- 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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Y7ZhWp9ZxnH2gFBeDMiVObU7Ssp2cq5sqdoDAj9tSfcHqfbyZroPCvn42lqgjF2hAB2LHlVwhqyGrrWsaRxfZ+LqG\/J7QBy+LDubc4T2sC+70knvXhtbQPKC7JRu93yUxV6cztTQJ9yChWMBnuRwhiwd7nczporgtWhA2QJSdTf+UWeQj0FivZ6NCxSQ3I0Oz5kFySAzly9oLs9ix47Q7KCzoRtm\/hXiNIQS4y3NdDA191nWca3++\/5Wz2TiaBBHPL2UXrMd\/2z9hRU9yMJs4YQ9G3ZCSwhCGuMdnZnEcCpsdhv9m+K8QfADHxf52zn1Ivwxnd90w0tCrsEA6ipCBb2ZLsUCQV5y+OfLY+2u1V0GSAprvkIs4TywJch7AfMrhhuz3wriUL9ccDMHb+l6zp4Fe3\/+TD5mjNLA5OL22iWj3W1UQKZhovOGe22Xj3HIY3XuBq3fTKl0pC2\/98aOEnAQjt2M+h2dQ9N\/RrYr\/WoDUD5P6zvASyMW9OejH6c01oOnkeaP7X3C7r\/vdS1E\/d08S34uJdwdsmJRGyuxKVAK7+8CS0srGWeWRUhL9+62QidZ1qVFMB3fxjihIzocwoLI5m2cY\/KaqVTkusqNS\/eTGp7j81q0Em+6zOaNpMIADJzKrl2+eS6Vaot+vrm6ltsUE5GvJNW6kXtAQwnRYirvBILH6MXMf3gKruGXPxoWuRXAWc8E\/CkeC4Uo8IXdH0RZxTA6XxsyuUUmsee5CEeqNXWAoJieCq3OexwsMMzvg25fp3fkIZ9mqfbDwNS8uICQfpMSqCs\/Zjb8XWsG7oExg78FgeSrzSgR+F5GAjF9uPaKKk+DAF6fXYnyQGTUBXS9X\/Yxwhe2eJDAd+nwWAbzm1sbfBqwt4c\/DOjvKdBgJEUQFQRFlhUFbQgn7c8U\/M7KTDeSF8eAhbarJV6Yx+lgg3TJ1oQb8xjfJKe46rS0K4u4f3TgwiwUAcyuw9P8D3SXjyIO6\/6cxjcBRN0VI2xzEP7o02zIG9WkNMOwTYnOzntK2tzlrkx6UsRGlEzo89PFTYAyW5hlQbsyFfZSpMy1GPAOsggaGxsbDx2vBbc0fDnkzmX+XEuO8AV8gLOwgi37FvHgQsNnVpBzLvlcDCUlOeiXvUdmiqKMCu6ys88mm70wWmcH8ZW5ssQzKg7SJzy\/UkslgfDcP3clyfvUVIf16CovZUaepOleTNiF8TtAvzzk\/o0U6zfc\/6eGhuh8t\/iz4JSpZHpHFd9zodmetawNaIgjL8reIsbPDyAGo8lA0eZscJfaW461jM+wDlAlDyWyyqsaS904wabtWm87Kl\/kI4iQuQFCWe6P76mUAIuFQ6tyVa+Jwn7Vmo+vKUTyUDXD7NRKoxge8gtWXtPSP+1QZibWMZ2bNTFJ1VyIulZcpB5SwCHppuerqIJVY8mjGsT9N9hrBLn1J+yj\/60XVXni\/GbmpLHcwPF72iPw75onO5ZAJImH5+8hb\/G2t7NRqLMOjil0HSU4DWaGod99m7aUmp18Q\/iNJFAhmvtWwwEY81eH+iC+HGKE\/Ed0rTKjGujw2TqAfX3EMNyOXvu2EF7r3rocQUVhnQjAstx1K\/swhwx9kta1YPO3voKIiLbnOpaQHZEDR4z30M\/ZbnOxCyW5sSzX0teqXryC6zOIlKocY3iyG2g84eTUoNt2eTltiRVvcjN4D5rXibUpsrDfh3BMyDoGOPGSiRlRkGUNLKS+RSGJhsFv5XeetPP3AueJE3riWQfZluIRTsKEWw\/oRIDtnS30SCuIrjD3lgh23\/w0Zie+9