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De Beers to promote products in India through digital media

Global diamond major De Beers is increasing its
focus on digital marketing to sell products in India and engage potential
customers for a longer time and showcase a wider range than TV adverts allow, reports
Business Standard.

“Globally, the marketing strategy we
adopt is different. Two years ago, digital marketing may not have been
important for India, but today digital mode of communication is a fantastic
marketing vehicle for diamonds,” Stephen Lussier, Executive Director of De
Beers has said.

Global diamond major De Beers is increasing its
focus on digital marketing to sell products in India and engage potential
customers for a longer time and showcase a wider range than TV adverts allow, reports
Business Standard.

“Globally, the marketing strategy we
adopt is different. Two years ago, digital marketing may not have been
important for India, but today digital mode of communication is a fantastic
marketing vehicle for diamonds,” Stephen Lussier, Executive Director of De
Beers has said.

“If I think about television, I may
get your focus for 30 seconds or 20 seconds. Within that I may probably deliver
one idea. But in digital, I can engage you for an average of three minutes and
I can tell a lot more ideas within that three minutes,” he said.

The company has launched a pilot project in Hong
Kong through smartphones where if an individual downloads the mobile
application and if one crosses the Forevermark Club or a store, it will tell
that shop has got new Forevermark stones. “You can use just less text and
more visuals in a mobile phone. We try to produce basic content globally and
the key is you have to adopt it in different market,” Lussier has said.

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