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.

I am talking about Digital Advertising.

For a lot of companies, digital ADV is not a great tool to focus on.

After all, it comes naturally to think 

“Who would ever buy a yacht worth millions on Facebook?”

And indeed, you are not all wrong…

 To sell today a fundamental point to take into consideration is the digital positioning, and ADV allows you to increase exponentially your positioning.

Furthermore, I know that it can sound weird, but with Digital Ads you can sell your yachts.

I’m not joking,

With Digital Advertising you can select your audience in an extremely precise way. You can target age, gender, interest, behaviors, demographics and in certain countries even year income.

Furthermore, you can show your post only to those people who have made high value actions in your website or in your social pages.

In this way you can position yourself in people's minds without aggressively marketing and when they think a brand in your market

Using a great digital marketing strategy today is not an option, it is a key point for any business.

To be able to talk about the uses of advertising, you must first have a clear idea of the concept of Funnel. To simplify the concept, imagine the funnel as the path that your user takes before turning into customers, both online and offline.

This Path is divided in step called 

1. Prospecting or Top of the funnel (TOFU)
2. Consideration or Middle of the funnel (MOFU) 
3. Conversion or Bottom of the funnel (BOFU) 

In every part of this path, you need to communicate in different ways.

A person who has just met you or your brand is “colder” than a person who is ready to buy. 

The power of digital advertising is that you can communicate in a personal way in each of these phases. 

To do prospecting in an appropriate way you need to use attractive content like drone videos, emotional reel or great image.

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.

At this point you can say:

"Great, but how much does it cost me?"

Much less than you think...