Written by Ariad Communications on December 5, 2012
in Strategic Marketing

As luxury brands look to cash in on consumers’ willingness to make more purchases online, they have to have a realistic expectation about the kind of social engagement they will achieve. This graphic, published in a recent issue of Report on Business, highlights an interesting relationship between social media engagement and wealth.

Passion brand, such as Burberry and Louis Vuitton are most likely to see a lower volume of online sales and traffic, but a disproportionately higher numbers of online “Likes” and “Followers” in the social space.

The insight: Income doesn’t stand in the way of liking an aspirational brand. But brands that are more likely to tweet or post about deals or special offers tend to have less of a social following. This aligns with insights we published in a guide [pdf] about the role of email in in-store marketing. The insights suggest consumers prefer to interact with brands through email, when it comes to deals and discounts.

Download infographic.

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