According to a 2014 McKinsey research, technology now impacts at least 45 percent of all luxury sales. Understandably, luxury businesses have been wary of going online. However, with print and display advertising returns declining and luxury buyers spending more time online and on mobile devices, I’ve learned a lot about the do and don’ts of luxury online marketing over the last twelve months. In this piece, I’d like to provide some strategies and lessons that might help luxury businesses use digital marketing more successfully.