Consumer Discretionary

<p>Today I want to go deep into a tool that is often underestimated in the yachting market and often in the luxury market in general.</p><p>I am talking about<strong>&nbsp;</strong>Digital Advertising.</p><p>For a lot of companies, digital ADV is not a great tool to focus on.</p><p>After all, it comes naturally to think&nbsp;</p><p>&ldquo;Who would ever buy a yacht worth millions on Facebook?&rdquo;</p><p>And indeed, you are not all wrong&hellip;</p><p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://kradminasset.s3.ap-south-1.amazonaws.com/ExpertViews/Matteo+1.PNG" /></p><p><strong>&nbsp;</strong>To sell today a fundamental point to take into consideration is the digital positioning, and ADV allows you to increase exponentially your positioning.</p><p>Furthermore, I know that it can sound weird, but&nbsp;with Digital Ads you can sell your yachts.</p><p>I&rsquo;m not joking,</p><p>With Digital Advertising&nbsp;you can select your audience in an extremely precise way.&nbsp;You can target&nbsp;age, gender, interest, behaviors, demographics and in certain countries even year income.</p><p>Furthermore,<strong>&nbsp;</strong>you can show your post only to those people who have made high value actions&nbsp;in your website or in your social pages.</p><p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://kradminasset.s3.ap-south-1.amazonaws.com/ExpertViews/Matteo+2.PNG" /></p><p>In this way&nbsp;you can position yourself in people's minds without aggressively marketing&nbsp;and when they think a brand in your market</p><p>Using a great digital marketing strategy today is not an option, it is a key point for any business.</p><p>To be able to talk about the uses of advertising, you must first have a clear idea of the concept of&nbsp;Funnel. To simplify the concept,&nbsp;imagine the funnel as the path that your user takes before turning into customers, both online and offline.</p><p>This Path is divided in step called&nbsp;</p><ol><li>Prospecting or Top of the funnel (TOFU)</li><li>Consideration or Middle of the funnel (MOFU)&nbsp;</li><li>Conversion or Bottom of the funnel (BOFU)&nbsp;</li></ol><p>In every part of this path, you need to communicate in different ways.</p><p>A person who has just met you or your brand is &ldquo;colder&rdquo; than a person who is ready to buy.&nbsp;</p><p>&nbsp;</p><p><img style="display: block; margin-left: auto; margin-right: auto;" src="https://kradminasset.s3.ap-south-1.amazonaws.com/ExpertViews/matteo+3.PNG" /></p><p>The power of digital advertising is that you can communicate in a personal way in each of these phases.&nbsp;</p><p>To do prospecting in an appropriate way you need to use attractive content like drone videos, emotional reel or great image.</p><p>Otherwise, in BOFU, you have a hot prospect that is interested to your product, and you can push him to book a virtual tour of your boat or something else that leads to close the sale.</p><p>At this point you can say:</p><p>"Great, but how much does it cost me?"</p><p>Much less than you think...</p><p>&nbsp;</p>