Elle and Microsoft: Know Your (Digital) Audience

Knowing your audience is the number one key to success in any industry. But at the Elle/Microsoft “Seeking the Sought After” breakfast last week, Microsoft Advertising Global Research Director Beth Uyenco explained that simply knowing them isn’t enough. “You’ve got to get inside their heads, see what drives them, what makes them tick.”

Microsoft commissioned a study to find out just who are the true “Lovers of Luxury” in an attempt to better guide businesses on how to sell luxury brands. Once the key audience is targeted, Microsoft offered these points of advice:

1. Create a seamless integration of the physical and digital brand experience.
2. Use digital media to reinforce and build on an offline campaign
3. Fully explore the boundaries of digital marketing
4. Stay true to the core motivations of luxury consumption, which are indulgence, exclusivity and status.

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