• by Masha Geller , March 31, 2003

We always knew that the web is an excellent vehicle for carrying your messages to CEOs and other high-powered big spenders, but what about those who just have a ton of money to spend but don't necessarily spend their waking hours in an office? Again, look no further than the web.

According to a new survey of affluent consumers by Unity Marketing, the Internet holds the key for luxury brand marketers as it has the most influence on luxury purchasing decision-making.

Topping the list of media that influenced their last luxury purchase, the Internet/websites was named by 44% of luxury consumers as very or somewhat important. Articles and reviews rank close behind, with 42% reporting being influenced by editorial matter. Traditional advertising lags behind with newspaper ads (31%); television programs and commercials (28%); and magazine advertising (24%).

Based on the survey, the jury is still out on the effectiveness of image ads, as luxury brand and/or company reputation influenced 82% in their last luxury purchase. "But there are many tools beyond image ads that consumers use to establish a brand in their mind," said luxury market consultant Pam Danziger, president, Unity Marketing. Running a close second to product brand is store or dealer reputation/brand, named by 79%. The recommendation of friends (word-of-mouth) is next (60%), then salesman's information (51%).

Unity Marketing says luxury marketer's websites must become the central hub of two-way communications with customers. "Websites must become the platform for all branding and marketing communications. But marketers waste the power of the Internet and minimize the effectiveness of their websites if they simply transfer traditional marketing communications from print or TV to the Web. We should start all marketing and branding communications on the Web first, using all the tools, facilities and capabilities of 21st century computer networks, then transfer that to traditional media as needed," the survey recommends.