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Luxury Watch Making Publication: New Technologies and Strategies

IC-Agency had the honor of being invited to the Journée Internationale du Marketing Horloger, organized by Club Swiss Marketing in Chaux-de-Fonds, the Swiss capital of luxury watch making.

This was an opportunity to meet over 300 industry professionals primarily from France and Switzerland united by a main theme: “Luxury Watch Publications: New Technologies and Strategies”.

The event took an interesting look at certain efficient trends and news on watch making publications. From the importance of blogs and product placement in videos, to the analysis of campaigns linking the arts to luxury watch brands, the topic of e-marketing was covered by David Sadigh around the theme “How to use the internet to gain efficiency in you rmarketing strategies”. Some of the more notable subjects he discussed are:

• The WorldWatchReport and the myth of counterfeiting
Positioning among search engines
Consumer Generated Media and social networks
E-Reputation Management

The round table, hosted by Grégory Pons around the captivating topic of the future of luxury watch making press, welcomed editors from the main Swiss publishers including Jean-Philippe Arm from Watch Around, Didier Pradervand of Montres Passion, Eric Othenin-Girard of Movment, Peter Braun of Armbanduhren and Philippe Maillard of Europa Star.

 A side note on Europa Star, an IC-Agency partner, who brought forth more than 10 years of experience with regards to integrating the internet into luxury watch makers’ marketing strategies. By pointing the “Actualities” section of the magazine towards the website, Europa Star has succeeded in adapting its publication to the most relevant media channels.

By IC-Agency | December 10, 2008 | E-Advertising , | E-Commerce , | E-reputation , | IC-Agency Events , | Luxury Watch Special , | Search Engine Optimization
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Generate traffic while optimizing your site

In the war for market share among search engines, user experience is the key. Because of this, search engines are constantly rethinking their functionality and the way they rank results following a search. New evolutions have recently been announced. In the future, search engines will focus on sites that:

  • Internet users enjoy the most (a trend once again confirmed by SearchWiki by Google, which allows internet users to personalize their search results as long as they’re signed in to their Google account).
  • Respect SEO rules and ethics: quality textual content, links to other sites that share the same interests, absence of hidden pages or links to “blacklisted” sites, for example.

Therefore, how does one attract visitors or prospects to their site while respecting these principles? Currently, page rank is dependant on two main factors:

  1. The site’s content: textual content that is informative to internet users and optimized for search engines.
  2. The site’s popularity: how many links point towards the site, how much traffic the site generates (this can be measured thanks to Google or Yahoo! toolbars, or in the near future with SearchWiki by Google).

The first factor clearly influences the second.

However, if attractive non-textual content (videos, games, photos) will increase a site’s popularity, it could prove to be ephemeral, and have a negative impact on page rank when the popularity subsides.

According to a study by the Benchmark Group, searches for recipes and coupons indicate that these are the primary interests of visitors to food brands’ websites.  Internet users also prefer interactive sites that allow them to not only read, but also share their thoughts.

Though this study focuses on food brands, some results can be applied to non–food sites:

  • Internet users like practical content with added value (preferably monetary, like coupons, or non-monetary, like recipes).
  • They also like informative content written by other consumers or by experts in a given subject.

To attract visitors while respecting the basic principle of SEO (quality content), one must include at least one of the following two elements:

  • A practical informative section that evolves over time, and/or
  • A participatory informative section with textual content

Content that is purely visual (like coupons) will in fact attract visitors, but does nothing from a SEO standpoint. An informative section must be updated frequently to retain its power of attraction: consumer loyalty is achieved by adding value over the long term.

Plus, the more a site’s content changes, the more often search engines will visit and re-index the site.

Do you want to learn more about increasing your site's traffic while conserving its quality? Contact us!

By Philip Arseneau | December 01, 2008
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