How Marketing Communication Has Changed in the Digital Age: A Brief Study of Tiffany & Co.'s Iconic Marketing Formulaa

Abstract

With the onset of the digital age, internet access for everyone, and e-Commerce models of business and marketing now mainstream (LinkedIn Full-Funnel Marketing White Paper Series, 2016; HubSpot Academy, 2016), how does a household name like Tiffany & Co. successfully translate a brand icon so reliant on the tangible super-store experience and high-quality product, to the online consumer market? Moreover, how can Tiffany & Co. avoid a diffuse and inconsistent brand marketing message across an ever increasing number of channels amidst rapid globalization (i.e., super-store retail marketing, glossy cover magazine and print media marketing, product placement marketing, public relations and events, diamond supply chain trade-marketing, and digital marketing channels)? In other words how can an integrated marketing communications program of sustainable marketing be in hand? This report outlines how one marketing strategy in particular - the 'Iconic Marketing Formula' has thematically driven the consistent brand management of Tiffany & Co. regardless of the media channel. Moreover, the report suggests that this strategy is core to Tiffany & Co.'s success spanning 175 years, thus creating critical juncture craftsmanship and marketing icon moments transcending three centuries.