{"id":11195,"date":"2023-04-19T09:15:00","date_gmt":"2023-04-19T07:15:00","guid":{"rendered":"https:\/\/relevance.digital\/?p=11195"},"modified":"2023-11-29T13:44:49","modified_gmt":"2023-11-29T12:44:49","slug":"det-vigtigste-fra-relevance-uhnw-digital-marketing-whitepaper","status":"publish","type":"post","link":"https:\/\/relevance.digital\/da\/key-takeouts-from-relevance-uhnw-digital-marketing-whitepaper\/","title":{"rendered":"De vigtigste konklusioner fra Relevance's whitepaper om digital markedsf\u00f8ring for UHNW"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Relevance har udgivet sit seneste whitepaper om digital markedsf\u00f8ring, der giver et fascinerende indblik i UHNWI'er, herunder tips til, hvordan man markedsf\u00f8rer sig over for UHNWI'er fra vores eksperter i digital markedsf\u00f8ring og luksusbranding.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Relevance har hjulpet luksusvirksomheder med at markedsf\u00f8re deres produkter og tjenester til UHNWI'er i mere end et \u00e5rti. Vores seneste whitepaper om digital markedsf\u00f8ring til UHNW'er bygger p\u00e5 forskning fra store rapporter, herunder Wealth-X 2022 Ultra-Wealth Report og vores egen forskning, der er indsamlet fra over et \u00e5rtis erfaring med markedsf\u00f8ring til denne velhavende kohorte.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vores whitepaper tager et dybdeg\u00e5ende kig p\u00e5 en af verdens rigeste m\u00e5lgrupper, herunder deres personlighedstr\u00e6k og interesser, prim\u00e6re placeringer, kilder til rigdom og forbrugsvaner. Den indeholder ogs\u00e5 eksperttips til at skr\u00e6ddersy marketingstrategier p\u00e5 tv\u00e6rs af vores kerneydelser, herunder luksusbranding, SEO, betalt annoncering, indholdsskabelse, sociale medier, influencer marketing, PR samt CRM og marketing automation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her gennemg\u00e5r vi nogle af de vigtigste konklusioner fra vores whitepaper om digital markedsf\u00f8ring for UHNW. Du kan downloade hele UHNW-hvidbogen i slutningen af denne artikel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">DET VIGTIGSTE FRA RELEVANCE'S UHNW DIGITAL MARKETING WHITEPAPER<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Relevance's UHNW whitepaper analyserer denne eksklusive m\u00e5lgruppe og giver et klart indblik i denne elitegruppe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Det, vi tager med os, er bl.a:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">N\u00f8gletal<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Der er 392.410 UHNWI'er p\u00e5 verdensplan med en gennemsnitlig nettoformue p\u00e5 $67 millioner USD (kvinder) og $63 millioner USD (m\u00e6nd).<\/li>\n\n\n\n<li>Andelen af UHNW-kvinder er st\u00e6rkt stigende, og kvinder udg\u00f8r nu 10,8% af UHNW-befolkningen.&nbsp;<\/li>\n\n\n\n<li>Gennemsnitsalderen for den globale UHNW-befolkning er 64 \u00e5r for kvinder og 65 \u00e5r for m\u00e6nd; kun 14% af kvinderne og 10% af m\u00e6ndene er yngre end 50 \u00e5r.<\/li>\n\n\n\n<li>UHNWI'er bruger mere end $300 milliarder p\u00e5 luksusvarer hvert \u00e5r.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Steder og kilder til rigdom&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nordamerika er stadig verdens dominerende formuecentrum med 34,3% af den globale UHNW-formue - men forskellen bliver mindre.&nbsp;<\/li>\n\n\n\n<li>Asien er nu den n\u00e6stst\u00f8rste UHNW-region, mens Europa er faldet til tredjepladsen.