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Burberry leads the way in digital media marketing

Isaac Mostovicz writes that that Burberry is embracing digital media such as facebook in its marketing...

British luxury fashion brand Burberry has chosen a Facebook campaign over glossy magazines to promote the global launch of its new fragrance, according to this article in the Financial Times.

The company has revealed that it now devotes over 60 per cent of its annual marketing budget to digital media, over three times the market average.

This goes to show that the luxury industry is moving away from traditional print media in a bit to engage with a growing number of tech-savvy, global luxury consumers.

I have written previously about the need for luxury brands to be innovative, creative and at the cutting edge of technology if they are not to fall behind in an increasingly competitive market, and Burberry is just one example of ‘traditional’ brands embracing digital means of marketing.

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