Information Technology Reference
In-Depth Information
Figure 5.7
The online media world currently features websites that are applying
multi-media elements in an integrated form and subsequently blurring the lines
that separate mainstream media websites, pure-play e-zines and social media
websites. It is now common to find video series on mainstream websites; editorial
articles on TV websites like Luxe.TV and The Luxury Channel; discussion platforms
on e-zines like Luxe-Mag.com; TV series on e-zines like Billionaire500.com
and associating luxury with it would render it banal. I have always agreed
that brands shouldn't have blogs particularly integrated on their websites
but I have also always disagreed that luxury brands should ignore the social
web. They simply cannot afford to do so. Luxury brands should not only
observe and monitor the social web but, should also participate in the social
web in an intelligent way that befits the brands (this has been addressed in
Chapter 4, if you skipped it). This participation also includes communicating
through the various social media.
As has been illustrated throughout this topic, the social web and the social
media have brought about a new and different way of relating with consumers.
The period where luxury brands handed “down” information to clients is fast
