Pixelcarve Blog

According to research conducted by the Internet Advertising Bureau and design magazine Wallpaper, consumers are more likely to purchase premium and luxury goods based on ads they see online, rather than on TV or in print. Additionally, 75% of premium luxury consumers indicated they go to the Internet first before making a purchasing decision.

Now more than ever it is critical for premium luxury brands to utilize the Internet as a key component of their marketing strategies. Affluent consumers are very web savvy, in addition to possessing modern computers and high-speed Internet. Their internet has become a natural extension of every part of their life, from social to finance to shopping. Premium and luxury brands have to advance with them, or risk losing relevance.

Sarah Crawley-Boevey explores this trend more in this great article.
http://www.brandrepublic.com/News/784753/Online-ads-better-TV-promoting-luxury-goods/

When was the last time you clicked on a Coca-Cola TV commercial? Yes, that’s a trick question, because you can’t click on a TV commercial. So why is it that CPC (Cost-Per-Click) advertising is getting all the respect online?

For years we at Pixelcarve have been fighting the perception that click-based advertising online is the only worthwhile investment, as that whole concept flies in the face of years and years of proven marketing methodologies. The argument goes that CPC gives you solid metrics and therefore you can track every dollar spent for every dollar made. Well, putting aside the fact that metrics are by their very nature flawed, and often provide grotesquely inaccurate information, this argument ignores the fact that TV, radio and print advertisement has been very successful without any form of direct audience interaction. Consumers are affected by the messages that they see and read, not just by the ones they seek out.

Finally the obsession with clicks is starting to evaporate, as heavyweights in the ad industry like Gian Fulgoni of comScore Inc. begin to address the major flaws in this system, and are able to demonstrate how important display-based ads actually are.

Check out this article to read more: