjg5CveNm9zvTw8zbNfc+uenUBN9UeFFM9TxX9E\/SfWJwPnvgg55zrNsYuALUOFTF088SS4yW2nIHeujUm3YF7Ei8GWDML8M8C6B8Zm7QZeeRKa0Fd55tnC0eA\/W4RmFvjU93sY8e6r0FbhD\/JJ\/OLpWlkVc60ktUKP8qeBkp201LcDe2v6GfngdqW\/JKrGaii45YRjrP80LrrG08pCLIPyYr919B4m3cWuJK6f6OQ9Z8DbgqCsisdz2NNNKpDF3zyu0V9JWV2amDz6CMclzOj2HZcop0x3CS3BJhP\/OM93IQ17mvSctAnFoQEHBPweS0r\/2aOMVxHOdR5mSxJhIk5aTy07miy4X6bvCxPFEvE6P2kFHo5pL\/Fi1te3eeU0UAWqlL2PnYIjF3iIbifkcGQR3GH8Zskn13jR6vIcp8XFBiFOZBvqMm2fV8Eac+duOU7criUbc490c8+vYBPURO5T62qsMxdE5H3m5ZVK9iae3l\/uk6I+Xf8u+HpCji7h0XpMuYjjVN5TWwHx4i2P25JcRN1YxJkj5osmV5cfxCx07vJn7D1Ene6PygWPDqYiaF3Q7gN42PFuXC8VD4AnDgFZonks0hTaCabJ16aCmlzLM\/fPn0yfYx48LX1tDOb9+Q4oHATmDG5aCco5IHlFzlrDZkSmWd8xZwtEebSfaKh1i9rmE+ovGQWTW5MtQtu37H3GQyoxuv5W\/ohdleNubyn5uczNxPbip76F4InjE2OikKIxjZCfM8ad3Z6lGqpO4eYvxgFImDTG8gInLdMPMnyOdBnqKty6gcMt4rDTVR1f4RCwnXtQDuVRwupvaCDFjIjuqvd17LvgCNmVeF\/7+C0oycojSXqoHOOZ3B14TWMVsIBQ\/G3nHWlsLylUt4sgqCt816MDzDr8LgoSKIj\/Ytut3o1nX8zpusyDOnOWO0L1NGaZ26qpzVkozF\/py3uzrV\/QvODor2k4hvxSnSKN3rmem+V8gISASvR19IBVoOQgOkUi5SsicCOxdq3LBv8Xj7L9dVuSF4a2floqlXXva4C5F2mLeU0KZ12bONtI\/yPBvA3z4eqCBzUlsCkZT31EAbmlvzDJ2S8TZEtSYFZUEgtTV1v39eil8LIrwQJcjlsl3XIN17SxbQ9BARVmKR13LppG\/mfaHw8aFWW3EsE8Xtmey8VKTZElkh0ceqVZT19ePz2OV8OnM\/QbXb3vfYC9LDhVPLwwYUSFaMF9\/pJHBSHyAzj1+EI311Jjjejbt7EMoF8rp4H4YeySSwBF9HOgrZL+NMf+VY4dj1im0ia9AvWiIgPMJ9lDwba0usiZGEzgMl39Fvb6wHKzTw4DcgdRzbNO\/Abh2CBC1SvbXpHJDHT3kKi9eEwpNmNioMWDDlXiOk35qfHWj5K6LXNTsEbHCAKNI5AvnFy5E+JVtZekJN2DWcmrHSbKn\/reVZgtjYBGnXRyW8O\/bFBhUT74wwU+1iFZGQ3ysM7ig81KpsV+VSHBHGanzba6uidFr+tFm1ffpIfBGSsdPvTbGfxZDbhRdUmSfHYE23mjp1vbIHIo2BVWvxNAXTgN7uxbXGAo1EwbG+16FbfiAvqzW494QOqZAaFcrKTff94T+VPx854usfC++666dqVUxGl+Ug\/Y62zzU3f++W\/rSDfdg\/5nFGIOFQ7KM7JxC26hogUo5RrqJ2Gp\/cOa2tb4VftxyDVZc8ldY+yQk04hbzhuefmG0W\/dSS8TnIa+epvnpE7fd6URQwg3aobbxiREylmT\/CMzh0uRxG3s3B9rRTF8Gci8xUJ+5drtkuI+D+xiehX5qO8L0m1vF2DaOZWUyiLhT\/TUhoXmvyTCct8EApS5wlqoTDNAuFbaraM6OwHB9zBQ\/Gcueg2dmciNw1dw\/9VKF86wmOClUbrZ4JfV7ehIpg\/ulilJixLaWdW6mSiXq3s9hvb6zYKM6tAIsJiPss0ZgetrHc0FFMhoQPLOxJGue5tbmXS3RvKjzGnJemfA9+AiiFT0Swrjy4HpQRX6kZriVt2xsaS5PRWXtij5kac+ekgWF84qw\/1oezU2Cr9o2Ae7d8xi0DRno+uXczgr+z5ySVp8aptpWmJFVMapD11Mn2A6EJY0\/0ahlamvwPd2GElQicDxMDHx2VKp72LD1vJyQvo\/005juzS48DlQNKMiUyrhm8Z2pXj\/maL05WkhaUeLB8GqSxlUw\/UXMI6CxBRDITxvNVYMn8LP00iWl2zVle6cnOJ8sKQf6aU6N4APA+tKXoVJjQ3l4PX\/NrVjqrnRLaVXSWMrX7GTBaPC\/CprCGRPELzyC\/T92HGsIVQmpHPRpCxp1s5zyJneICs7o5rq6LkLbVAJ1qs\/TJn0XJae6EMxQP6LWp4mbE\/nQg6tUIz6Xsj+gpTKdtj33AQBnPVNVYwPtbqtKulZih6Ok2ZDal\/Ys49xwQGLu12L9Cmn3G0hayWzQs\/m2bpAD62bniDQ9feGyPIe\/aTq70a\/w5rk\/YLO\/kmHw4\/jIg4ugt1Tk3mdpJNZTIs92b3eJY\/YVhE5dMfWN2QiR0AykuY6ky1oSGIxrtzbWsg\/E\/YyxEuztUmAFTCXq\/PHRe7JLlGQNszkG8m3hzlv5RpiI7XtghWdhmXOFDOITioqTdvGGmBSPWYCklbuGKcHdF9fI4UmlPd\/ls7KqjoXtlBWII1LBAJ43CrNWqppKtwv6cRZCA1dhcJDuzJna6b+15M9FcuoWD+YIm9UxXlTuIZQl4MBytj30ww4WQLvqydA7pAkK1IZ+keB7G09V+cEREtB\/ck8DvdPNaeKqa58Quk+78kChjYDDrFiJSorPKDtlbBG3ZuIkH+ArSEPg9YvVNCDwfT8jsojSzXqrSsjuup\/POuBkss\/syzxMSQJ\/93Rtkwn0NEZ5zRpTA4Pau3KwY1Hrm9EOaEWA7dCC\/6n49FJ1mTUA2J9tR2meT4gDI0Z\/2JUx2PuP1tPOcFFB8CErAmkwVJx\/hMk45V\/Y2MppQJcNqPQiRMertPZu0CMgCD0Tv9Nv+HDzcRSzbsuE9zwHTb8xUFqZWN92qlQHlFy9WymwkndxNHHxftYhviBdK9VhDrKzOVWcIe7Avk3WudAC1F9aiNBFb+TTCwtLGcvXP+CR7K6hCDjUeXn2ur9Pwg8LolWEPdGr2mAOyLleb1ZzQASuujUai15jc9KhyRwFE82c3vaqql2RCofyZ7e3Je\/4E3aN3ZzQcDdGJlCHcDqlEy5k+193H\/7q6dhxA1oJGL6byWixJpkDNpAO7GCBDVUDBLM0QehNVF6ITiztltqQ\/Dp7LJtBOSpwkgPCAxweoQd8Dm1eVmrrQWLdpGFRKYtujIOt5E\/V27hUEY+JH+Di+YkYv9HRXVrfOhnblT6TlZDQj06hVD+QN7XMqMWnPFlTv3aMGXNkIhZ1LLWiJ692y\/OEVTa5nTdk\/Mlk0vu2k5PmWcm7P3ZJFo+Ul7+VJJKxUzhaQnHud+sW\/x3IT90wSn4\/F7S4RgyvOaAZZgzO8HOXtekykIcl+GUbP1tBxTR6wCMOV0u89y1ygs5y2DLN6odUQdbsIDRU+ZAUxKAoynEZ6CxPovixpU9GHAcwi4qd3vh4tqitOKBAOM\/IjEdq+\/gEgfwDk39XS4eSmP2kh8mrdUtKvOoy+eQ10PjUBLjS3KJzGUXFow2bniYQVOkQRwz6hnsf3e1cXusA1mCQNJT7rzPGzmaHxY5E1g0vHMqiiabglanWKOKHb8DlKziX2Wbiy3RGeTErKi1x6nfZq5nvovMmnMMahiQHy\/evjAYZIUMv9rUnJ03kFqUgaujwwQ75EMIqFUpQmLfSplMmDqAv1QFV\/+\/51xqQ7Q16W3ayDWini+XutvdW4TBW1t2GBdw2gpWvq20LpDYwqsOGPvi94ykOUemJfh2FVpVZ7beQCjiTHWDtIpNnNPjiKry0M\/f\/vu8PcNMYWDCbFfw2hvVZGJm\/l1z1PMOekn2VcJi3YaFS0ikrTchFa8+p8BUFUuXEHTKzYF0xgSCY4FsmdZeAYp\/ZU3iC9zOckjBYcKCSfJECiN60cfC0EtLjOoq9qOBETabTbL+4GDiygoVXhueUfzbKaSpmfMrgw8KJrac5KaJ+ss8JWGc+X7CAbQrWluZngafGfq9RGe8mammyXqhoVWIphsUcWdMIQbtWrt0fEfKUn866Xk1iK\/17VvrBnxvaob1cWy0\/d6vP52+Gd\/+Bq93UfIZHmZlEa\/9BaeWC\/KH9fssrhPoori0QzvDXH83I89p3wp++xSfkfybsPYxfFZZcsi91rTkEH\/\/zQlTMQgScT2SPyfzdkdgrP6pB7sH0PidG3uIpeHSqvMlCbJNAWye80zGzE\/nvl3XQLpl9q1pQIEW8yRueKFzTmMBfhPhz3ngxs1ChXrPYZEPmlVde\/Tf6vHcIi2dzj9pThdJlUpBoLwTpQPAw0DqCmCC4CyCq66zwKtIBMeePifcDMQlUTjndE0aXzn+\/Job2N6JeE35Z9IPnBExz9Ex\/aZZrXp61QL6qULtFd6cID7CyKpLN2nqtE3lkjHTUMwmzt8flHnplny9Q5dIEdpxqG\/XQq9z\/DGkGZxYoJniN8T+WVv9DyN0t8xvRHdPWD5TAlkt9JEsuIrTIg\/4Ir9LTcGnDxkqwjLFquO9Iwz282\/nU6aQ83m6Kha+YIpEywdv9SLQRcb+PYsJ2X\/4bJqvE9m1Vz7WcWiD9tcmtw3Dk2Pc2QRzpRKz4RRQxQKoEUNTjL1zfpr5JlyhGoKcbVb1IgB7r+Knrj4XZyxYfLo2Tjmh3SVQj72mPbDC\/z8SDEAz1Ii6JfbCCDbdPUYiCVxzo+JPFZrPgDIFUTYqSRk69w42pwfS2TI8O9BRM0c34qp51nc9s2AH547BGt2pSgS2xg4t374MFxf84nsl6ORR4C8\/5va\/NDpKOGsz5BdwwXVYFr9gqaCbDL4lQHMn\/vgnAH7CIILN3yiLqtB1+NavkoAWjAM1lgb\/8UMUGdtU65zEst6W6y7z1rUWnwY6zLvmKM8YNuRmD6xN3fduLRFYwKakjfipIdO3ABGHiwjK2cAmWU0hsZucoQTIwa9F9PPzb5AHI77RUBZE0fAxDTfDjtutd1CD0D\/UrtkTaYto8sfboKhrLNLM0z92X\/eXIEG4Z8BhwBBLUBtLxR+iWVamHoVMgnzzSn4tAw\/03UlP2kvO8tui4t5UqDMR\/sdcsV1o7bPDYsVJ55kyjBBN6SRYF83CoSslzlkAnEpqbKhqbMhhUoyTpou9BZIZ1cIUg2rUmbj3Dp8nhZbT7L+USgElynzyVtdP9O3fvu7wbS9D3WqH6tBI4mbFv2LSSi41dpvGVPqnv3DlVOLAhrBDjQ9usErEgl9dFAbLt8uR8qH7ZaIAP6FePi42V3QiDm6mr9B+rEEF3nCiSsKQHgf0P6wA1ir1a7kwCddt8IuW7JPSyUB5at9mm85vcDSPHL6AzCw2Uudm8R\/oHN3jLEpCXZCL6D7WQoRq84Tl7t+tz61G2ginzHKEq\/o2JGrrm6BU4pVcXSX5RIZ\/yFq6YcAubEck0AO51EQuVjCxxt2Rq42gavN19RzAcSn1ILfdVIjcz4a76Q+TRrLAju7SI8Ue3Ni+5Z0l9eRAlHzl171D0Ao6+H3xAP9jo2YMYw9U\/BAzIxGe8TAPsbo1mB1FNpLW7hlxzZ32eOPUVMvU20olJTsc=","iv":"fd33b001305a1c46f36eae21b8fb9448","s":"c3f2a1250eb952d8"}
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