<\/li>\n\n\n\n<li>45% af verdens ultraformuer er fortsat koncentreret i USA og Kina.&nbsp;<\/li>\n\n\n\n<li>Asien og Australien vil opleve den hurtigste v\u00e6kst i UHNWI'er i l\u00f8bet af de n\u00e6ste fem \u00e5r.&nbsp;<\/li>\n\n\n\n<li>Antallet af selvskabte UHNWI'er forts\u00e6tter med at stige.&nbsp;<\/li>\n\n\n\n<li>Kun 4,8% af UHNW-m\u00e6ndene og 25,3% af UHNW-kvinderne har udelukkende arvet deres formue.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Personlighedstr\u00e6k og interesser<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Det prim\u00e6re erhverv for UHNW-m\u00e6nd er bank og finans, mens det mest almindelige erhverv for UHNW-kvinder er non-profit og sociale organisationer.&nbsp;<\/li>\n\n\n\n<li>UHNWI'er udviser h\u00f8j grad af mental stabilitet, selvtillid og har en h\u00f8j tolerancet\u00e6rskel over for frustration.<\/li>\n\n\n\n<li>UHNW-kvinder er mere f\u00f8lelsesm\u00e6ssigt bevidste end deres mandlige modstykker.<\/li>\n\n\n\n<li>UHNWI'er viser stor interesse for sport, filantropi og friluftsliv.<\/li>\n\n\n\n<li>UHNW-kvinder bruger en tre gange st\u00f8rre andel (13%) af deres formue p\u00e5 luksusgoder som kunst og fast ejendom end m\u00e6nd (4%). UHNW-m\u00e6nd allokerer en lidt st\u00f8rre andel af deres formue til likvide aktiver og offentlige besiddelser.<\/li>\n\n\n\n<li>Ultra-rige kvinder foretr\u00e6kker at k\u00f8be og eje avanceret kunst, luksusure og smykker, mens ultra-rige m\u00e6nd foretr\u00e6kker at eje jetfly og yachts, hvilket passer til deres tankegang om at blande forretning og forn\u00f8jelse.<br><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Effektive digitale marketingl\u00f8sninger til UHNW<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ud over at udforske en af verdens rigeste m\u00e5lgrupper i detaljer, giver Relevance's whitepaper insiderviden om, hvordan man markedsf\u00f8rer UHNWI'er.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing til en af verdens rigeste befolkningsgrupper giver unikke udfordringer, is\u00e6r fordi deres lille antal let kan sl\u00e5 en marketingmedarbejder ud af kurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hvis luksusbrands vil have succes med at ramme denne meget elit\u00e6re m\u00e5lgruppe, skal de virkelig forst\u00e5 dem og skr\u00e6ddersy alle elementer i deres digitale marketingstrategi derefter. Luksusmarkedsf\u00f8rere skal forst\u00e5, at massemarkedsstrategier ikke vil fungere med denne eksklusive gruppe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her er blot nogle af de vigtigste tips fra Relevance's eksperter i digital markedsf\u00f8ring og branding af luksusprodukter p\u00e5 tv\u00e6rs af vores kerneydelser:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Luksus-branding<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Et luksusbrand skal have en klar vision og virkelig forst\u00e5, hvad der g\u00f8r dem unikke. Relevance starter ethvert brandingprojekt med f\u00f8rst at etablere virksomhedens positionering, hvilket kulminerer i en <a href=\"https:\/\/relevance.digital\/da\/tjenester-2\/pre-branding-identitet\/\">pre-branding identitet<\/a> dokument.&nbsp;<\/li>\n\n\n\n<li>Brands, der markedsf\u00f8rer sig til UHNWI'er, skal se ud, som de skal. Billederne skal altid v\u00e6re professionelle, unikke og gennemt\u00e6nkte, og typografien skal v\u00e6re elegant og afspejle, hvordan brandet \u00f8nsker at kommunikere med sit publikum.