After decades of reaching consumers behind clear displays of beautiful diamonds, rings, and necklaces, jewelry brands are beginning to notice changes in consumer behavior. In just a few short years, the physical and virtual paths to purchase have converged. Partly because of the adoption of mobile devices and social networks, but also because of how jewelry brands are starting to market their products. Once rooted in traditional modes of advertising and customer service, the jewelry category is starting to shift more and more of their attention to digital advertising channels to keep glimmering in the eyes of consumers.
Think for a moment about how your customers are experiencing your brand today. Where do they learn about new products and collections? Which channels or devices do they use to interact with your brand? Do they look to social media channels to find information about your brand? At what point does a customer make a purchase? Where do they make that purchase? Online? In-store?
These are all questions jewelry brand marketers should ask themselves. The answers to these questions are not straight forward and are indicative of a new customer journey – a journey that is more maze-like than it is linear, especially when we consider millennial and gen z audiences.
With digital advertising, companies have the power to share engaging stories and make product introductions directly with consumers via programmatic, search, social, native, influencer ads and beyond. These virtual touchpoints are lower cost than traditional ad placements like print and OOH and accelerate the path to purchase whether consumers make purchases right from their mobile device or desktop or in-store at their local retailer.
To keep up with the rapidly changing jewelry category landscape, brands need to take an integrated approach to market and advertising – one that embraces the efficiencies that digital advertising brings and focuses on a seamless customer journey that includes the online brand experience. To give you a leg up, we’ve laid out four things to consider for developing your digital advertising strategy.
- Audience targeting in digital can be surgical. Stop wasting budget and impressions on more traditional channels like OOH, TV, and radio where the ability to reach your target audience is limited. Be sure to leverage data like household income, geo-location, and even shopping history to find consumers more likely to buy from your brand.
- Online advertising results in in-store purchases. Make sure you have a framework in place to measure the effectiveness of your digital marketing spend.
- Make sure your co-op program and national programs complement each other. These two budgets should be working together to reach and convert your target audience.
- Your brand is one of your most important assets. Be sure to have a plan to ensure your creative is showing up on premium publishers alongside content that elevates your brand.
Interested in learning more about the benefits of incorporating programmatic advertising to your brand’s advertising efforts? Contact us here.