IC-Agency - Your 6th sense online InsightOut. IC-Agency Blog

Covering the Internet’s Virtual Watch Fair


At the 34th annual Basel watch and jewellery fair this year, a record 94’000 watch aficionados, retailers and wholesalers flocked to discover the latest new designs from the world’s greatest watchmakers.

But the show goes on online. Watch manufactures invest precious advertising and marketing dollars into their virtual showcases as an extension of the Basel experience.  Online, aesthetically perfect photographic settings are complemented with technical details and convincing arguments to increase desire to buy.

Surprisingly, the press does not cover this critically important show, and watch makers do not receive feedback on their competitive performance in this ongoing virtual fair. In the global marketplace exhibit, few have access to how many visitors have ‘passed the online doors’, which brands they are searching for, nor the models, materials and technical mechanisms they desire. Instead, after the watch fairs, many watchmakers retreat into the warm cocoon of shallow basic quantitative statistics from their own corporate websites.

But, accessing on-demand coverage of the yearlong ‘Virtual Watch Fair’ is possible. Using targeted e-research, our agency hopes to open the eyes of the luxury watch-making industry to the outstanding competitive advantage and revenue-growth potential of key market web analytics.

Wwr_w_euoprastar_petit For example, over 25 million search intentions were analyzed for just 12 watch brands in 5 key markets in our 2006 WorldWatchReport. When compared to the 94’000 visitors attending a one-time event like BaselWorld, it’s obvious that the virtual showcase far outweighs the impact and scope of any single event.

Online research like the WWR provides timely unbiased observations which can be tracked at a fraction of the cost of conducting traditional marketing research.  And, firms can rapidly benchmark and gain objective customer insights, monitoring consumer preferences and reactions to new models and product lines. Online response to brands, models and even brand ambassadors can be tracked and benchmarked for optimum ROI.

What’s more, these insights can be crossed with qualitative opinions from forums to track quality, measure satisfaction and detect unmet expectations. Demand for new models and limited editions can be measured and used to optimize distribution and to project production quantities for next year’s creations. With both commercial and production benefits, the possibilities of this kind of web analytics are endless.

By Claudia de Pretto | May 15, 2006 | IC-Agency Events , News & Trends

The comments to this entry are closed.

TrackBack

TrackBack URL for this entry:
https://www.typepad.com/services/trackback/6a00d83455cacc69e200d8352c867f53ef

Listed below are links to weblogs that reference Covering the Internet’s Virtual Watch Fair:

Subscribe to InsightOut.
InsightOut is IC-Agency’s interactive think tank. It is animated by our team in Canada.

Contact Us
www.ic-agency.com


Latest Posts
Audemars Piguet and IC-Agency rewarded in Paris
The Challenges of Exclusivity and Social Media
Mobile Marketing for Luxury Watch Brands in Action
Effectively Working Search and Social Media
Your Brand Up for Auction on Google in Europe

Latest Comments
Faye from Hong Kong on Boucheron and e-commerce
The Professionel on Luxury, the Internet and the Buying Process
WS Mike on The Innovation Risk
David on AOL Leaks Info on Google
Marc-O. on Power and the Internet

Categories
Actualité
Competitive Monitoring
Demand Analysis
Domain Names
E-Advertising
E-Commerce
E-reputation
Holistis
IC-Agency Events
Luxury Watch Special
News & Trends
Our Pick
Perception Analysis
Search Engine Optimization
Search Engine Protection
Sectorial Analysis
Sponsored Links
Strategic Consulting

Archives
December 2010
November 2010
June 2010
March 2010
January 2010
October 2009
July 2009
April 2009
March 2009
February 2009
January 2009
December 2008
November 2008
October 2008
September 2008
August 2008
July 2008
June 2008
May 2008
April 2008
March 2008
February 2008
January 2008
December 2007
November 2007
April 2007
January 2007
December 2006
November 2006
October 2006
September 2006
August 2006
July 2006
June 2006
May 2006
April 2006
March 2006
February 2006

Contributors
Flavio Quaranta
Associate Partner, Bathurst
Jonathan Tower
Internet Marketing Specialist

Books we reccommend
John Battelle: The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture John Battelle / The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture

Blogs we read
Slashdot
business2blog
Stephen's Web
TechCrunch
Blogspotting
Om Malik
John Battelle

License
Some Rights Reserved