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The Rise of Digital Marketing in the Yacht Industry

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The Rise of Digital Marketing in the Yacht Industry

  1. 1. By Rumble Romagnoli
  2. 2. @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  3. 3. 2005
  4. 4. WHAT IS AT STAKE OFFLINE ONLINE
  5. 5. WHY IS DIGITAL MARKETING SO IMPORTANT? 6. Increased Conversions 7. Encourage Social Media Engagement 8. Get Ahead of Your Competitors 9. Earn People’s Trust 1. More Cost Effective 2. Reach your Target Audience 3. Cater to the Mobile Consumer 4. Realise Higher ROI and Revenue 5. Track Your Customer’s Journey @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  6. 6. PRINT more likely to have their undivided attention. DIGITAL gives data and information on your readership. PRINT VS DIGITAL The Objectives @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  7. 7. PRINT touches an specific audience 100% interested by the topic. DIGITAL reaches a broader audience. PRINT VS DIGITAL The Audience @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  8. 8. Reach is dropping for PRINT publications. Reach is increasing on DIGITAL platforms. PRINT VS DIGITAL The Reach @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  9. 9. Buyers can not get the information they want directly via PRINT. DIGITAL allows users to search for the information they want. PRINT VS DIGITAL The Purchaser @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  10. 10. A PRINT ad costs an estimated 45c per person. A DIGITAL display ad costs an estimated 3.5c per person. PRINT VS DIGITAL The Cost @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  11. 11. PRINT offers rough estimates on circulation figures, updated yearly. With DIGITAL know exactly how many people saw your ad, track them to your site and retarget them. PRINT VS DIGITAL The Tracking @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  12. 12. Many PRINT ads do not even include a website or phone number. On DIGITAL you can choose the call to action - whether that’s a phone call or e-mail. PRINT VS DIGITAL The Client Journey @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  13. 13. People have more trust in PRINT publications. DIGITAL has some credibility and trust issues - due to data use, CPM Ads, pop-ups, fake news, and inaccurate adverts. PRINT VS DIGITAL The Reader’s Trust @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  14. 14. With PRINT advertising you are restricted to using words and images. With DIGITAL advertising you have the freedom to use videos, podcasts, and encourage people to share your content. PRINT VS DIGITAL The Display of Multimedia @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  15. 15. PRINT AND DIGITAL CAN WORK TOGETHER HOW?
  16. 16. 80% of all sales are made on the 5th – 12th contact. ––The National Association of Sales Executives @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  17. 17. DO PEOPLE BUY YACHTS ONLINE?
  18. 18. DO PEOPLE CHARTER YACHTS ONLINE? of luxury holidays are sourced from people searching on Google @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  19. 19. ARCHETYPES The power of archetypes = your clients will grow with you.
  20. 20. ARCHETYPES Archetype Core Desire Goal Strategy Explorer The freedom to explore and discover. To experience a better, more authentic, more fulfilling life. Discover the road less travelled. LAND ROVER
  21. 21. THE INNOCENT THE CREATOR THE EXPLORER THE SAGE THE HERO THE EVERYMAN THE CAREGIVER THE JOKER THE MAGICIAN THE REBEL THE RULER THE LOVER HAVE AN ARCHETYPE IN MIND @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  22. 22. relevance.digital/archetypes DISCOVER YOUR ARCHETYPE HERE: @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  23. 23. STORYTELLING“ ”
  24. 24. Create coherent storytelling across all platforms for a seamless brand experience.
  25. 25. Be authentic and specific.
  26. 26. Create a narrative not a lecture.
  27. 27. Tap into their empathy, help them visualise the story.
  28. 28. Recount the history of the brand, to link the brand DNA to the present.
  29. 29. WEBSITES VERPEKA.COM
  30. 30. SEO 90% of searches on desktop are done via google (statista 2019). 75% of search engine users ignore the ads at the top (martech 2018). 300% more traffic from seo than social media @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  31. 31. SEO Introduction to Search Engine Optimisation @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  32. 32. SEO Organic Search Results PAID ADS COMPLEX ALGORITHMS
  33. 33. SEO Organic Search Results ORGANIC RESULTS COMPLEX ALGORITHMS
  34. 34. SEO The most important Google Algorithm factors HIGH-QUALITY CONTENT PR LINKS @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  35. 35. SEO IN YACHTING SEO IS RESPONSIBLE FOR ABOUT 70% OF ONLINE SALES OR ENQUIRIES Direct SEO Advertising Social Referral
  36. 36. SEO Yachts for Sale @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  37. 37. SEO @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  38. 38. DIGITAL ADVERTISING - RETARGETING
  39. 39. LET’S DO AN EXPERIMENT... ● On your iPhone - which 64.9% of UHNWIs have - go to settings. ● Next, click on Screen Time ● You can see a full breakdown of how much time you spend on your phone, and which apps you are using the most. ● You can also see which apps send you the most notifications, and disturb you throughout the day.
  40. 40. ● The internet has 4.4 billion users. ● On average, people have 7.6 social media accounts. ● The average daily time spent on social is 142 minutes a day. ● Social media users grew by 202 million between April 2018 and April 2019. SOCIAL MEDIA
  41. 41. SOCIAL MEDIA How has social media benefited the industry ? ● 98% of HNWI access the internet daily (PwC) ● 70% of wealthy investors use social networking platforms (Spectrum Group)
  42. 42. SOCIAL MEDIA 85% of consumers find visual user generated content more influential than brand photos or videos.
  43. 43. She was sold this year and the owner made a strategic decision to hire Dean PiIatti as the captain. ● Pilatti gathered a crew of well-known yachting influencers. Jared Watney, one of the main YouTubers in yachting was hired on deck, while Dean Harrison was hired as a chef. ● The team create content, sharing on their channels, cross- promoting the vessel they’re working on. ● Arience Instagram grew at great speed, reaching over over 11k followers in less than 6 months, grabbing the attention of the entire yachting community. Yacht Arience SOCIAL MEDIA
  44. 44. Remember your target audience
  45. 45. Sell the lifestyle of your brand
  46. 46. Encourage consumers to interact with your brand
  47. 47. Include UGC
  48. 48. Use stories, carousels, polls, IGTV, live
  49. 49. Be consistent
  50. 50. Post when your audience is active
  51. 51. Make sure the brand is clear and established across all your social media platforms
  52. 52. Video, in all formats, is the best way to use digital storytelling to sell the dream. @RomagnoliRumble @rumbleromagnoli relevanceyacht.com
  53. 53. TRADITIONAL PR PROS ● Brand awareness. ● You write only one and get many press clippings back. ● It’s free. ● You can quote the publication. CONS ● You wont get a link back to your site & no history once consumed. ● You will not have a say in what the texts reads. ● You have to follow up all the time.
  54. 54. DIGITAL PR PROS ● You select the publication. ● Lands on the page you’re trying to promote. ● You write so you can include your keyword and its synonyms. ● You can choose the anchor text. CONS ● You often have to pay for it. ● Bloggers don’t always share the articles.
  55. 55. FUTURE OF DIGITAL Short-Term: Increased focus on video (Tik Tok), personalisation, chatbots, programmatic advertising, smart homes, micro influencers, live social videos, position zero in SERPS Medium Term: Visual search (shoppable posts), conversational marketing, voice-powered search, augmented reality, VR marketing, single marketing software, 5G Long Term: AI (particularly for customer service), smart cities, advertising automation, lifecycle marketing, Blockchain
  56. 56. Relevance is a digital yacht marketing agency with 25 years of experience in the yacht marketing sector. RELEVANCE & IMPLICATION ON YACHT INDUSTRY
  57. 57. @RomagnoliRumble 81 @rumbleromagnoli relevanceyacht.com

Hinweis der Redaktion

  • Does anyone remember when we used to buy holidays in shops? I was one of the first people selling holidays on the internet. That’s how I got into digital marketing.
    I have been working in digital marketing for about 20 years now since Google incorporated in 1997.
    10 years ago a friend who was working on Octopus took me to my first boat show.
    I introduced the concept to many companies in Monaco, but only had 2 serious meetings to discuss digital strategy.
    Our client Dolmen Yachts was top of Google at the time for “yachts for sale” with the most incredible homemade website.
    But obviously the superyacht industry was not ready.
    Now 10 years later at Monaco Yacht Show 2019, our digital marketing team had 60 sit down meetings to discuss digital marketing strategy.
    It has been great for my business, but the point I am trying to make is yachting companies are at last sitting up and thinking digital marketing.
    People are on social media, companies are building in-house digital marketing teams, BI is at last visible on Google, marketing departments are starting to move budget from traditional to web and to mobile...it is happening!
    Let’s talk about the power of digital marketing today.
  • Average age of owner is 64 years old, overwhelming majority men, nationality USA, UK, 91 Italy, 76 Turkey, Russia, Middle East

    Maybe not so late for digital...seo etc. nobody isn’t going to buy yachts online - we aren’t
    Yacht owners have an average age of 64 older - they like old school business - hand shakes, golf clubs yacht clubs, membership
    Brokerage and Shipyards want to give them what they want
    Captains have a huge influence on owners - not the most digital people
    Owners may not necessary be in need of sales or certainly not to show it
    Magazines were more tactile and more prestigious
    People has surprisingly short-term expectations for digital
    Selling a boat takes a long time so you don’t see ROI necessarily immediately that discoverages
    The industry is built on tight relationships - you rely on your brokers - B2B not B2C
    High-value items - nobody believed people would buy online
    Communication
    They rely have more respect on traditional media BI, Yacht World, Superyacht Group
    They relied on the MLS (Yacht World, Yatco, Yacht Market, Boats.com, BI) traditional
    When people thought they needed to get digital they threw money at BI, Superyachts.com, Showboats, Yachting World….as it was cheaper then doing themselves, but they needed to share listings with other brokers
    Maintaining the databases is difficult
    Cost of other media - hard to free up budget


  • OK need to change the Relevance logo
    And also add the important things that have happened in the last 3 years in yachting and digital marketing
  • People looking for yachts for sale keywords on Google = 210K
    People who went to the Monaco Yacht Show = 30,000
    People who went to FLIBS 110K
    224 yachting groups on LinkedIn - Superyacht Owners = have 14K members
    The Superyacht Group has 14K followers on LinkedIn
    Superyacht Times has 317K on LinkedIn
    People who follow BI on Facebook = 81K
    People who follow Yachting Magazine on Facebook - 249K
    People who follow Lurssen on Facebook - 34K
    BI - 14,600 readers - 784,631 monthly visits

    Yachts for sale channel - followed by nearly 100K people with nearly 18 million views
    13:01
    NOW PLAYING
    Top 10 Most Expensive Yachts In The World - on Youtube 1.5M views

    #superyachts 275K posts on Instagram #yachts 1.5million posts
    People who like Monaco Yacht Club on Facebook - 45K


    People who follow BI on Facebook = 164K
    People who follow

  • The companies that sold the most boats (units) over 24+m in the last 10 years are the ironically the leaders in digital marketing and have been at the forefront of SEO, for 10 years.

    The companies which are coming in late are struggling, because now they have a lot to catch up on and there is now a lot of competition not only from brokers, but websites, and concierges, and MLS’, digital platforms, blogs etc.









  • Coffee Table Prestige - Interested Audience - More classically affluent audience but things are changing - they are retiring from yachting, and their kids are taking over - and they dont read mags
    Time and a place for magazine. Track it target it, bring it back - promote it even off - qr code augmented reality
    Digital is much cheaper than eg rob report
    Magazines are moving online
    Advantage of going to rob report is more trusted
    Bi is kocher
    QR codes
  • So our client’s do not buy yachts on the internet...but this is what they do most of the time. But how many are these are offline.


  • here is the new CRM quote: 80% of all sales are made on the 5th – 12th contact. 15 years ago it took on average 2 – 4 contacts before concluding a sale.
    –The National Association of Sales Executives
  • I was at lunch at the Monaco show and a client told me this story.
    “We got a call in the Fort Lauderdale office. It was strange, some guy’s assistant asking to see a yacht we had on the website. It certainly wasn’t one of our CAs. We looked up the yacht,we had it on the website, coming in from the YATCO feed from another broker. The yacht was in Nice, France. We called our broker in Monaco. He set up the visit for the guy the next day. The client flew in, and made an offer that day. The offer was accepted. We made over a million in fees in 48 hours thanks to the integration on the website Relevance has set up.” From a Happy Broker 2019
  • Yes
    Bar graph
    Charters
    Villa Rentals
    Quote from Worth Avenue…
    Quote from Verpeka Dolling

    From our data 90% of luxury holidays (charters/villa rentals/luxury hotel stays) spending over £20K/week are coming in from people searching Google finding the website and contacting the broker/agenct. Most leads come from SEO.
  • Brands need to identify an archetype that their brand embodies, that their clients unconsciously (or consciously) desire to experience. Archetypes are essentially story characters that we implicitly learn, and whose symbolic or personal significance evokes emotional reactions in the listener.

  • The Innocent
    Core desire: to get to paradise
    Goal: to be happy
    Strategy: to do things right

    The Creator
    Core desire: to create things of enduring value
    Goal: to realize a vision
    Strategy: develop artistic control and skill

    The Explorer
    Core desire: the freedom to find out who you are through exploring the world
    Goal: to experience a better, more authentic, more fulfilling life
    Strategy: journey, seeking out and experiencing new things, escape from boredom

    The Sage
    Core desire: to find the truth.
    Goal: to use intelligence and analysis to understand the world.
    Strategy: seeking out information and knowledge; self-reflection and understanding thought processes.

    The Hero
    Core desire: to prove one’s worth through courageous acts
    Goal: expert mastery in a way that improves the world
    Strategy: to be as strong and competent as possible

    The Everyman
    Core Desire: connecting with others
    Goal: to belong
    Strategy: develop ordinary solid virtues, be down to earth, the common touch

    The Caregiver
    Core desire: to protect and care for others
    Goal: to help others
    Strategy: doing things for others

    The Joker
    Core desire: to live in the moment with full enjoyment
    Goal: to have a great time and lighten up the world
    Strategy: play, make jokes, be funny

    The Magician
    Core desire: understanding the fundamental laws of the universe
    Goal: to make dreams come true
    Strategy: develop a vision and live by it

    The Rebel
    Core desire: the freedom to find out who you are through exploring the world
    Goal: to experience a better, more authentic, more fulfilling life
    Strategy: journey, seeking out and experiencing new things, escape from boredom

    The Ruler
    Core desire: control
    Goal: create a prosperous, successful family or community
    Strategy: exercise power

    The Lover
    Core desire: intimacy and experience
    Goal: being in a relationship with the people, work and surroundings they love
    Strategy: to become more and more physically and emotionally attractive

  • Storytelling Is the act of creating narratives that connect, engage, form a link with your target audience and bring them to action. In an era of digitalisation, digital storytelling is now the number one way to interact with your clientele.
  • 10 Reasons to brand…
    http://agenceluxury.com/ten-reasons-brand-your-superyacht/
    Branding gives your superyacht company its unique personality, a personality with a compelling story. It allows you to differentiate from the competition.

    a meaning, unifies its existence and creates an overall effect on your desired market, the Ultra-High-Net-Worth-Individual.
    great story
    Build the dream by showcasing the lifestyle.
    Get creative with your branding and engage potential guests from every angle.
    . Create Preference
    Verbalize the tangible differences to attract the desired clientele.
    Offer Uniqueness
    Potential clients are exposed to a hundred or more superyacht companies before making their final choice. The question is, how will they recall yours?


  • Your website is the anchor behind all your digital marketing efforts.
    Yachting websites must be Mobile friendly, have Feeds, use Video, have a CRM

  • When you perform a search on Google (or any other search engine) the order by which the returning results are displayed, is based on complex algorithms.

    These algorithms take a number of factors into account to decide which web page should be shown in the first place, second place etc.

    What factors do you feel might be important?

  • When you perform a search on Google (or any other search engine) the order by which the returning results are displayed, is based on complex algorithms.

    These algorithms take a number of factors into account to decide which web page should be shown in the first place, second place etc.

    What factors do you feel might be important?

  • According to Andrey Lipattsev, Search Quality Senior Strategist at Google, high-quality content and link building are the two most important signals used by Google to rank your website for search.
    impactbnd.com
  • SEO is responsible for about 70% of online sales or enquiries
    It is when people click through to you when you search for a yachting service on a search engine like Google
    It is a free service not paid like Google Ads
    Google has changed dramatically since 1998 and now is a very complex and intelligent machine. At the base it is not very complicated. Google reads words and scores you on the PR you have linking to your site.
    not necessarily code - so don’t try this at home and dont get the intern to do it also dont use an italian to do english and vice versa
  • The interest appears to be heading down slowly on very broad keywords. The highest levels of search are in the summer, between July and August.
  • Users are more and more educated and tend to search for very specific products, yet demand a large offering. More and more users will search for :
    50m Yachts for sale - Sanlorenzo for sale - 116 Sunseeker for Sale - Explorer yachts for sale
  • SEO is pretty expensive and a long term investment. However you can get to the top of Google by paying them. It isn’t as efficient but it will get you business. Here is a how to.
  • SEO is pretty expensive and a long term investment. However you can get to the top of Google by paying them. It isn’t as efficient but it will get you business. Here is a how to.
  • SEO is pretty expensive and a long term investment. However you can get to the top of Google by paying them. It isn’t as efficient but it will get you business. Here is a how to.
  • SEO is pretty expensive and a long term investment. However you can get to the top of Google by paying them. It isn’t as efficient but it will get you business. Here is a how to.
  • Graph showing digital marketing spend over traditional print
    Zenith, a media agency owned by Publicis Media, predicts global social media ad spend will grow 20% this year, reaching $84 billion. According to Zenith’s data, social media advertising will account for 13% of total global ad spend and rank as the third-largest advertising channel, behind TV and paid search.
    2019 will be the first year that social media ad spend outperforms print ad spend, says Zenith, with newspaper and magazine ads generating less than $69 billion this year.
    https://marketingland.com/social-media-ad-spend-to-surpass-print-for-first-time-268998
    Zenith attributes the growth across social media ad channels to SMBs shifting and adding budgets in order to take advantage of the targeting and localization capabilities offered by platforms like Facebook.

    Facebook reported last Friday that it estimates more than 140 million businesses are currently using its family of apps (Facebook, Instagram, Messenger and WhatsApp) every month, “To find new customers, hire employees or engage with their communities.”

    The ad targeting capabilities offered by social networks is enough to help push social into the top three ad channels, but it still falls behind paid search. According to Zenith’s report, paid search ads will take in $107 billion in 2019 and own 17% of global ad spend. This is the first year paid search ads are expected to generate more than $100 billion globally, up 8% from last year.

  • It’s no misconception that the yachting industry took its time in embracing social media, whilst other luxury brands (supercars and the like) welcomed the platforms and reaped the rewards, the yachting industry remained cautious due to the conception that the target market in the superyacht industry, i.e. the owners, wouldn’t engage with a company’s social media channels.

    But recently, the industry has realised the benefits of running successful social media profiles, and are beginning to include social media in their overall digital marketing strategies.

    But how has the benefitted the industry…?



  • This is a great, quick win in making your consumers feel part of your companies journey. Encourage your customers to share their images using a branded hashtag.

  • One of the success stories from the past year is Arience. The yacht was sold and the owner made a strategic decision to hire Dean PiIatti as the captain.
    Pilatti gathered a crew of well-known yachting influencers. Jared Watney, one of the main YouTubers in yachting was hired on deck, while Dean Harrison was hired as a chef.
    The team create content, sharing on their channels, cross-promoting the vessel they’re working on.
    Arience Instagram grew at great speed, reaching over over 11k followers in less than 6 months, grabbing the attention of the entire yachting community.
  • Remember your target audience - what do they want from you as a brand?
    Always post high-quality content
    Sell the lifestyle of your brand, rather than constantly pushing the product
    Encourage consumers to interact with your brand
    Ask questions
    Share polls, industry news and interesting insights
    Include user generated content in your strategy
    Utilise all the social media tools available to you: stories, carousels, polls, IGTV, live
    Be consistent; social platforms reward consistency and engagement
    Post when your audience is active for optimum reach
    Include influencers in your wider digital strategy
    Make sure your brand is clear and established across all your social media platforms
    Stay tuned to your analytics, they can reveal a lot about your current audience
  • Remember your target audience - what do they want from you as a brand?
    Always post high-quality content
    Sell the lifestyle of your brand, rather than constantly pushing the product
    Encourage consumers to interact with your brand
    Ask questions
    Share polls, industry news and interesting insights
    Include user generated content in your strategy
    Utilise all the social media tools available to you: stories, carousels, polls, IGTV, live
    Be consistent; social platforms reward consistency and engagement
    Post when your audience is active for optimum reach
    Include influencers in your wider digital strategy
    Make sure your brand is clear and established across all your social media platforms
    Stay tuned to your analytics, they can reveal a lot about your current audience
  • Remember your target audience - what do they want from you as a brand?
    Always post high-quality content
    Sell the lifestyle of your brand, rather than constantly pushing the product
    Encourage consumers to interact with your brand
    Ask questions
    Share polls, industry news and interesting insights
    Include user generated content in your strategy
    Utilise all the social media tools available to you: stories, carousels, polls, IGTV, live
    Be consistent; social platforms reward consistency and engagement
    Post when your audience is active for optimum reach
    Include influencers in your wider digital strategy
    Make sure your brand is clear and established across all your social media platforms
    Stay tuned to your analytics, they can reveal a lot about your current audience
  • Remember your target audience - what do they want from you as a brand?
    Always post high-quality content
    Sell the lifestyle of your brand, rather than constantly pushing the product
    Encourage consumers to interact with your brand
    Ask questions
    Share polls, industry news and interesting insights
    Include user generated content in your strategy
    Utilise all the social media tools available to you: stories, carousels, polls, IGTV, live
    Be consistent; social platforms reward consistency and engagement
    Post when your audience is active for optimum reach
    Include influencers in your wider digital strategy
    Make sure your brand is clear and established across all your social media platforms
    Stay tuned to your analytics, they can reveal a lot about your current audience
  • Remember your target audience - what do they want from you as a brand?
    Always post high-quality content
    Sell the lifestyle of your brand, rather than constantly pushing the product
    Encourage consumers to interact with your brand
    Ask questions
    Share polls, industry news and interesting insights
    Include user generated content in your strategy
    Utilise all the social media tools available to you: stories, carousels, polls, IGTV, live
    Be consistent; social platforms reward consistency and engagement
    Post when your audience is active for optimum reach
    Include influencers in your wider digital strategy
    Make sure your brand is clear and established across all your social media platforms
    Stay tuned to your analytics, they can reveal a lot about your current audience
  • Remember your target audience - what do they want from you as a brand?
    Always post high-quality content
    Sell the lifestyle of your brand, rather than constantly pushing the product
    Encourage consumers to interact with your brand
    Ask questions
    Share polls, industry news and interesting insights
    Include user generated content in your strategy
    Utilise all the social media tools available to you: stories, carousels, polls, IGTV, live
    Be consistent; social platforms reward consistency and engagement
    Post when your audience is active for optimum reach
    Include influencers in your wider digital strategy
    Make sure your brand is clear and established across all your social media platforms
    Stay tuned to your analytics, they can reveal a lot about your current audience
  • Remember your target audience - what do they want from you as a brand?
    Always post high-quality content
    Sell the lifestyle of your brand, rather than constantly pushing the product
    Encourage consumers to interact with your brand
    Ask questions
    Share polls, industry news and interesting insights
    Include user generated content in your strategy
    Utilise all the social media tools available to you: stories, carousels, polls, IGTV, live
    Be consistent; social platforms reward consistency and engagement
    Post when your audience is active for optimum reach
    Include influencers in your wider digital strategy
    Make sure your brand is clear and established across all your social media platforms
    Stay tuned to your analytics, they can reveal a lot about your current audience
  • Remember your target audience - what do they want from you as a brand?
    Always post high-quality content
    Sell the lifestyle of your brand, rather than constantly pushing the product
    Encourage consumers to interact with your brand
    Ask questions
    Share polls, industry news and interesting insights
    Include user generated content in your strategy
    Utilise all the social media tools available to you: stories, carousels, polls, IGTV, live
    Be consistent; social platforms reward consistency and engagement
    Post when your audience is active for optimum reach
    Include influencers in your wider digital strategy
    Make sure your brand is clear and established across all your social media platforms
    Stay tuned to your analytics, they can reveal a lot about your current audience
  • Remember your target audience - what do they want from you as a brand?
    Always post high-quality content
    Sell the lifestyle of your brand, rather than constantly pushing the product
    Encourage consumers to interact with your brand
    Ask questions
    Share polls, industry news and interesting insights
    Include user generated content in your strategy
    Utilise all the social media tools available to you: stories, carousels, polls, IGTV, live
    Be consistent; social platforms reward consistency and engagement
    Post when your audience is active for optimum reach
    Include influencers in your wider digital strategy
    Make sure your brand is clear and established across all your social media platforms
    Stay tuned to your analytics, they can reveal a lot about your current audience
  • So, which is better: digital or traditional PR? The answer is not straightforward.
    To start with, there is a reason why traditional PR is, well, the tradition. The world might be becoming more digital, but there is still something to be said about good old-fashioned networking and relationship building.
    the public at large still depends on traditional media sources like radio, television and print.

    Digital PR enables businesses and entrepreneurs to cost-effectively reach millions of potential customers. Why waste time and money reaching out to newspapers or going to trade shows when you can instantly reach millions of people with the click of a button?

  • PROS
    It’s great for Brand Awareness
    You write only one and get many press clippings back (and sometimes links to your site)
    It’s free (most of the time, some US publications charge to feature PRs)
    You can quote the publication, an authority when sharing the article on social or on your site.

    CONS
    You may not get a link back to your site (even when the publication shares your news online)
    You will not have a say in what the texts reads, it can turn out to be a negative article about your brand
    You have to follow up all the time as journalists don’t always send press clippings/url to the article/news they cover.
    Businesses should execute a combination of both traditional and digital PR for maximum exposure. Like so many things in life, one must balance the old with the new, and it is the challenge of every public relations expert to find where that balance lies.
  • Digital PR, also known as sponsored posts. They need to be great pieces of content, but exist mainly for the links that point to your site.
    PROS
    You select the publication (doesn’t have to be yachting, but can be financial, business, travel, luxury lifestyle..) you want to be featured in and get a link back
    Lands on the page you’re trying to promote
    You write so you can include your keyword and its synonyms
    You can choose the anchor text
    CONS
    You often have to pay for it- Some major publications accept such submission as native content/advertorial
    Bloggers don’t always accept to share the articles they publish on their social media channels
  • So, which is better: digital or traditional PR? The answer is not straightforward.
    To start with, there is a reason why traditional PR is, well, the tradition. The world might be becoming more digital, but there is still something to be said about good old-fashioned networking and relationship building.
    the public at large still depends on traditional media sources like radio, television and print.

    Digital PR enables businesses and entrepreneurs to cost-effectively reach millions of potential customers. Why waste time and money reaching out to newspapers or going to trade shows when you can instantly reach millions of people with the click of a button?


  • Short Term: Increased focus on Video (Tik Tok), Personalised everything, Chatbots, Programmatic advertising, Smart homes, Conversational marketing, Micro influencers
    Medium Term: Visual search, voice-powered search, Augmented reality, VR marketing, Blockchain, Lifecycle marketing, Single marketing software, Live video
    Long Term: AI (particularly for customer service), Smart cities
  • Relevance is a digital yacht marketing agency with 25 years of experience in the yacht marketing sector. Based in Monaco, London & Fort Lauderdale, we have worked with brokers, charter companies, yacht management, yacht crew, suppliers and services on website design and development, SEO, advertising, social media, PR & content. We have been responsible for growing our client’s business using online marketing. Some only sell online.
    We have noticed an increase in demand for digital yacht marketing.

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