<\/li>\n\n\n\n<li>Stockbilleder skal undg\u00e5s, hvor det er muligt; skr\u00e6ddersyet er essensen af luksus.<\/li>\n\n\n\n<li>Et premiumbrands historie skal v\u00e6re konsistent p\u00e5 tv\u00e6rs af alle kontaktpunkter for at opbygge en trov\u00e6rdig forbindelse til UHNWI'er.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">SEO<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mere end 70% af UHNWI'erne bruger s\u00f8gemaskiner til research, f\u00f8r de k\u00f8ber online.<\/li>\n\n\n\n<li>UHNWI'er har en tendens til at foretage mere specifikke s\u00f8gninger, hvor kommercielle og transaktionelle termer h\u00e6lder mere mod long-tail s\u00f8geord.<\/li>\n\n\n\n<li>En SEO-strategi skal v\u00e6re fleksibel for at n\u00e5 b\u00e5de UHNWI'er, der foretager specifikke s\u00f8gninger, og deres f\u00f8lge af assistenter og r\u00e5dgivere, som ofte er beslutningstagerne.&nbsp;<\/li>\n\n\n\n<li>At v\u00e6lge interessante nicheemner, der im\u00f8dekommer de superriges interesser, er det, der adskiller traditionel digital markedsf\u00f8ring fra dem, der fokuserer specifikt p\u00e5 UHNWI'er.<\/li>\n\n\n\n<li>En SEO-strategi, der er designet til UHNWI'er, b\u00f8r ogs\u00e5 bruge en effektiv salgstragt, der giver en skr\u00e6ddersyet tilgang p\u00e5 hvert trin, holder kunden engageret og bev\u00e6ger sig fremad p\u00e5 deres k\u00f8bsrejse.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Betalt annoncering og social annoncering<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Moderne s\u00f8gning giver luksusbrands en fremragende mulighed for at maksimere fordelene ved automatisering.<\/li>\n\n\n\n<li>Verdens rigeste m\u00e5lgrupper s\u00e6tter pris p\u00e5 fordybende kvalitetsoplevelser og integrerede kampagner. Luksusbrands vil nu have mulighed for at opbygge st\u00e6rke f\u00f8rsteparts m\u00e5lgruppesegmenter ved at opbygge tillid til deres UHNW-m\u00e5lgruppe og deltage i gensidigt fordelagtige v\u00e6rdiudvekslinger.<\/li>\n\n\n\n<li>For premium brands repr\u00e6senterer programmatic en enorm mulighed og b\u00f8r v\u00e6re en del af enhver medieplan, der altid er p\u00e5.<\/li>\n\n\n\n<li>Succesen med betalt annoncering i 2022 og fremover for digitale brands med UHNW-kunder vil blive underst\u00f8ttet af intelligent brug af data og levering af kvalitetsoplevelser.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Stilguide til luksusmarkedsf\u00f8ringstekster<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marketingtekster skal formidle kvalitet frem for kvantitet og fokusere p\u00e5 et produkts eksklusivitet, dets \u00f8nskv\u00e6rdighed og unikhed samt den investeringsmulighed, det repr\u00e6senterer.<\/li>\n\n\n\n<li>Massemarkedsord som \"popul\u00e6r\", \"spektakul\u00e6r\" og \"utrolig\" b\u00f8r undg\u00e5s for enhver pris.<\/li>\n\n\n\n<li>UHNWI'er \u00f8nsker diskretion og privatliv, og det skal formidles i alle marketingtekster om luksus.<\/li>\n\n\n\n<li>B\u00e6redygtighed og brandv\u00e6rdier er af stigende betydning og b\u00f8r formidles tydeligt.<\/li>\n\n\n\n<li>UHNWI'er \u00f8nsker ikke at blive presset til at k\u00f8be, s\u00e5 teksten skal altid v\u00e6re skr\u00e6ddersyet til et bl\u00f8dt salg.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Sociale medier og influencer-marketing<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>N\u00f8glen til at skabe genklang hos UHNWI'er p\u00e5 sociale medier er at skabe enest\u00e5ende indhold, der f\u00f8les raffineret, eksklusivt og personligt tilpasset deres behov. Indholdet skal skabe en f\u00f8lelse af behov, l\u00e6ngsel og eksklusivitet.