Econsultancy - Marketing to Affluent Customers

How to find and engage with affluent consumers online.

The rise of the affluent online consumer presents new challenges for online marketing companies and brands. This course offers the knowledge and training you need to find and engage directly with affluent consumers online.

Who is this course for?
In-house marketers and agency staff who have experience in marketing luxury or premium brands online.

How will I benefit?
Understand the profile of the affluent consumer and the particular characteristics of their online behaviour and how to create successful online marketing campaigns for luxury brands. You’ll work through a range of practical exercises, worked examples, checklists and guidelines that can be applied to your current or new activities. One of the follow-up activities to the course will be a free email audit enabling you to test the deliverability of your email campaigns.

What will I learn?
As well as understanding the affluent customer profile and their online behaviour, you’ll learn about the customer journey: the key elements of an online marketing plan, and the differences when marketing luxury brands and products, such as personal shopping. The course will cover all aspects of online marketing: including email marketing, advertising, online PR and social media, paid search and SEO, affiliates and partnerships, as well as key competencies such as web analytics and usability issues. Discover also the role online marketing has to play in a multichannel marketing strategy.

Key learning outcomes
• An overview of the key elements of an online marketing plan and the differences when marketing to affluent consumers
• A clear understanding of the key performance indicators for luxury marketing online
• How to turn prospects into brand advocates
• Customer management

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