wF3TN8fhvRasTD+z5DkZleYhEWte3Z6GS1hUnR8N+yfeAt\/Lp7TJcZSYE5tkpVkQUxsnKOzlQMtapCmgXUjHo9wb3Gt+qIIWhkrUXiveI98NXl0djVjF6k5wK60z1bUH141QjZJ0w5Vz5wWjk6l3+SwrjtXtNdMA3B80Egv6ULiwfSoRFpzMnk+PYc1fyqE2dADMb6KebWwWtM7CnG9TOhnB22+fkzTlFBcUP00QkSaqFpvgPFzpADb2hB0AHVZ3FjCnDaR12RarFseljprhgl8o+S6Qa4ZykgtuLxPCQwhIXilP85t86+mVbFS4VVt+zU3O6vz590+wW0neQ4rgewtakfYHQawuT4BGmDdx\/PlP7eb7524BOcpho4+oqGdsWOPId10i1jxbM3MfvwmcLvuXquyENaesZNdaqvq7EAWLgM\/ztF4fWhMQQE8UcdpMRtHxS61dleXaOTa6WMahr3Xd7xS1D+YDVoVCkF7rjlWCe7VrDaqUdrxKEMyZfCZtB+uQynAWoStX9w9SlGYcb8eVQyoXvu9gj3gujoeET8FHVE9Deau1kl9weg8z3Y6mExKDLD3BKrSA7UMLVBCHu7arDC7+DNgdLoycYvr3MXu+bU1m0bFX4u5KAPhRacSqD0+lrj7lIewwgWJfvx8MbQNGGuTpDL5CpldgBRTynGQFLjnB41PbItLczdIdsgBiVhBsrbQZY80yPPcv0SKBY\/QwdGz576ZX27b8zZ6ReRHCPn3VrzUY\/EJ5Q12FSLx1kxQGj6lF062Z987q94k86+cbF81jO6N5pbrHtdofWQlonJ0jPvK7g3YgiEi\/HPxgYmGp3jT2BuwysyKmrTfYofpSA+ONL1vbpADJSoQ3ThZOgq7AOgM4hOXenuRHUI6nReGYGT8MsdmMDuLjLpTkWXigZ\/78AGr6onuDDDELn6W+6x\/zlwq6LMndr+ms47jAl+yAz7+V3rYcs6Andksaed7yj3a1I5sER9CPpwD+eUAvT+LA9eiSHrINzDux1IYoQ19RCD9XFn4kpNLBHU53TbiK7Tt4vO+XUHPBXfTndPOUmkw7\/0IbiREf2u6oPNsbzw49NaQkp2lGp2KIQiyBNzW\/E8IEXn8IOpAPaHDSr9Q8lgCp9O6maBGG4U4ZSMEJBeITZT+cB3qJ8gbP0jt8qCP1QGSDfQoFcDLdNIjXscU\/npmlLL0QIBTQxGXbTxBQIy5yPxiTgSi2PgJ9FTY2wYTNhXSsnRBnJ13BoxmMt0ysvCoq+FV2EqSyqC9+LvpsLkxm5O6dkB5K5y6a7s7FVqr8iMBRWRlR3AQr4LRRYvNZHqleRyGHkhk2vLQ2HYyqlpAVGFq7gIhx0nVKEGGRyylODgoOKcrW6jAUHhgr3xN4Ashx4SqBSHo1a4pZW+ntlhmGsokPOK6nb4ddEORYoK0oL26mI89tQlNt1wmMRnPUs30uTex7kU0XZ5uZHOaQgYCJOk4B1v0JuWQiapMYIf+v+1OnZVv59AmGsFaRHlGFypiBptuC3B3AsAaMGLGdpeOnVtYHh\/J30iktHjEX102Z1IVreY3D6hUuVJErULg9nOheiuW4KkDHKFNlTOqL28mYwduLjGM1V37uMUzhBuzCotbM4IO4tu5BVE1i4sO4ZczJiDFTI3uVQCi6S3\/ENhbmcycXfAs33oK2VRDnybkD9MUDwpg+li6YcBqO1ZE1qtgFpAuH9sXREnT4OrB3CqaLqo8E7UMsWjXY4GYFiJzqbAlMv6KwkmIpo8r73bqrhSbTRkWRTLp3jbivI2JDbqK0mbMBSLYB\/WBc4C1RsS2IzKASSkxqCst0OfdrJ3y5BvVAYbHyCKW217Bdk4iRx9MPemWwLrG1gDeG\/TJPUJiRT69q8MIhX6fNnm4HOCRbkqWppfKX1O291PcaSZYU1bpBqK\/avEIkCUOCmXN\/EJiNByyGVhflL4y3ednsKdRxJBjug2QEU8pXVk4obdKLFEGuSJUmUY47aqLrc1NaTAZ5J4dvuzRX23ouJfT2phDc78MlaF2un1Iwg74uS62j6h6rzkFm7QejDBDNQ6nOd\/s2EF0JthB0qy6O\/NcI9tK1BZ9M9t36LMLda24HvtbgiBI6H4nlAP1S2F2N6Rj2trn9+zO2Ms72I6IyXXm7JXrTg2seR+pPIy3\/pPG1vRC43IvmfJSQBnU7+BvtEfVBfobo4KKvJ3CurQu8jQFLnCMVJnQuV4HNOZArEQV4mZ5heOa8J9IFj2wz+jDoe6aV3b6edRSuK9SyYAZEue2gPF5SmMTOW3YZkYtPbIzi35\/XnQtaYIlJhDwKTddKrY1HuUeXiLaPWyCIt9SD\/4nT7ztQ2j9qOhIBFRwfJ6kJEI8KI2BI5k0BjFyEFmeljUQ0xCi6qI40qvka9hCvzQ\/KlPYCh4uqsM7MGavXMPYGVYEA+GHRRBTKAoYqgiKAXBiExw\/D8gyJsMo7eF3MMKfwrh\/VUOC6eIOKJlX+09JvTTeSDZ4qo0MViO8pIF1sCqXXrL8EDkk4EjVHcr7YySphCnbPNsvAIcAzPeyuA1D6GjWL\/3runPLSQ7nOI0rx+VTPZOEL9zfDih6Xc8WKSzmXdRqfEm+hEc6GkjpZKUB6jC6qtreGCpREONISna9m1if2NLBD\/hYwBNcdDtZ3ulcztH0Q3QQ8GtBeRo+UOBWVahiburPd3svAhG9lZZem2Dj2fOh23h6AkfF3vhoZ0RoU2yCz1Zbz5USCXBxQB8yvPxt4xow\/OdLHGtTwuOQ6JANKlvZYkPmSVyt+dO76adzuRAMlWJfiHyASV0B9a5lYREYSM3cdnuclg\/rZvlohkze0LE6MvWB+ENOmvvOZlm06+y\/PGJTPW1shpht+YiG5r+w1Nz2V5ByBznEnCSJg1XYygSiBHZdmpO52lln2yvGrvSd\/K4XC3CZIl1XEEEATBFC8Cu1ml5e6HMnNGmIJ2r1mBlE2xcyVzNvTiz3ta15V19jEgcyAFefOIQO2AgqIb7kWVokyrjnjSmmQ06iNW8qwWtBYTGPf5tIq4SZPYpGpoAo2EeSzR5AvL0bhwoyHdf4VLlfYvAKNCvISUyMh\/F7J5IW9+KHmfZtsOaHPI\/Fl1yOLpbkp+Yp5LFCP00Vp4bu1WoZ0hlP84rLvX6v9oJoHpIGOhFW\/wQ2stP8SJEZvpRwwA2wlq8Ax01a6Uvo1iMHPvnSDN6JYLe50QgPB8jIXCinp0BGdCpeuRjqOQCGXv\/LBUGhovJfK+AEUc0YNA40X1qO9ZG5gWhkbm4YCvkxLykA6fO6LFRIHo4OtcTvr2Es4qKwoPNAvGGa8a\/HiLOMWIJh94mnGnU\/Dl3TL6g0353elu7UJN8YX0od3LO7oRZAWFCBhDGkJ1faY2S6xlblcdOZzrGae9Pa+DIR2ctWCsF27qH5c\/3KMSEb7xAG3a0OswY+ibR+KcxHfLO83vBAlA6MmckvX1tI6mDnn+3cBAsFulKOqoBhsx+Qukf0O6qcHlUWgwnwxxl8BurKnRY5PzOK9aoc9Gg3vJCqDg7ydzFpWjuW1gayrp5k9xBpmt8i+9NwVmMxZIztyTRgWV43dlTBZOUfUMWecSSPeWMgYtDDA+CrhLGKcWx7XxY25SoW6XNAUjws9VBU51xalTFp6nw8RuuKJrxkq\/YP0YSmOUjcdpNByouGgsfd5xH53UmSYr6bHKfZNZtjYCU+bGSJ7UF1B9i0wPiGR7IKIkHUZDDbfNQQmzxHyx0dSmktlebQCidCSGoxejMgLHDWYzI3dJ2HPyQgaZm8VGhWSm3q1Vyh0ppFI\/76\/ddC7K3\/oT2vDnsQbTRX16QPGLhHpGF4rUefrso7MhHEvJkDNJshZ29wbDoleQU9dHcSztIcu87\/fQ5ZIHQhyUC\/1HJYDuNdLHFzA9nbfbajnLxevEponUXc6d7zuEx+3lWod5G9LkIuMcUMAehtK+ie9URg9yuOeXMCxdCbRYkDxdgQQVui7QNeFNshbQUpkh05nY5ecqpzRQJrC+gKzcso7sQSj5tLHwSGRzbrgFubHz9ut5fWP9nCxddBaUCqyN98heXUOd8B64YDKS5UGqGLMvX37I+RnQMC7q22sO49sni8SG327R0gHqv92T9FaA8aect\/jOP3SgB18Ue9RtEFR8+7alyQ11zjoZWUUCnVXF5OhWDgqCjd\/UjrkoRf7hGZiWqob\/AoVX\/xf+3INUK2ihhDpqdJ8NFReN8hbusibb1tV+YvoS6g0cuffsP+WR2cFnA5XvsS5FcIhOMcSqXSg\/X1AGNO9Np6J12G9eENovOcF804x4\/\/vNJjsb7k932KlCAJJoTw\/vlKSu3c25rJf8cUEEK2j9RXT\/9X6s33FrSdVy9flctF8F3Ew\/sx6YnwEj1NFn98F6OzDUVnS+WRQfFK8cQjQAEUoIN\/KWqnDgta2rOfQ5mjcEio\/njUhb+JRXNXXvh5Us\/RpUkNIaOPCcjWCIsJND9e+prjMDceHGkEiOLXqDMglTAAj7f3nYjo+TPxf75NDVhB3U2V4TYTnjwNvc9YIkZRyRhc1QOzOqRGJYNe06UCHFc6xleLtVSWDy3QKEQVvhfwjZHVm596ArwNNlnGump67w\/cG6TDGaEtBbnQcBxHlyst3nOcsumtiFZI+kAcQ0SrlllAZrky165SbDsye2u0DO69x89HrnDT8DWbbj4O82jv6bHclh9oXGTkNNKWPwiw0SMWhEkj6R5Ohl+6+0Od\/LxquH1sj6jZnYoCb1adPV5DvHmrvxDkj2fu1f7BTvDHBOH2VgvewkFvTfSdkwQgjoCKmpbMuq0L+uo\/Ck9ZHYXkkeXrTJDF76encpW3CBK7JaKt8VP52ThFeTK85Z1qJbG5kKvyip7Li+Mfo5k7jYfH3makJ3Ss6cUTH\/00IbjaLt5kTGw1\/pD9W+i43f2HvsJG7DSLfinks7EmDjqtsq4453mPMiM0TSxRf+0pRakmohTdyiu9cTBf+qlScqQhCIMSYCxUxA1gU5RDTNZdEzw3fDuTAMLl0y19alWC\/GwQvZifeMVm5\/Etc122fURj68sNk+pFkpuSWdrZHZvGFijeqHs4BrQwGuiDIc7eEVMvAdtHpzkJLAijvJgQQVRTykWEwPiYEdQCpK\/PkHTRC5LmU2C5PUVzTKC6m+mr5+ESmM8DIuWrBBsDA\/8wNNvML8a2J2na01qrRfpHpVJxlEbjzZmEbHnH2qbqaCzxEZuGfZRR9Tal\/plW9WnKJYzdZWTvLKu14\/5MfRHymnVpKFbPR9mFRMfIypDG8bE1k6FQsdeeCKJh+r2W72phA\/f4zYRp+zcgXsU7HTfJ890f03rt2WlhoVziJhL6131Qzdm4jmLdTqHWo3gwwgtU+r0CosOaaw\/OqmxmGJxwstmp+A5rW5T43sBzJ9Zt7eZneNysHkeHbHivbUAd+2Zyr3sBg067s6Itvx8qZw7HgXxwLGUyG8j9lLzi1AXcVqILS6g7JYQBfFCMP30otLtKZ+ypsunr8\/kPAft7zRfJCSy6MVBTf0wIpuUsAZSzkDrSvaEKUqchSJDwaulnyx7wKIgWOQq5+MqDtNz4DzizerZaATH8IDYmH0rbyfhdSD908W537E9Og=","iv":"f4f2ecf7c5443e17e254e3e81f5dd409","s":"7f97db88500a3782"}
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