11 Irresistible Digital Marketing Insights for Lifestyle Brands
As mentioned, last week played host to the inaugural Stylecaster’s ‘State of Style’ Summit in New York City during New York Fashion Week. The day-long conference took place at 92YTribeca and featured over a dozen panels focusing on the digital space. Participants in the industry included Mashable’s Lauren Indvik, designer Rebecca Minkoff, Gilt Groupe’s Alexandra Wilkis Wilson and Donna Karan’s Aliza Licht (aka @DKNY).
Here are FMM’s eleven of the most memorable insights taken away from this educational event:
1. Identify your target consumer. According to Minkoff, before launching something new, a company must ask itself the following questions: Who is this customer? What is he/she doing? Where are they going? In doing so, the ideal demographic can be realized.
2. The difference between an individual’s voice and a brand’s online is the authenticity. Consumers tend to respond best to honest dialogue and story-based content.
3. Recognition is a privilege, not a right. Because social media is a conversation, companies should think about what they think would want to be read if they want to gain attention.
4. Intention converts into action. Make sure your messaging is as simple, clean, and tangible as possible. If everyone can understand the purpose of your program, then it is guaranteed to attract attention.
5. “You don’t need to intimidate to rule,” voiced Licht. Known across the Internet as the voice of Donna Karan International, she knows better than any brand—particularly in the luxury sphere—the importance of approachability and accessibility.
6. Find out the source of a trend. Who or what makes something go viral? Depending on the craze, the location of its birth can range from street style photography and bloggers, magazine editorials, or even a popular celebrity.
7. Follower count is not the ‘be all, end all.’ Darren Herman, chief digital media officer of media planning agency MediaKitchen, wants brands to know that “you don’t need to understand the numbers, you need to understand the insights.” What does this mean? That engagement and response from an online-based project is just as important, if not more important, than the number of followers an account has obtained.
8. Promotions offer limited social engagement. According to the ‘State of Style’ report, only 20 percent of online followers are driven by a promotion like competitions or discounts. In order to increase engagement, brands must be to-the-point about the purpose and usefulness of new campaigns.
9. M-commerce and apps drive both traffic and revenue. Alexandra Wilkis Wilson, founder and chief marketing officer of Gilt Groupe, reported that her company makes over 30 percent of its total revenue from mobile purchases.
10. Don’t exclude f-commerce from your social media plan. The Doneger Group’s Catherine Moellering revealed that there will be an estimated 786 percent increase in e-commerce campaigns based on the Facebook platform from 2011 to 2015.
11. Have a hacker mentality. Don’t be afraid to put something out there, fail, experiment, and experiment again.
In addition to the discussions, Stylecaster debuted its first ‘State of Style’ report, a detailed analysis of style and fashion trends commissioned in partnership with Empirica Research. The report is available for purchase for $999.00 by contacting firstname.lastname@example.org.
Sara Zucker – Contributing Writer, New York City
Although she pursued a Masters degree in Library Science, Sara’s been trailblazing online since she began blogging in 2008. As the former Community Manager for Glamour magazine and current digital analyst for Nars Cosmetics and one of the fashion world’s most popular bloggers on Tumblr (Farpitzs), Sara has been featured in Lucky, Glamour, the Wall Street Journal, Stylecaster, Blackbook, and the Seattle Times, among others. She has also worked with such renowned brands as The Outnet, Club Monaco, Cynthia Rowley, Ann Taylor, and UGG Australia. You can follow her on Twitter @SBZ.