If we look at the various forms of jewellery, diamond only makes it to the top of the list.
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No one talks about the value and worth of gold that is increasing each day.
The only reason diamonds have garnered such fame and importance is successful marketing!
Diamond has been marketed in a way it seems impossible for people to propose without a diamond ring. However, if you explore besides diamond, Tanzanite, emerald, and ruby are one of the most expensive gemstones.
To understand how diamonds gained such success, we need to look at some cases of marketing. Some of the cases date back to three and four decades, but they are still taught to the students of marketing as a successful tactic.
A Brief Window in History
In 1948, the famous copywriter Frances Gerety of N.W. Ayer Agency was hired by De Beers for a campaign. The agency researched for months and came to a conclusion. They came with a tagline, “A Diamond is Forever.”
The tagline is two-dimensional. It denotes the diamond and its capability to last for generations with the same shine and value.
And the second dimension it gets is its relevance with relationships. The stone is echoing that relations last forever, just like a diamond.
Hence every time the man goes down on his knees professing his love, he binds it with a
diamond ring. Have you ever wondered why engagement rings are diamonds eight out of ten times?
It is indeed the result of the successful campaign that ring purchasers are always thinking about buying diamonds.
Image source: Pxfuel
How Digital Marketing Influences the Diamond Industry
The diamond industry witnessed an incredible boost in 2021. It was observed that the sales surpassed the sales of 2019 and 2020. It was the result of heavy investment in the deployment of digital marketing.
Here are some digital marketing methods that helped achieve success.
Building the Brand
For any brand to become successful, marketing tactics are the main key. With the help of the right tools, you can build your brand and its identity.
If you look at 1948 and the case of De Beers, they had very few mediums of marketing the
brand. Most marketing was done through newspaper, television, radio, yellow papers, flyers, and billboards.
Nowadays, these mediums have been reduced to a few successful ones. Most used mediums are social media, websites, billboards, and telemarketing.
These modes of digital marketing are very easy to manage, and reach to the customer has become incredibly easier.
Tiffany & Co. was quick to jump on the bandwagon of the change. The brand and the blue box marketed themselves across various social media platforms developing
as a brand that is most loved for its gifts.
They continuously marketed via digital ads symbolizing the Tiffany box as the ultimate sign of joy. The campaign has become such a success that the turquoise shade is now commonly referred to as Tiffany blue.
Moreover, the receiver of the gift is overjoyed by seeing the turquoise blue box without
evening looking at the contents inside.
Promote Brand Perception
First, you need to ask yourself the question of how you want your brand to appear to the
consumer. For example, are you going to market it as an affordable diamond, or are you focusing on the premier quality of the stone?
Once you know what will sell your brand, use this as a cornerstone to brand strategy.
Build the whole campaign around the ideology.
The consumer resonates much with a tone that is built around the brand. One of the
successful campaigns, Over The Moon by Chanel, became a success and built the image for the brand.
The ideology was that the wearer of the jewellery instantly felt over the moon. Moreover, it gave the brand a new face and identity. Digital marketers can use similar tactics to develop an identity for the diamond brand.
Don’t Indulge in How Your Competitors Promote
It is true indeed that one should not follow the competitors blindly. But, first, what
works for their brand will not necessarily work for your brand.
It would be best if you analyzed the ethos and tone of the brand. Does it resonate with
your brand? If it does, next, you need to learn from the methods of the campaign.
If you use the methods and customize them according to your brand identity, it would work great for the brand. However, customers are indeed very observant; if they find a resemblance in the way you replicated the promotion tactics, it will look bad on your part.
Don’t Make Promises You Can’t Keep
It is not right for any brand to make big promises. Credibility is an important element for any brand; once it’s tainted, it stays in the mind of the consumer forever.
United Airlines uses DEI (diversity, equality, and inclusivity) as its driving ethos. But there have been several instances of their discriminatory and unreasonable behaviors.
With that, now the internet is full of jokes and memes about the irony and broken promises. Hence a brand should only promise things that are well within its power to achieve at the moment.
Consistency is the Key
This policy works for all industries, let alone the diamond industry. After the brand has developed a brand tone and identity, it needs to work on digital marketing consistently.
Visibility is one of the most powerful tools for conversion. If a consumer keeps seeing the ad constantly without badgering, the customer will likely resort to buying.
Most digital marketers dub consistency as the secret to success—hence it is important to develop a contingency plan to stay around for longer.
The long-term vision is always tardy, but the results are double-fold. A knowledgeable digital marketer will always advise you to work on a long-term plan compared to an exuberant short-term plan.
Conclusion
The methods of digital marketing have made it so easy to reach the target audience that it
has become straightforward for brands to market their product.
The diamond industry has also witnessed the instant influence the digital market brings.
Hence, the transition to the digital methods of marketing didn’t come as a surprise.