The Superyacht Group would like to formally unveil Relevance as its headline partner for The Superyacht Marketing Forum. The Monte Carlo-based luxury digital marketing agency, whose specialism is businesses within the superyacht industry, will add its expertise within the online sphere to the two-day event (3rd – 4th December, London).
CEO, Rumble Romagnoli, who is also Digital Marketing Professor at the International University of Monaco for the MBA, Luxury Brand Management, and Fashion courses, spoke exclusively to SuperyachtNews about the industry’s reliance on traditional forms of marketing, ahead of a candid discussion on the imminence of the digital transition
“Traditional marketing is still great, and owners still want a copy of The Superyacht Report on the back of their boat, but digital is more dynamic in that it can equip you with more data and statistics about who is looking at you, where they are, and which device they are using”, Romagnoli explains. “Both Millennials and Generation Y increasingly prefer to engage with brands online.”
The term ’digital marketing’ is used with abandon in our industry, but there is little evidence to suggest it is being applied effectively across the board, or that its facets are properly understood. While some misinterpret it as a fluffy concept, it is in fact, deeply grounded in quantitative analysis.
“You’re dealing with very high-value goods”, he continues. “It’s not the only industry that is based on gentlemen’s agreements or word of mouth; lots of luxury sectors are like that. But luxury brands such as Louis Vuitton, Chanel or Burberry have migrated [to digital marketing strategies] a lot quicker, because their values are much lower. The yachting industry has always thought that billionaires are not online, or won’t buy a yacht online. The latter may be true, but it can represent a touch point they come across, or they may have children or assistants doing research for them online.”
Romagnoli’s point is a good one – the online sphere offers an unprecedented opportunity to expand client pools and create new engagement networks. While traditional marketing methodologies have served the industry well, in terms of maintaining business levels, key performance metrics have plateaued in recent years, and this is in no small part, due to the lack of progress within the marketing sphere.
Romagnoli will be among an astoundingly diverse range of marketing experts on hand to educate, inform and guide attending delegates on how to execute the transition to ‘marketing 2.0’ and this informal two-day gathering will be taking place within one of the world’s most desirable destinations, London’s fashionable Shoreditch, within the confines of the world-renowned Curtain Hotel.
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