Lara O'Shea

For every digitally-savvy luxury brand, there is another falling by the wayside through a misunderstanding or disregard of changing consumer behaviors and cultural forces. Successful luxury brands are adapting (and embracing) our changing times, while authentically respecting their own history and heritage.

This report explores four emerging consumer behaviors in luxury:
-The luxury sector is not immune to global trends and macros forces shaping consumer behavior in other… Show more

For every digitally-savvy luxury brand, there is another falling by the wayside through a misunderstanding or disregard of changing consumer behaviors and cultural forces. Successful luxury brands are adapting (and embracing) our changing times, while authentically respecting their own history and heritage.

This report explores four emerging consumer behaviors in luxury:
-The luxury sector is not immune to global trends and macros forces shaping consumer behavior in other sectors.
-The meaning of luxury is expanding: the luxury of having space and time is surpassing desire for audacious consumption.
With a backlash against extravagance, luxury consumers are being more purposeful in where they spend.
-Luxury consumers are becoming harder to define, creating challenges in targeting and reach. Show less

Report prepared by the Research Studio and Inclusion Experience teams at VMLY&R.

Explores the importance of data and data-driven decisions as essential parts of a brand marketing success, but warns of data reliance. Advocates for the importance of human insight and also valuing those things which can’t necessarily be quantified.

A call to marketers to rethink how we speak to, and reach, consumers in a post pandemic world.

Available on VMLY&R: https://www.vmlyr.com/news/what-marketers-need-know-get-gaming

Gaming and streaming were already on the rise before the COVID-19 pandemic. However, with the onset of stay-at-home orders, this trend accelerated exponentially, causing a surge in in-game advertising revenue of 59% during lockdowns. Viewership on Amazon-owned Twitch, the livestream gaming platform, increased 50% between April and June, and Facebook Gaming saw an even larger increase, though off a smaller… Show more

Available on VMLY&R: https://www.vmlyr.com/news/what-marketers-need-know-get-gaming

Gaming and streaming were already on the rise before the COVID-19 pandemic. However, with the onset of stay-at-home orders, this trend accelerated exponentially, causing a surge in in-game advertising revenue of 59% during lockdowns. Viewership on Amazon-owned Twitch, the livestream gaming platform, increased 50% between April and June, and Facebook Gaming saw an even larger increase, though off a smaller base.

Gaming doesn’t depend on any one platform or demographic, as people flock to gaming on their phones, in social channels and in the cloud. Because consumers are seeking new platforms for entertainment, marketers looking for effective and efficient communication channels have increasingly turned to platforms that were once considered exclusive to the gamer community.

As gaming continues to grow in prominence, it is becoming a major avenue for marketing. Many brand opportunities exist and the field is becoming crowded. However, to determine the right strategy it’s important that an appropriate amount of rigor is applied to ensure the right audiences can be reached, and importantly in a way that feels authentic, and right – both for the brand’s reach ambitions, and also for the value a brand can bring to the space.

As with any media platform, acquainting yourself with what the different types of content are, who gravitates to what, and the best way to integrate your brand, are paramount. With gaming, it’s also crucial to remember how its two-way nature makes it different than other media, which impacts how brands can “play”.

Brands who want to make gaming an important way to reach their audiences need to take a close look at how gaming breaks out along demographic lines, and also at how marketing opportunities can best integrate with different platforms Show less