Earlier this year, Twitter introduced Web site cards that will likely help luxury brands boost click-through rates and steer viable consumers to useful content.The cards allow users to preview a brand’s Web site content directly on the platform. This development joins Twitter’s broader suite of advertising tools such as tailored audiences that have been released in relatively quick succession to gain an edge over competitors (
see story).
Apps galore The consensus seems to be split on whether brands should focus on mobile Web sites or apps. Mobile sites tend to appeal to everyone and are easier to connect with, while mobile apps can typically provide a more immersive experience.Although mobile magazines and libraries do not get nearly as much traffic as social media, the medium helps luxury automakers build rapport with loyalists in ways that can influence sales.Mobile magazines allow brands to cultivate content for discerning fans without the transience of social media, but motivating users to return after each update tends to confound. For this reason, updates become more tenuous as time goes on, giving fans even less reason to return (
see story).Apps can also improve the in-store experience.For instance, French department store chain Printemps is helping consumers find exactly what they are looking for in-store with a new mobile application.The app uses geolocation to let users pinpoint brands, services and their friends inside the chain’s Paris Haussmann flagship. Since consumers are very likely to be on their mobile device while in-store, it makes sense for a retailer to aid their shopping experience with an app (
see story).Appealing to Twitter's engaged audiences may help these brands drive conversions."Twitter is a discovery platform - and it's where shoppers go to stay in touch with their favorite brands," Mr. Riedy said."Consumers research new styles, brands, and trends and our targeting makes it straight forward to reach the right user at the right time," he said."This makes it an ideal place for app marketers in the luxury industry to stand out in a crowded industry that already contains over 2mm apps."
Final Take Joe McCarthy, editorial assistant on Luxury Daily, New York