The document discusses the importance of digital marketing for businesses, comparing print vs digital advertising. It outlines the benefits of digital like lower costs, ability to track campaigns, and reach broader audiences. Later sections provide tips for digital marketing strategies in yachting, including search engine optimization, social media, video storytelling, and public relations. The future of digital marketing is also addressed, with predictions that video, personalization, and artificial intelligence will become more prominent.
Strategic Development Plan of Ukrainian Sea Ports Authority (USPA) for 2021-2025 was agreed with the Supervisory Board and approved by the the Ministry of Infrastructure of Ukraine (Order dated August 10, 2020 No. 445). Within the framework of the Strategic plan implementation, capital assets and business processes of the enterprise will be modernized as well as operational efficiency and international competitiveness of Ukrainian sea ports will be enhanced.
Strategic Development Plan of Ukrainian Sea Ports Authority (USPA) for 2021-2025 was agreed with the Supervisory Board and approved by the the Ministry of Infrastructure of Ukraine (Order dated August 10, 2020 No. 445). Within the framework of the Strategic plan implementation, capital assets and business processes of the enterprise will be modernized as well as operational efficiency and international competitiveness of Ukrainian sea ports will be enhanced.
With the rise of the Internet, online travel agencies has been one of the most dramatic examples of the digital transformation.
This survey was made in order to better understand the online booking behaviors of Vietnamese people.
This survey was conducted among 319 respondents who use online for booking hotels, transportation or package for travelling.
The survey was conducted in June 2021.
Strategic plan harvard business review casestudy airbnb company Mohie Ismail
This document provides the Strategic Plan for Airbnb for 2017-2021. The plan provides an analysis and evaluation of Airbnb by reviewing the company’s strategic management, profitability and market competitiveness. Methods of analysis include Strategic Position & Action Evaluation (SPACE) Matrix, and Grand Strategy Selection Matrix as well as Situational Analysis.
Thanks to the popularity of internet and social media, the information that Vietnamese receive become more versatile. So what are the effective information for them?
This survey is conducted in order to track the trend of usage and trusted information sources.
A marketing activity PowerPoint slide show having a professional and visual look, that captures the attention of the audience is very hard to make. Bearing this in mind here we have come up with a ready-made 80 slides Marketing Activity Report PowerPoint Presentation Slides for you to showcase company’s marketing activities. Furthermore, our PPT example helps to cast spotlight on the marketing plan as this Marketing Report presentation deck sample has slides like monthly marketing calendar, sales by region, sales performance reporting, key financials, key deliverables and timeline, return on investment (ROI), product wise performance, marketing roadmap, website performance review, search engine rankings and many more. Best part is that you can use this PowerPoint presentation show to share business as well as market information with your colleagues. In addition, with help of our Marketing Activity Report PPT sample file you can give recommendation to your employees for future planning of market strategy. Apart from this, using this PowerPoint sample deck is simple and this complete deck is fully editable, so you can make changes as per your own need. Finally, to make it effortless for you this presentation deck comprises of slide templates like monthly pipeline summary, lead generation activities, web traffic insights, marketing reach by channels and so on. So, get started now by simply downloading our Marketing Activity Report PowerPoint Presentation Slides deck and amaze your peers as you will grab instant attention of very onlooker. You have some issues to resolve. Deal with them through our Marketing Activity Report PowerPoint Presentation Slides.
New Product Launch Plan Powerpoint Presentation SlidesSlideTeam
Showcase your exciting brand releasing journey using these New Product Launch Plan PowerPoint Presentation Slides. Take the assistance of these product launch PowerPoint templates to depict various development plans like manufacturing plan, operational plan, budgeting plan, etc. Take advantage of these product introduction PowerPoint slideshow to reveal the phases of marketing launch plan such as creating press releases, using twitter, etc. Utilize these product promotion PPT visuals to demonstrate the phases of product development funnel like discovery, exploration, scoping, development, etc. Create an effective marketing plan comprising direct marketing, public relations, personal selling, sales promotion, and advertising using these brand launch PowerPoint deck. Implement content writing, paid organic search, email marketing, and social media management for creating a wonderful marketing plan using these brand launch PPT infographics. Achieve your business objectives through the creation of a product roadmap consisting of celebrity partnership, press launch, ongoing marketing, etc. Download these amazing product release PPT slides to increase the demand for your offerings. https://bit.ly/3jjOMVQ
This deck consists of total of twenty seven slides. It has PPT slides highlighting important topics of Brand Launch PowerPoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation. http://bit.ly/2uoQcsP
How to Run A/B Tests Successfully by Vice Media Product ManagerProduct School
This was an informal chat about what it's like running A/B Tests for a media company. George covered the different ways A/B Tests can be implemented within an organization and also touched on some of the misconceptions of A/B Testing.
