Cartier and seven other luxury brands were given a Genius status based on their digital marketing efforts. Image courtesy Cartier.

BY LESLIE JORDAN CLARY

Although more shoppers are buying online, luxury brands have tended to lag behind in their digital marketing efforts. A few, however, are making major strides in their online presence. A recent study by L2 identified eight luxury brands among 66 total brands that achieved Genius distinction: Burberry, Lancôme, Estée Lauder, Tiffany, Cartier, Michael Kors, and Nordstrom. The companies were evaluated on how well they incorporate mobile commerce, social media, search engine marketing, and other digital strategies into their overall strategy. Tiffany was cited as particularly strong in search engine marketing. Social media plays a significant role particularly in fashion marketing.

—January 2016