How to target digital campaigns to affluent males versus females.

A difference in the online behavior of male and female consumers is that women are more likely to interact with a brand, while men use the Internet mainly for research. Luxury brands that want to tailor digital advertising, marketing and social media campaigns should do so in a more entertaining way for men, but should appeal to the emotions and the reasoning behind a purchase when aiming at females.

Luxury marketers should create tailored digital campaigns for affluent females and males since these demographics absorb online marketing differently, and can do so by appealing to the distinct online style of each group that leans more towards emotive marketing for females and to-the-point messaging for men.