Uthando African Experiences is an online platform that helps travelers find and book authentic African experiences online. Our mission is to build Africa's largest database of authentic sustainable African activity and experience hosts with developing communities in heart.
Reality show is one of the most popular program in Vietnam. Our survey will help you understand its popularity and all the other related things about the program.
Digital in 2016: The Year of Consumer-Led Communications MarketingEdelman
Edelman’s digital marketing forecast predicts that consumers will become the priority central marketing function in 2016. This year marks the rise of the Consumer Marketing Director.
With the rise of the Internet, online travel agencies has been one of the most dramatic examples of the digital transformation.
This survey was made in order to better understand the online booking behaviors of Vietnamese people.
This survey was conducted among 319 respondents who use online for booking hotels, transportation or package for travelling.
The survey was conducted in June 2021.
Strategic plan harvard business review casestudy airbnb company Mohie Ismail
This document provides the Strategic Plan for Airbnb for 2017-2021. The plan provides an analysis and evaluation of Airbnb by reviewing the company’s strategic management, profitability and market competitiveness. Methods of analysis include Strategic Position & Action Evaluation (SPACE) Matrix, and Grand Strategy Selection Matrix as well as Situational Analysis.
Thanks to the popularity of internet and social media, the information that Vietnamese receive become more versatile. So what are the effective information for them?
This survey is conducted in order to track the trend of usage and trusted information sources.
A marketing activity PowerPoint slide show having a professional and visual look, that captures the attention of the audience is very hard to make. Bearing this in mind here we have come up with a ready-made 80 slides Marketing Activity Report PowerPoint Presentation Slides for you to showcase company’s marketing activities. Furthermore, our PPT example helps to cast spotlight on the marketing plan as this Marketing Report presentation deck sample has slides like monthly marketing calendar, sales by region, sales performance reporting, key financials, key deliverables and timeline, return on investment (ROI), product wise performance, marketing roadmap, website performance review, search engine rankings and many more. Best part is that you can use this PowerPoint presentation show to share business as well as market information with your colleagues. In addition, with help of our Marketing Activity Report PPT sample file you can give recommendation to your employees for future planning of market strategy. Apart from this, using this PowerPoint sample deck is simple and this complete deck is fully editable, so you can make changes as per your own need. Finally, to make it effortless for you this presentation deck comprises of slide templates like monthly pipeline summary, lead generation activities, web traffic insights, marketing reach by channels and so on. So, get started now by simply downloading our Marketing Activity Report PowerPoint Presentation Slides deck and amaze your peers as you will grab instant attention of very onlooker. You have some issues to resolve. Deal with them through our Marketing Activity Report PowerPoint Presentation Slides.
New Product Launch Plan Powerpoint Presentation SlidesSlideTeam
Showcase your exciting brand releasing journey using these New Product Launch Plan PowerPoint Presentation Slides. Take the assistance of these product launch PowerPoint templates to depict various development plans like manufacturing plan, operational plan, budgeting plan, etc. Take advantage of these product introduction PowerPoint slideshow to reveal the phases of marketing launch plan such as creating press releases, using twitter, etc. Utilize these product promotion PPT visuals to demonstrate the phases of product development funnel like discovery, exploration, scoping, development, etc. Create an effective marketing plan comprising direct marketing, public relations, personal selling, sales promotion, and advertising using these brand launch PowerPoint deck. Implement content writing, paid organic search, email marketing, and social media management for creating a wonderful marketing plan using these brand launch PPT infographics. Achieve your business objectives through the creation of a product roadmap consisting of celebrity partnership, press launch, ongoing marketing, etc. Download these amazing product release PPT slides to increase the demand for your offerings. https://bit.ly/3jjOMVQ
This deck consists of total of twenty seven slides. It has PPT slides highlighting important topics of Brand Launch PowerPoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation. http://bit.ly/2uoQcsP
How to Run A/B Tests Successfully by Vice Media Product ManagerProduct School
This was an informal chat about what it's like running A/B Tests for a media company. George covered the different ways A/B Tests can be implemented within an organization and also touched on some of the misconceptions of A/B Testing.
