The most successful digital marketing brands create multidimensional personalized experiences.
According to this research paper Luxury Brands in the Digital Age, Exclusivity versus Ubiquity, there are four dimensional factors to consider in digital luxury marketing: financial value, functional value, individual value, and social value. The authors cite Louis Vuitton, Gucci, Burberry, and Viktor & Rolf as top digital luxury brands that embody these elements. A more in-depth analysis of this report is located here on my ekreckoning blog.
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