{"id":10227,"date":"2021-04-16T17:15:44","date_gmt":"2021-04-16T15:15:44","guid":{"rendered":"https:\/\/relevance.digital\/?p=10227"},"modified":"2023-03-06T14:29:17","modified_gmt":"2023-03-06T13:29:17","slug":"biala-ksiega-marketingu-jachtowego","status":"publish","type":"post","link":"https:\/\/relevance.digital\/pl\/yacht-marketing-whitepaper-insights\/","title":{"rendered":"Kluczowe spostrze\u017cenia z naszej bia\u0142ej ksi\u0119gi marketingu luksusowych jacht\u00f3w"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Jakie trendy w marketingu luksusowych jacht\u00f3w s\u0105 wa\u017cne w 2021 roku i czy spos\u00f3b, w jaki sprzedajemy jachty i us\u0142ugi \u017ceglarskie zmieni si\u0119 na zawsze w erze po COVID? Relevance przygotowa\u0142o pe\u0142n\u0105 bia\u0142\u0105 ksi\u0119g\u0119 odpowiadaj\u0105c\u0105 na te pytania, wygodnie podzielon\u0105 na specjalizacje, w tym media spo\u0142eczno\u015bciowe, wirtualne do\u015bwiadczenia, reklam\u0119 cyfrow\u0105, tre\u015bci i PR oraz SEO.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nasz oficjalny dokument mo\u017cna pobra\u0107 bezp\u0142atnie ju\u017c dzi\u015b, skontaktuj si\u0119 z naszym zespo\u0142em, aby uzyska\u0107 szczeg\u00f3\u0142owe informacje. Najpierw odkryj najwa\u017cniejsze wnioski poni\u017cej.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Czego mo\u017cesz si\u0119 nauczy\u0107 od nas <\/strong><strong>marketing luksusowych jacht\u00f3w<\/strong><strong> bia\u0142a ksi\u0119ga<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Media spo\u0142eczno\u015bciowe&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Superjachty, takie jak M\/Y LOON, kt\u00f3ry ma bardzo popularne konto na Instagramie z 56 000 obserwuj\u0105cych, przypisuj\u0105 cz\u0119\u015b\u0107 swojego sukcesu czarterowego swoim kontom w mediach spo\u0142eczno\u015bciowych, pokazuj\u0105c trwaj\u0105cy relevance tych platform. Posiadanie samodzielnych kana\u0142\u00f3w spo\u0142eczno\u015bciowych dla r\u00f3\u017cnych jacht\u00f3w mo\u017ce pom\u00f3c zwi\u0119kszy\u0107 ich widoczno\u015b\u0107 i zaanga\u017cowanie, ostatecznie nap\u0119dzaj\u0105c czartery jacht\u00f3w.<\/li><li>Podczas pandemii wycieczki wideo jachtem okaza\u0142y si\u0119 istotnym narz\u0119dziem marketingu \u0142odzi, a popularno\u015b\u0107 tych film\u00f3w utrzyma si\u0119 w erze po COVID. Tw\u00f3rz je w spos\u00f3b, kt\u00f3ry dzia\u0142a na r\u00f3\u017cnych kana\u0142ach, nagrywaj\u0105c zar\u00f3wno w orientacji poziomej, jak i pionowej, i nagrywaj d\u0142u\u017csze filmy (przydatne na YouTube, Facebooku i IGTV), kt\u00f3re mo\u017cna przyci\u0105\u0107 na kr\u00f3tsze sekcje i wykorzysta\u0107 w Stories (15-sekundowe klipy), Reels (30 sekund) i Feed videos (maksymalnie 1 minuta).<\/li><li>Ludzie, kt\u00f3rzy czarteruj\u0105 lub kupuj\u0105 jachty, uwielbiaj\u0105 wszystko, co z nimi zwi\u0105zane, wi\u0119c najlepsz\u0105 wskaz\u00f3wk\u0105 na 2021 rok jest stworzenie serii IGTV i YouTube zawieraj\u0105cej wywiady z architektami \/ projektantami wn\u0119trz \/ in\u017cynierami - wszystkimi kreatywnymi umys\u0142ami, kt\u00f3rym uda\u0142o si\u0119 o\u017cywi\u0107 jacht.&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Wirtualne do\u015bwiadczenia<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Do\u015bwiadczenia cyfrowe nadal b\u0119d\u0105 mia\u0142y warto\u015b\u0107 po znikni\u0119ciu ogranicze\u0144 zwi\u0105zanych z COVID-19, poniewa\u017c s\u0105 bardziej przyjazn\u0105 dla \u015brodowiska i mniej kosztown\u0105 metod\u0105 marketingu. Jednak odnosz\u0105ce sukcesy marki \u017ceglarskie b\u0119d\u0105 oferowa\u0107 zar\u00f3wno do\u015bwiadczenia osobiste, jak i online, co pozwoli im sprosta\u0107 r\u00f3\u017cnym preferencjom klient\u00f3w.