Fueling Business Growth with Digital Marketing Brilliance

Marc Montagne, Head of Digital Marketing and E-commerce, Vacheron Constantin

An impressive proficiency in digital media and innovative marketing strategies has helped Marc Montagne position his organization’s brand in the market. By leveraging the latest technologies and adapting to trends, he is poised to lift digital marketing standards in business.

In an interview with APAC CIOoutlook 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. My career path led me from the tech industry in Paris, particularly at PayPal, to a role in the watchmaking industry, a true passion of mine. I eventually joined Jaeger-LeCoultre in a digital role focusing on mobile apps, websites, newsletters, and digital marketing. After spending over three years there, I transitioned to Vacheron Constantin six years ago, where I currently serve as the Head of Digital Marketing and E-commerce. My responsibilities encompass managing social media, websites, and online sales through various channels, including our website, phonebased 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?

Local relevance is crucial in digital marketing, considering the differences in digital platforms across regions. 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, each with its cultural nuances and technical constraints.

On the e-commerce front, we grapple with logistical constraints such as stock limitations, especially for highdemand and hand-made products. Additionally, the unique nature of certain products we sell, with their high price tags, often necessitates accepting various payment methods, which vary by culture. This can be incredibly difficult when dealing with high-value transactions because a lot of discrepancies or credit card limitations may occur.

What are some of the latest trends and technologies 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 immense potential for content generation, data analysis, and operational enhancements. Its possibilities seem boundless and are poised to transform the industry and our lives.

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

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. 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 advents of next-day deliveries and the Amazon effect.

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, providing an opportunity for experimentation and creativity. It's a field where you can test strategies in your time 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.