Conversations & Insights April 26, 2013

L2 Video: Does Rolex Need Digital?

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In just the past week, influencers from WSJ columnist Walt Mossberg to both Twitter founders, Evan Williams and Biz Stone, to Nancy Novogrod, editor in chief of Travel + Leisure, have all spoken publicly about the need to adapt to the momentum toward a mobile lifestyle. With the share of Internet searches originating from smartphones and tablets rapidly gaining on those made from computers, it begs the question: can brands that have thus far chosen not to invest in a digital footprint, much less a mobile one, continue to opt out? Are there some brands, Rolex, for example, that can still pursue only traditional marketing channels -- and in their case, even those, minimally -- relying solely on iconic heritage to attract new buyers and generate new revenue?

In the video interview above, L2's Scott Galloway addresses these and related questions, discussing the short, medium and long-term effects of a low digital profile for brands like Rolex and others in the notoriously digitally-challenged Watches & Jewelry vertical.

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