The Importance of Integrating Digital Marketing within the Sales Strategy of Luxury Brands

Abstract

In the age of digital technology, companies around the world have to adapt their strategies to the new requirements and expectations of their consumers. The Internet has revolutionized traditional means of marketing, being a key factor in globalization. A market sector with hundreds of years of tradition ,such as that of luxury brands,is facing the necessity to introduced new,innovative strategies into their marketing plans. The purpose of this paper is to identify the ways in which luxury brands can adopt digital marketing strategies, highlighting the benefits that could be gained ,despite some incompatibilities mentioned in previous literature studies. Thus, we intend to contribute to the clarification of certain aspects present in published literature regarding luxury brands, their perceived value and their image, determining the influences of digital marketing on the aformentioned aspects,as well as consumers` consequential behaviour.