Traditionally, diamond marketing has focused on creating materials based on the foreverness aspect of the stone. However, diamond marketing in the future will be more about educating customers than pressing on that age-old message of diamonds being forever stones. At least this is the impression that industry experts give us.
There are some reasons why educational information will be a bigger focus area of marketers in the foreseeable future. Firstly, lab-grown diamonds are becoming more and more popular. Secondly, a good chunk of the marketing will revolve around millennial customers.
If ever there has been a customer base that traditional marketers find tough to impress, it is the millennials. Also known as Generation Y, millennials have always posed a marketing challenge for traditional jewelers. The issue with millennials is that they are not marrying anywhere close to the frequency of previous generations, and are skeptical of natural diamonds as an engagement token. They are not accepting traditional jewelers’ suggestion that grooms have to invest thrice their monthly income in engagement rings.
Millennials are more proficient in the use of technology than their predecessors, and dedicated to taking informed purchase calls. They are also more eco-conscious. In the case of diamonds, this means that millennials are willing to rebuff natural diamonds for lab-made counterparts. This is partly because there are conflict diamonds coming out of some mines in the world. For an uninitiated, a conflict diamond is one traded illicitly and used to fund violent activities.
Millennials prefer choosing lab-made diamonds to avoid the possibility of getting blood diamonds. It is their devotion to sustainable products that made them keener on purchasing lab-made diamonds. Besides being much more environmentally and socially responsible, the lab-grown stones have fewer defects and impurities. Besides, there is no mining involved in the creation of these rocks, another aspect that attracts millennials.
Diamond retailers must think about every aspect mentioned above when creating marketing strategies for the coming years. For instance, if millennials will be your target audience, you will have to create diamond marketing content that appeals to them. This might involve creating information that underlines the ethical aspects of diamonds and other educational materials.
The diamond sector is expected to grow in the coming years on the basis of customer demand from places like China, India, and the United States of America. As a retailer, you should be ready to change growth plans to satisfy millennial customers’ demand. As part of changing your diamond marketing strategy, you might want to work with an SEO firm for more fruitful results. Among other things, an experienced SEO services provider will know what keywords to rank for and how.