&nbsp;<\/li><li>Przechodz\u0105c do wirtualnej rzeczywisto\u015bci, firmy musz\u0105 upewni\u0107 si\u0119, \u017ce uwzgl\u0119dniaj\u0105 te same punkty styku i interakcje, kt\u00f3re mia\u0142yby miejsce podczas osobistego pokazu marketingowego luksusowych jacht\u00f3w. Na przyk\u0142ad wirtualna rzeczywisto\u015b\u0107, rzeczywisto\u015b\u0107 rozszerzona i wycieczki 360\u00b0 mog\u0105 zapewni\u0107 realistyczne wra\u017cenia podczas zwiedzania jachtu. Zaoferuj do\u015bwiadczenia networkingowe, organizuj\u0105c wirtualn\u0105 sesj\u0119 drink\u00f3w, wysy\u0142aj\u0105c uczestnikom ich ulubione napoje, aby nada\u0107 im osobisty charakter.  Zorganizuj wirtualne spotkanie projektowe online przy u\u017cyciu markowej maszyny z hologramem domowym. Mo\u017cliwo\u015bci s\u0105 nieograniczone.&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Reklama cyfrowa<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Reklamy cyfrowe od kilku lat zajmuj\u0105 kluczow\u0105 cz\u0119\u015b\u0107 bud\u017cetu reklamowego marketer\u00f3w jachtowych, ale COVID-19 ponownie przeznaczy\u0142 jeszcze wi\u0119cej \u015brodk\u00f3w na reklamy PPC i w mediach spo\u0142eczno\u015bciowych, a prawdopodobie\u0144stwo dotarcia do klient\u00f3w za po\u015brednictwem reklamy zewn\u0119trznej podczas pandemii jest znacznie mniejsze. Ze wzgl\u0119du na szczeg\u00f3\u0142owe mo\u017cliwo\u015bci kierowania reklam cyfrowych, inwestycja ta b\u0119dzie prawdopodobnie kontynuowana w przysz\u0142o\u015bci.<\/li><li>W 2021 r. marki b\u0119d\u0105 chcia\u0142y ukierunkowa\u0107 swoje kampanie marketingowe dotycz\u0105ce luksusowych jacht\u00f3w znacznie bardziej regionalnie, my\u015bl\u0105c o tym, kto mo\u017ce podr\u00f3\u017cowa\u0107 gdzie. Dni kampanii \"globalnego targetowania\" zosta\u0142y wstrzymane; skupienie kampanii na konkretnych kieszeniach\/regionach jest znacznie bardziej efektywnym wykorzystaniem bud\u017cetu i mo\u017ce pom\u00f3c firmom w \u0142atwiejszym zarz\u0105dzaniu wydatkami i ustalaniu priorytet\u00f3w lokalizacji.<\/li><li>Pami\u0119taj, aby my\u015ble\u0107 lokalnie pod wzgl\u0119dem terminologii. Je\u015bli kampania jest skierowana do USA, u\u017cyj s\u0142\u00f3w kluczowych \"wakacje\", \"\u0142\u00f3d\u017a\" i \"wynajem\" dla s\u0142\u00f3w kluczowych zwi\u0105zanych z czarterem, podczas gdy w przypadku kampanii w Wielkiej Brytanii u\u017cyj s\u0142\u00f3w \"wakacje\", \"jacht\" i \"czarter\".<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Tre\u015b\u0107 i PR<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Konsumpcja tre\u015bci online nadal ros\u0142a w 2021 roku. Co wi\u0119cej, pomimo spadku nak\u0142ad\u00f3w publikacji drukowanych, tre\u015bci offline nadal stanowi\u0105 relevance dla marketer\u00f3w luksusowych jacht\u00f3w, z <a href=\"https:\/\/relevance.digital\/pl\/blog\/marketing-drukowany-a-cyfrowy-w-mediach-przewodnik-dla-marek-zeglarskich\/#:~:text=A%20study%20by%20the%20U.S.,or%20client%20for%20luxury%20brands.\">U.S. Postal Service<\/a> badanie pokazuj\u0105ce, \u017ce gospodarstwa domowe o wy\u017cszych dochodach zazwyczaj zamawiaj\u0105 wi\u0119cej czasopism.