传统观念认为数字营销更多地被大众品牌所青睐,而奢侈品品牌因受众定位较窄,更偏向于使用固有的传统营销方式,如高端俱乐部、品酒会、高端时尚杂志推广等线下活动。然而,在互联网大潮来袭的当下,奢侈品品牌向数字营销倾斜也成为大势所趋。这点从近年来香奈儿、卡地亚、迪奥等奢侈品品牌与微软越来越多的合作也能够看出。这个趋势背后原因有三: The traditional view is that digital marketing is favored by mass brands, while luxury brands tend to use traditional marketing methods such as high-end clubs, wine tastings and high-end fashion magazines. However, at the moment of the Internet tide struck, the inclination of luxury brands to digital marketing has become the trend of the times. This is from Chanel, Cartier, Dior and other luxury brands in recent years with Microsoft more and more cooperation can be seen. There are three reasons behind this trend: