A guide to marketing to high-net-worth individuals

"High-net-worth individuals (HNWIs) and ultra high-net-worth individuals (UHNWIs) represent a highly attractive and lucrative audience. But, as these groups represent less than 1% of the world's population, how do you get this incredibly elite audience to take notice of your brand? If you're looking at marketing to high-net-worth individuals then you'll need to re-consider traditional digital marketing strategies and instead turn to bespoke campaigns that are tailored specifically at grabbing the attention,"

"A recent report by professional services firm PwC found that 98% of HNWIs access the internet daily, with affluent consumers spending up to three hours of their personal time online every day. So, employing the right strategies when marketing to high-net-worth individuals can reap dividends. Additionally, UHNWIs have traditionally been early adopters of emerging products, including digitally-delivered services and technology, meaning a mastery of digital marketing is essential."

High-net-worth individuals (HNWIs) and ultra high-net-worth individuals (UHNWIs) form a small but highly lucrative market, representing less than 1% of the global population. Digital strategies must be bespoke rather than traditional mass-market approaches to capture their attention. Affluent consumers access the internet daily—98% of HNWIs—and may spend up to three hours online each day. UHNWIs tend to be early adopters of digitally delivered products and technology, increasing the importance of digital channels. Digital marketing can communicate effectively, deliver better value than traditional methods, and enable measurable returns through CRM and marketing automation.

Read at The Drum