&nbsp;<\/li><li>Marki powinny korzysta\u0107 z narz\u0119dzi social listening, aby zrozumie\u0107, kim naprawd\u0119 s\u0105 ich klienci i rozwi\u0105zywa\u0107 problemy, kt\u00f3re maj\u0105, niezale\u017cnie od tego, czy s\u0105 to ich wymagania czy pragnienia. Cz\u0119sto firmy pisz\u0105 tre\u015bci, kt\u00f3re zaspokajaj\u0105 potrzeby funkcjonalne, ale nie emocjonalne. Je\u015bli potrafisz pokaza\u0107, \u017ce rozumiesz potrzeby emocjonalne swoich klient\u00f3w i zaspokajasz je w unikalny i interesuj\u0105cy spos\u00f3b, to w\u0142a\u015bnie to sprawi, \u017ce klienci zapami\u0119taj\u0105 Twoj\u0105 mark\u0119 i b\u0119d\u0105 do niej wraca\u0107.<\/li><li>Firmy powinny upewni\u0107 si\u0119, \u017ce po\u015bwi\u0119caj\u0105 czas na zrozumienie ka\u017cdej spo\u0142eczno\u015bci w\u015br\u00f3d swoich odbiorc\u00f3w i \u017ce odzwierciedlaj\u0105 to poprzez swoje tre\u015bci. Rok 2021 to nie czas na ignorowanie niekt\u00f3rych grup odbiorc\u00f3w lub \"wybielanie\" tre\u015bci.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">SEO<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Nadchodz\u0105 zmiany w algorytmach Page Experience Google, a jedna z najwi\u0119kszych aktualizacji rankingu od lat zostanie potwierdzona w maju 2021 roku. Aktualizacja ta sprawi, \u017ce sygna\u0142y do\u015bwiadczenia strony stan\u0105 si\u0119 czynnikiem rankingowym, o czym od pewnego czasu dyskutuje si\u0119 w bran\u017cy SEO.&nbsp;<\/li><li>Jednak podstawy SEO pozostaj\u0105 takie same - kierowanie witryny na s\u0142owa kluczowe relevance jest nadal wa\u017cn\u0105 cz\u0119\u015bci\u0105 marketingu luksusowych jacht\u00f3w.<\/li><li>Marki powinny tworzy\u0107 wyspecjalizowane strony docelowe na swoich stronach internetowych, aby kierowa\u0107 reklamy na bardzo konkretne wyszukiwania, zawieraj\u0105ce udogodnienia lub trasy, kt\u00f3rymi mog\u0105 by\u0107 zainteresowani tylko HNWI.<\/li><li>Powinni r\u00f3wnie\u017c rozwa\u017cy\u0107 uczynienie swojej witryny wieloj\u0119zyczn\u0105 i optymalizacj\u0119 pod k\u0105tem s\u0142\u00f3w kluczowych w wielu j\u0119zykach, aby dotrze\u0107 do wielu nieangloj\u0119zycznych HNWI na ca\u0142ym \u015bwiecie.<\/li><li>Optymalizacja pod k\u0105tem Featured Snippets Google pozwala marce zaj\u0105\u0107 znaczn\u0105 ilo\u015b\u0107 nieruchomo\u015bci SERP za pomoc\u0105 \u015brodk\u00f3w organicznych. Niekt\u00f3re metody optymalizacji Featured Snippet dzia\u0142aj\u0105 lepiej ni\u017c inne.&nbsp;<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Aby zrozumie\u0107 ca\u0142\u0105 histori\u0119 stoj\u0105c\u0105 za tymi najwa\u017cniejszymi punktami, a tak\u017ce uzyska\u0107 wiele dodatkowych spostrze\u017ce\u0144 i unikalnych perspektyw od naszych ekspert\u00f3w, pobierz nasz\u0105 bia\u0142\u0105 ksi\u0119g\u0119 marketingu luksusowych jacht\u00f3w ju\u017c dzi\u015b, kontaktuj\u0105c si\u0119 z sales@relevance.digital.<\/p>","protected":false},"excerpt":{"rendered":"<p>Jakie trendy w marketingu luksusowych jacht\u00f3w s\u0105 wa\u017cne w 2021 roku i czy spos\u00f3b, w jaki sprzedajemy jachty i us\u0142ugi \u017ceglarskie, zmieni si\u0119 na zawsze w erze po COVID...<\/p>","protected":false},"author":38,"featured_media":10239,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-10227","post","type-post","status-publish","format-standard","has-post-thumbnail","category-luxury-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Yacht Marketing Whitepaper | Top Insights | Relevance Yacht<\/title>\n<meta name=\"description\" content=\"Which luxury yacht marketing trends are important in 2021 and beyond, and how has COVID-19 affected the industry? 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