Uthando African Experiences is an online platform that helps travelers find and book authentic African experiences online. Our mission is to build Africa's largest database of authentic sustainable African activity and experience hosts with developing communities in heart.
Reality show is one of the most popular program in Vietnam. Our survey will help you understand its popularity and all the other related things about the program.
Digital in 2016: The Year of Consumer-Led Communications MarketingEdelman
Edelman’s digital marketing forecast predicts that consumers will become the priority central marketing function in 2016. This year marks the rise of the Consumer Marketing Director.
The costomer behaviour is evolving and changing and brands should understand those changes.
Those digital trends will help brands adapt their digital marketing strategies and meet the customer's new needs.
Debra Dixon-Anderson from Light of Gold PR Co-Facilitated with Pierre DeBois of Zimana, this powerful webinar for the Greater NY Chamber! We dropped gems and tips on the power of Social Media, Web, Video and Lives and Analytics! Check out what you missed!
What's it about?
2013 marked a sea change in what is required for B2B lead and sales generation. Search Engine Marketing along with Social Engagement is now the pivotal combination to creating sales results. Get streetwise on how to use content marketing to serve up leads and convert opportunity, in conjunction with Search and Social.
Who's it for?
This seminar is designed for B2B marketers seeking to deliver best in class lead generation programmes. Particularly if you provide technology solutions or are a professional service firm, this workshop is not to be missed.
What's in it for me?
We'll serve you a fabulous breakfast and great coffee, while you get to:
Understand how getting results from SEO, Adwords and remarketing has dramatically changed in 2013.
Find out why engaging content is absolutely key to building your sales pipeline, and to convert opportunity into purchase.
Learn how to implement measurable search and social demand generation, that will get results irrespective of your type
Advertising Trends in Digital and Traditional Media Channels Can J. Ogan
The customer is getting bombarded with more and more advertisements every day. While the techniques and technology are changing rapidly, it is becoming harder to build brand awareness and engage with potential customers today.
A new perspective to social media platforms and their best practices that will help you or your brand build social practices. My point of view on how technology plays an important role in reaching people.
Social Media Marketing & the Travel IndustryGina Lednyak
What is social media marketing and how does it effect the tourism industry, how can your business leverage social media and finally what does the future of social media hold and what does it mean for your travel business.
Sean Singleton of Your Favourite Story spoke at the In-cosmetics event, about using digital marketing to launch your beauty brand and increase profit.
Want to learn more? contact sean.singleton@yourfavouritestory.com for your free ebook download.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
7. 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
8.
9.
10. 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
11. PRINT touches an specific
audience 100% interested by
the topic.
DIGITAL reaches a broader
audience.
PRINT VS DIGITAL
The Audience
@RomagnoliRumble @rumbleromagnoli relevanceyacht.com
12. Reach is dropping for PRINT
publications.
Reach is increasing on
DIGITAL platforms.
PRINT VS DIGITAL
The Reach
@RomagnoliRumble @rumbleromagnoli relevanceyacht.com
13. 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
14. 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
15. 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
16. 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
17. 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
18. 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
22. 80% of all sales are made on the
5th – 12th contact.
––The National Association of Sales Executives
@RomagnoliRumble @rumbleromagnoli relevanceyacht.com
25. DO PEOPLE CHARTER YACHTS ONLINE?
of luxury holidays are sourced from
people searching on Google
@RomagnoliRumble @rumbleromagnoli relevanceyacht.com
29. 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
44. 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
58. 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.
59. ● 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
60. 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)
61. SOCIAL MEDIA
85% of consumers find visual user
generated content more influential
than brand photos or videos.
62. 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
71. Make sure the brand is clear and established across all your social
media platforms
72.
73. Video, in all formats, is the best way to
use digital storytelling to sell the dream.
@RomagnoliRumble @rumbleromagnoli relevanceyacht.com
74.
75.
76. 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.
77. 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.
78.
79. 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
80. Relevance is a digital yacht
marketing agency with 25 years
of experience in the yacht
marketing sector.
RELEVANCE & IMPLICATION ON YACHT INDUSTRY
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.