The Condé Nast Group organised the ‘Condé Nast Digital Day’ in Mumbai on November 25, 2010, which showcased how luxury brands could effectively use the digital medium to connect with consumers. The aim of the event was to build, champion and grow the use of the digital medium for luxury brands.
The day started with an opening address by Alex Kuruvilla, Managing Director, Condé Nast India, who spoke about how this Group was the last to enter the Indian market, but that did not deter them. He highlighted some achievements and events of the Group and said that Condé Nast had had a global online presence for the past 15 years and in India, the Group had launched three websites this year, along with creating a presence for the brand in the social media space. He ended his talk by saying that the future promised to be exciting and that the Group was planning to launch other titles in the Indian market.
James Bilefield, President, Condé Nast International Digital, spoke about the international digital trends in the luxury segment and how these luxury brands jad started using the digital medium to connect with the consumers.
He also shared the popularity enjoyed by some of these luxury brands on Facebook and Twitter. While brands such as Lacoste, Burberry, Gucci, Chanel and Ralph Lauren were more popular on Facebook, brands such as Coach, YSL, DKNY and Christian Siriano were more popular among Twitter users.
Bilefield cited the example of how Burberry had used the online medium to connect with its customers. During the London Fashion Week, Burberry had a live broadcast of the show on their stores, where they had invited selected consumers to watch the screening. After the show, these customers were given an iPad with the Burberry application through which they could order for the items that were just showcased on the runway.
The next speaker was Jordan Khoo, APAC Regional Director, MediaMind Technologies, who spoke about digital innovations and presented some of the case studies that they had done for some of their clients. He started his session by stating that most marketers added digital as an afterthought to their marketing campaign, and despite the fact that an individual spent 30 per cent of his time online, most brands devoted less than 5 per cent of their total marketing budget to the digital medium.
On being asked about the biggest barriers to spending online, 52 per cent of the respondents had said that it was because of insufficient metrics. He added that marketers should track beyond the ‘click’ and that the relevant metric should be used to measure the campaign effectiveness depending on the campaign objective.
He shared an interesting activity done by Volkswagen, wherein one had to enter his/ his Twitter handle and based on the type of tweets, the application would suggest a Volkswagen car, which was closest to the user’s personality.
Condé Nast India’s, Director Digital, Maya Hari, spoke about how digital and luxury connected, along with the trends, strategies and insights. According to her, the digital media worked because it offered immediacy, interactivity and ubiquitous access. She gave an example of how the brand ‘Coach’ had launched a project called ‘Poppy Project’ when they launched a new rang of handbags. As part of this project, 400 bloggers signed up for this initiative and the most popular blogger got a chance to shop at Coach. She said that this was a case of win-win for both the brand and the user.
Hari further said that a brand’s digital quotient could be assessed by factors such as whether it had a website, its presence on social marketing, presence on mobile and the amount of digital marketing.
She also shared some statistics about the websites offered by the Condé Nast Group, for example, she said that www.vogue.in got 100,000 visitors per month, which resulted in 1,300,000 page views per month and each visitor spent 5+ minutes on the site. Similarly, the CNTraveller.in website, which was launched in October this year, gets 75,000 visitors per month, which results in 500,000 page views and each user spends approximately 4 minutes on the website.
GQ India also has an application for BlackBerry, which has been downloaded by more than 120,000 users and there are 2 million page views per month, and this is in a span of a little over a 100 days.
Hari added that they had plans to launch smart phone applications for Condé Nast Traveller and Vogue as well in India.
Annie Matthew, Head of Alliances India, RIM, was the next speaker and she spoke about mobile trends and user dynamics. She started her talk by stating that approximately one in every six phones that was shipped worldwide in the last quarter was a smart phone; which meant that the content still remained the king as far as the user was concerned.
She shared some data about Blackberry users and said that globally there are 46 Million users of this brand of smart phone and roughly 50 per cent of these users are non enterprise users and that there are 25 thousand registered developers.
The top categories of applications in the Indian market are entertainment, photography, social networking, sports and action and various factors influence the mobile application usage. As far as the Indian market is concerned, the most important factor is whether there is a short free trial of the full application followed by brand familiarity which in turn is followed by price reduction for a limited time which was followed by recommendation by a friend.
She ended her talk by presenting the case study of BMW which was done in Indonesia. For this, BMW targeted 5,000 men aged between 35 – 55 years of age and these users were sent a BMW theme via email which they had to download. Along with the theme, there was also a link where the user could sign up for a test drive. Before the activity, the brand had a sales target of 30 and due to the activity, 98 people signed up for the test drive and out of that 50 per cent of the users actually purchased a car from BMW, thus making the campaign a success.