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Vacheron Constantin
Fueling Business Growth With Digital Marketing Brilliance
Marc Montagne
Marc Montagne’s strategic marketing skills and his ability to leverage the capabilities of technology in business have helped him lift the digital marketing standards in the industry. By combining his proficiency in engineering and business into the world of e-commerce, he is transforming the way brands are positioned in the market.
In an interview with Retail Tech Insights APAC, Montagne shares his insights on the evolving trends and technologies within the digital marketing space.
Can you provide a brief overview of your journey and your current role as the head of digital marketing and e-commerce at Vacheron Constantin?
I come from an engineering and business background and graduated from Paris. After working in the tech industry in Paris, particularly at PayPal, I followed my true passion and transitioned to a role in the watchmaking industry. I joined Jaeger-LeCoultre in a digital role focusing on mobile apps, websites, newsletters, and digital marketing. I moved to Vacheron Constantin six years ago, serving as digital marketing and e-commerce head.
My responsibilities encompass managing social media, websites, and online sales through various channels, including our phone-based concierge service and partner websites distributing our products. I recently published a book on watch investment, further reflecting my deep involvement in the industry.
What are some of the significant challenges hindering the implementation of digital marketing strategies in the business today?
Considering the differences in digital platforms across regions, local relevance becomes crucial in digital marketing. Understanding the global landscape and adapting to various platforms to align with the company’s brand positioning strategies is challenging. In addition, we face the task of translating the organization’s distinctive history onto different platforms, which is challenging due to differences in their purpose, features, user base, and technical constraints.
On the e-commerce front, we grapple with logistical constraints such as stock limitations, especially for high-demand and hand-made products. Additionally, the expensive nature of hard luxury goods we sell often necessitates accepting various payment methods. This can be incredibly difficult when dealing with high-value transactions due to credit card limitations.
What are some of the latest technological trends impacting today’s digital marketing space?
One of the significant trends impacting the industry is live streaming. It offers a dynamic way to engage with audiences, bridging geographical distances and creating authentic connections. In Asia, particularly China, live streaming has gained immense popularity in various sectors, including luxury goods. Another game-changer is artificial intelligence, which holds tremendous potential for content generation, data analysis, and operational enhancements. Its possibilities seem boundless and are poised to transform the industry and our lives.
How are these trends shaping the future of digital marketing in the luxury goods market?
Live streaming enhances the video-centric approach already adopted by social media platforms, providing an interactive and real-time dimension. Social media content has evolved from static to text to images and videos. While the world is experiencing digital fatigue, live streaming remains a valuable marketing tool for connecting with customers and enthusiasts worldwide, especially given the limitations on travel and physical interactions.
AI is becoming increasingly accessible, and as customers expect AI-driven personalization and enhanced services, businesses must adapt to stay competitive. E-commerce activities have been extensively rising and creating competition in the market with the increasing popularity of the Amazon effect, offering next-day delivery for a wide range of products.
What advice would you give to aspiring individuals looking to build a career in digital marketing and e-commerce?
Digital marketing tools are readily available and often free, allowing experimentation and creativity. It’s a field where you can test different strategies in your leisure or working hours. Stay up-to-date with trends, but also stay critical and use data to understand the effectiveness of what you are doing because it’s easy to be distracted by the new social platforms. Leverage the vast resources, such as YouTube channels, social media groups, books, and podcasts, to expand your knowledge. Above all, passion for the industry is the key. Attend events, engage with professionals, delve into online resources, and embrace the industry’s unique opportunities.
