From Static Digital Luxury to Participatory Luxury on Social Media

[nrumohammad0]

Social media in the luxury sector: digital now plays a role of primary importance within marketing strategies in the luxury sector and has reached a level of maturity and articulation that makes it capable of overcoming the opposition between the essential exclusivity of the product and the accessibility made possible by new technologies. We discussed the process of integrating digital into the marketing plans of luxury brands in a previous article, highlighting the centrality of the concept of digital luxury experience for the construction of a pervasive aspirational value with respect to all touchpoints of the customer journey. With the spread of social media, this type of experiential approach has become even more advanced, thanks to technical features that have created the conditions for the development of new forms of participatory creativity .



The early years of digitalization, the years of Web 1.0 , were marked by a algeria phone data substantially top-down use of the new channel by luxury companies. Wided Batat, in Digital Luxury: Transforming Brands and Consumer Experiences, speaks of an “era of static digital luxury ”: technology and content are used in an exclusively functional perspective, to facilitate the dissemination of information that would then lead to offline and online purchases. Digital marketing includes aspects strictly connected to the transactional nature of the interaction that occurs through the website : the delivery of goods purchased on the site; the download speed of the site's contents; the offers of online rewards, such as vouchers or points; the location of stores by search engines; the visual interface of the contents; the ease of navigation and ergonomics of the site; offline assistance to the user.