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AB'S, the Holy Grail of marketers, are known to be prolific Internet users. So why are the luxury brands not rushing to spend their budget on the web?
Member rating: No Rating | Words: | Submitted: Mon Aug 11 2003
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First Draft AB'S, the Holy Grail of marketers, are known to be prolific Internet users. So why are the luxury brands not rushing to spend their budget on the web? Forget the platinum Amex card, the expensive sports car or the second home in Tuscany. The real test of whether you can cut it as an AB on the marketing people's social scale, or rank as a mere C, D, or E, now has more to do with your surfing habits than your material assets. Upmarket consumers are the marketing people's Holy Grail. But while we all know that the AB's read the Financial Times rather than the Star and watch Channel 4 or the BBC rather than Channel 5 or Sky, we have had only a hazy idea if what they like on the Internet. The first detailed study of how Britain's brightest and most affluent citizens are using the Internet has been...
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