New Marketing Mediums
Even tough face-to-face marketing and sales strategies are preferred in jewelry marketing efforts, the players of the industry need to adapt their strategies to include trending and new sales channels as well. In the past marketing plans covered mostly TV, outdoor and radio for advertising and today, around 15-20% of this is covered by social media ads. Digital marketing is now an area where jewelry brands and companies allocate more of their budgets to. Sales on e-commerce websites which are created with motivation from social media ads rank number one on sales reports of most companies.
The fact that almost all products which, traditionally, need to be tried on before purchase can now be sold online is noteworthy. The main criteria for a buyer to purchase jewelry on a website is trust in that brand. It is important to advertise on social media platforms to increase trust in the brand and improve brand loyalty. However, not every social media channels is fit for jewelry marketing. It is important to use informative ads on YouTube or ads with attractive creative on Instagram. Also, active social media engagement is important in building social proof, buyer confidence and loyalty.
