While it's often impossible to measure the direct impact these practices actually have on sales, however, marketers need to engage with their audiences through a number of conversations that extend from online to offline in order to immerse them in the brand experience and convince them of the brand's authenticity.　　It's all about personalization, and even though it's a buzzword that's thrown around too often these days, it's really what people want," said Elizabeth Pizzinato, senior vice president of marketing and communications at Four Seasons Hotels & Resorts.　　If consumers are communicating with you, you need to understand personalization and use it as a marketing tool, whether they are contacting you through mobile, social media or fax," she said.　　The Luxury Roundtable: State of Luxury 2013 conference was organized by Luxury Daily, a luxury marketing information platform.　　A New Identity Four Seasons Hotels & Resorts has become a storytelling brand in digital channels, utilizing this new role to overcome economic uncertainty and reach a large global audience.　　Since 2009, Four Seasons has been building its brand presence on social media platforms. It was also in 2009 that consumers began to expect brands to interact with them at any time of the day, 24 hours a day.　　For many brands, the money they had been investing in advertising was now being spent on digital advertising and interacting with consumers on digital channels.　　We're absorbing tiny bits of interesting information because we don't have a lot of time to look at massive amounts of content," said Pizzinato of Four Seasons Hotels & Resorts.　　Despite these changes in the target audience for luxury brand marketers, the one thing that remains constant is that referrals from close friends and family members can drive brand sales. According to Pizzinato, these testimonials are the most powerful factor in motivating consumers to book a travel product, and the sheer number of review sites out there reflects this.　　Consumers at the higher end of the income scale love social media, so they won't stay at a hotel that doesn't have any online review content.　　After looking ahead and thinking about upcoming trends, Four Seasons has developed a strategy for storytelling in digital channels.　　Many luxury brand marketers are in the same space, so what Four Seasons is looking to do in the luxury brand space is help consumers make decisions.　　Content Strategy Four Seasons focuses on six pillars to shape its content strategy, which extends from the group level to the level of each of its hotels.　　First and foremost, the brand delegates content management to a separate department with a centralized team to deliver content to all digital communication channels.　　The Four Seasons website is the foundation of its digital strategy, and it is the channel that consumers know and visit. At the same time, this channel allows users to browse the fresh and category-specific online magazines offered by Four Seasons.　　Part of Four Seasons' content strategy is to utilize user-generated content, and part of it is to provide engaging experiences across online and offline channels. Both of these approaches are integrated throughout the content strategy as consumers interact with the brand at various events, such as virtual wine tastings.　　Four Seasons used the Twitter channel to host tastings with bartenders from five hotels, which Pizzinato said provided an integrated and professional experience for consumers in an interactive way.　　In addition, Four Seasons hosted tweet-ups (including virtual tastings) at participating hotels.　　Two other ways Four Seasons utilizes its content strategy are to be opinionated and to stay personal.　　Part of Four Seasons' content strategy of being opinionated is finding new distribution channels to reach a wider audience, similar to what content publishers do.　　If consumers don't find the Four Seasons brand in online channels, it could mean that the brand is not reaching those consumers. That's why Four Seasons not only distributes its magazines through print and online channels, but also utilizes the magazine app Zinio and the social magazine app Flipboard. The brand's approach to offering advice on wedding planning has garnered it a great deal of attention, especially when it comes to creating a brand personality and boosting consumer interaction.　　Four Seasons Hotels & Resorts conducted a feature and opened dedicated Twitter and Pinterest accounts to provide consumers with expert advice from hotel staff and stories shared by brides who had weddings at Four Seasons hotels.　　Brand-to-brand collaborations allow brands to emphasize their personalities, and in fact, Four Seasons will be working with various brands, such as fashion house Marchesa, on a wedding feature this spring.