This Luxury Daily story re-iterates the point I made recently on the Biznology blog in my article entitled, The Real Value of Engaging Your Audience in Content Marketing.
“Whether consumers are trading in visits to the department store beauty counter for consulting friends or researching and purchasing a car without talking to a dealer, ecommerce allows consumers to be more independent. Brands can reinsert themselves in the buying process through an editorial approach, creating a community and engaging consumers with their products.”
Content is a more than a nice-to-have component of your marketing. It may be the only approach that works. (Along with providing great customer service.)