Reaching the affluent via social networking, is it possible?
The Key is How the Affluent use Social Networking
So, let’s get to the bottom line. Social media is a great tool for luxury brands to listen to their target audience. The affluent do not FRIEND luxury brands on Facebook Fan Pages. Focus your efforts into creating the relationship at your company’s website.
In fact, to quote the research from Unity Marketing:
As for the future of luxury brands on social media like Facebook, Danziger advises luxury brands, “Building and maintaining a relationship with your affluent customers is critical. Brands need to think of the social networking aspect of their own websites. They don’t need to have a Facebook page to ‘friend’ an affluent shopper. Brands can friend their customers through positive and supportive online interaction on the company’s primary website.”
Demographics of the Study
In the survey the average age of respondents was 45.9 years and average household income was $239,300. Nearly 20% of the affluents polled were classified as ‘ultra-affluents,’ those at the top 2% of U.S. households with incomes of $250,000. Virtually all respondents use the internet for personal uses, including shopping . Further nearly 80% of affluents are social media users.
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