LUXURY MARKETING: DIGITAL MARKETING IMPACT ON CHAMPAGNE BRANDS

Abstract

Most of the brands saw social media and internet as a means to reduce the spending in the campaigns. However, this has changed, and they are starting to see the many benefits it has, like gaining competitive advantage and increasing the engagement of the customers.

The priorities of the consumer have changed after COVID-19, tailored experiences and strategies are what the consumer is searching for.

Because of this, new trends have emerged. One of those trends is Phygital Marketing, which is the direct result of combining the words ¿digital¿ and ¿physical¿. Luxury companies rely on physical stores to offer unforgettable experiences, and this new trend has helped them benefit from the benefits of the online world.

This research is done to understand the changes and adaptations that wine companies had to make, as well as to understand the consequences and their next steps from now on.