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on YouTube, although the advertisement was initially targeted at the Second
Life community. In the same way, when Viktor & Rolf held on online-only
fashion show in 2008, where everyone was invited, the ensuing buzz market-
ing surpassed the publicity many brands have generated in a lifetime.
Changing old habits is no easy feat, particularly in an area that has been
governed by strict rules for professionals who know no other ways. But the
rules have changed and therefore new habits have to be formed, period. How
luxury brands can inculcate this two-way communications culture and infuse
an element of intimacy in relating with clients without sacrificing the aura of
the brand is where the challenge lies. And, of course, we shouldn't forget the
all too important relationship with media companies. Here are a few points
and tips which in my opinion will point the brands in the right direction:
1. The web is not an advertising medium and you do not need a media
agency to buy online communications. The Internet is a multi-channel
that serves more than advertisements. And media buyers are only there
to confuse you.
2. Today's online communications is about building trust, educating clients
in the right way, inculcating the luxury culture and fostering inclusion
and exchanges. The days of one-way brand information imposition are
gone forever. If you're still stuck in this way of thinking, please wake up
for your own good.
3. The luxury client currently has the clout to accept or reject brand mes-
sages and influence thousands of people along the way. Communicating
with the client online is no longer about attracting attention, but captur-
ing and retaining interest through rich content presented in a format that
encourages exchanges and interaction.
4. Communications is not the same as advertisements; neither is it the same
as branding. Today's communications is a two-way exchange that is far
from the one-way information dissemination that shows how desirable a
brand is through an impersonal and cold glossy magazine page.
5. Advertisements should no longer be designed to appeal to the masses
but to the relevant target audience.
6. Understand that you can measure the effectiveness of your online adver-
tisements very well - something that is nearly impossible offline.
7. Understand that the same media buying approach that you have been
using forever for mainstream media does not apply online. Forget about
quantitative justifications online and focus on qualitative characteristics.
The best websites to advertise on are not necessarily those that attract
the highest web clicks, page hits or unique visitors. This is a trick. You
have to know the user profiles, their attitudes, interests, behavior and
expectations. You need to go beyond the surface and dig deep.
8. PR and marketing are no longer separate disciplines run by different
people with a dissimilar set of agendas. The Internet has blurred the
