Il ruolo del Marketing cambia, aumenta di importanza e guida i processi di Digital Transformation. Serve però un marketing agile, moderno, versatile, che noi definiamo «multi-marketing», capace di esprimere differenti personalità in funzione degli obiettivi di business.

1. 1@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
OPENKNOWLEDGE SRL
www.open-knowledge.it
+39 02.5810.7211
Multi-personality
Marketing:
Digital Transformation
needs flexibility
Mauro Lupi
@maurolupi www.MauroLupi.com 2 Luglio 2014

2. 2@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
Il ruolo del Marketing
cambia e aumenta di
importanza

3. 3@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
IL RUOLO DEL MARKETING CAMBIA E AUMENTA DI IMPORTANZA
Corporate Strategy
relevance
Marketing
drives Digital
Transformation
Total %

4. 4@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
IL CAMBIAMENTO È IL SOFT SKILL PIÙ IMPORANTE PER I MARKETERS
How important would you say the following softer skills or behaviours are to being an effective marketer
in the modern digital world?
Econsultancy, Top 100 Digital Agencies Report, June 2014

5. 5@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
LA TECNOLOGIA È SEMPRE PIÙ GESTITA DAL MARKETING
81% of big firms ($500 million in annual revenue) now have a Chief Marketing Technologist
SOURCE: Gartner (January 2014)

6. 6@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
PERCHÉ IL MARKETING È CENTRALE NELLE MODERNE ORGANIZZAZIONI
La relazione con i
clienti è centrale
Gestione
dell’esperienza
lungo il customer
journey multicanale
Importanza della
produzione di
contenuti
Piattaforme tecnologiche,
Cloud, Dati
La collaborazione interna
coinvolge il marketing

7. 7@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
Multi-Marketing
What happens OUTSIDE the company
What’s the meaning INSIDE the company

8. 8@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
MULTI-MARKETING
Multi-Department
Multi-Competence
Multi-Platform
Multi-Data
Multi-PersonalityMulti-Format
Multi-Content
Multi-Touchpoint
Multi-Device
Multi-Channel
What happens OUTSIDE the Company What’s the meaning INSIDE the Company
Multi-Personality

9. 9@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
HUB PLATFORMMulti-channel
Innovation
(internal/external)
Collaboration:
employees, clients,
partners
MULTI-PERSONALITY MARKETING

10. 10@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
MEDIA CURATOR
Content Marketing
Branded Content
Native Advertising
MULTI-PERSONALITY MARKETING

11. 11@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
HUMAN FRIEND
Listening
Storytelling
Conversation
Social support
MULTI-PERSONALITY MARKETING

12. 12@MauroLupi : Multi-personality Marketing @SocialBizForum 2014@MauroLupi : Social Customer Strategy that works: Multi-personality Marketing @SocialBizForum 2014
JESTER PARTY ORGANIZER
Entertainment,
Games
Communities,
Events 2.0,
Digital PR
MULTI-PERSONALITY MARKETING

13. 13@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
MULTI-PERSONALITY MARKETING
SHOP PERSONAL SHOPPER
E-commerce
Infocommerce/ROPO
Social Commerce
Everywhere-shop

14. 14@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
RADAR WIZARD
Data analyzer,
Personalization
Listening,
Analyze social
profiles
MULTI-PERSONALITY MARKETING

15. 15@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
INVENTOR STARTUP
Innovation
(continuously)
Idea management
Cocreation
Relation w/Startups
MULTI-PERSONALITY MARKETING

16. 16@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
Thank You!
Web: www.open-knolwedge.it
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OPENKNOWLEDGE SRL
20123 Milan - Via De Amicis, 53
Mauro Lupi
@maurolupi www.maurolupi.com