Luxury brands 'afraid' of digital and social

Luxury brands are “afraid” of digital and social marketing because opening up information about brands to a much wider audience flies in the face of the exclusive nature of luxury brands, according to Markus Kramer, Aston Martin marketing director.

Kramer, who was speaking to Marketing Week at the Forrester Forum for Marketing Leaders last week, took on the first formal CMO role at Aston Martin in 2010. He believes marketing is still a “nascent” discipline in the luxury sector, which explains why many brands are “afraid” of the “massive beast” of digital marketing.

Source: Luxury brands 'afraid' of digital and social | News | Marketing Week

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