<\/li>\n\n\n\n<li>God community management er afg\u00f8rende - UHNWI'er forventer svar med det samme.<\/li>\n\n\n\n<li><a href=\"https:\/\/relevance.digital\/da\/blog\/der-er-aegte-influencere\/\">\u00c6gte influencere<\/a> kan hj\u00e6lpe luksusbrands ved at tilbyde autentisk indhold med brugbar indsigt, som UHNW-publikummet eftersp\u00f8rger.<\/li>\n\n\n\n<li>Brands med h\u00f8j v\u00e6rdi skal bevise deres sociale acceptabilitet som en vigtig del af k\u00f8bsrejsen, og det skal fremh\u00e6ves p\u00e5 sociale medier.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Public relations<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ligesom alle andre m\u00e5lgrupper bruger UHNWI'er nyheder og er modtagelige for historier med interessante nyhedskroge.<\/li>\n\n\n\n<li>En vigtig del af en PR-strategi for luksusbrands, der er m\u00e5lrettet UHNWI'er, er at n\u00e5 ud til de rigtige publikationer og journalister i stedet for at dele de samme nyheder p\u00e5 flere platforme.<\/li>\n\n\n\n<li>N\u00e5r man henvender sig til et luksuspublikum, skal budskab, historiefort\u00e6lling og oplevelse integreres i en PR-strategi. Budskabet skal afspejle et produkts eller en services eksklusivitet og enest\u00e5ende egenskaber; historiefort\u00e6lling skal v\u00e6kke publikums f\u00f8lelser og skabe en f\u00f8lelse af samh\u00f8righed, mens brandambassad\u00f8rer kan hj\u00e6lpe med at genskabe oplevelsen af at eje et luksusprodukt eller nyde en premium service.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">CRM og automatisering af markedsf\u00f8ring<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Luksusudbydere er n\u00f8dt til at implementere et CRM-system, der prioriterer indsamling af s\u00e5 mange kontaktpunkter som muligt.<\/li>\n\n\n\n<li>Segmentering og m\u00e5lretning er altafg\u00f8rende for at undg\u00e5 uhensigtsm\u00e6ssig kommunikation til m\u00e5lgrupper, som indholdet ikke er relevant for.<\/li>\n\n\n\n<li>Opfordringer til handling, informative valg og lejlighedsvis lokkemad, der sigter mod at segmentere ud snarere end at inkludere, skaber \"mikrom\u00e5lretning\", der s\u00f8ges af elitepublikum, der s\u00f8ger kvalitet frem for kvantitet.\u00a0<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hvis du har brug for st\u00f8tte og vejledning til markedsf\u00f8ring til UHNWI'er, s\u00e5 <a href=\"https:\/\/relevance.digital\/da\/kontakt\/\">Kontakt teamet<\/a> af digitale marketingeksperter inden for luksus hos Relevance. Vores specialister i luksusmarketing d\u00e6kker branding, design og udvikling af hjemmesider, SEO, betalt annoncering, sociale medier, influencer marketing, PR, content marketing og CRM, og de kan hj\u00e6lpe dig med at n\u00e5 ud til og skabe genklang hos dette meget elit\u00e6re publikum.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For mere indsigt, download hele UHNW whitepaper nedenfor.<\/p>\n\n\n\n<div class=\"wp-block-leadin-hubspot-form-block\">\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 4861667,\n\t\t\t\t\t\t\t\t\tformId: \"dbbcdd28-e785-45d3-8f91-733593977497\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1789536323000-1165432685\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" 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