2. WELCOME TO
THE DIGITAL WORLD
Paola
Ā Pere(
Ā
Ā
Thanks IED for the template
3.
4.
5.
6.
7.
8.
9.
10.
11. No longer can brands expect to ātellā and
āsellā in their marketing communications and
be as effective as they once were.
To be effective with a digital consumer,
brands must seek to build relationships with
them by creating experiences that make them
WANT to engage your brand.
16. I N I TA L I A O G G I
I Social Network
raggiungono
26.8
26.8 milioni
di utenti.
Total Unique Visitors (MM)
17.8
5.1
94.1%
della popolazione
italiana online
E-mail Instant Social
Messengers Networking
Source: comScore Media Metrix, March 2012
18. Twitter raggiunge
1 utente su 10@ @ in Italia
ļ± Una visita media a Twitter dura 2.8 minuti (13.1 su Facebook)
ļ± Questa, per le persone con 55+ anni ĆØ pressocchĆØ equivalente a quella dei
piĆ¹ giovani (15-24), mentre gli stessi utenti risultano molto meno ingaggiati
su Facebook
ļ± Per gli uomini over 55, la durata della visita media su Twitter ĆØ di 3.3 minuti
contro i 2.6 dei piĆ¹ giovani (15-24 anni)
Source: comScore Media Metrix, Italy, March 2012
24. Role of marketing has changed
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-High Co-Create
25. From one-way messaging to consumersā¦ to developing
a two-way (or more) dialogue with them. !
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-High Co-Create
26. From extending a ālook and feelā online to creating
experiences for consumers to engage with. !
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-High Co-Create
27. From addressing consumers as a mass audience, to
leveraging the fact that they are a community.
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-High Co-Create
28. From being passive in our communications to them,
to encouraging interactivity. !
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-high Co-create
29. This mindset shift should be at the heart of every
part of our business and marketing strategy.
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-high Co-create
30. āDigital Marketing is not about solving a
puzzle. Instead, digital is about building a
ārealā puzzle out of unique content, so
that at the end, people can formally play
with itā
Paola P.
31. INVESTIMENTI
Ā &
Ā ATTIVITAā
Ā
Ā
Marke6ng
Ā Digital
Ā
Tradizionale
Ā Marke6ng
Ā
Sito
Ā Web
Ā
PubblicitĆ
Ā
Community
Ā
Ā
Promozioni
Ā
Web
Ā TV
Ā
Uļ¬cio
Ā Stampa
Ā
Social
Ā Media
Ā
31
Ā
32. DIGITAL:
Ā WHATāS
Ā IMPORTANT?
Ā
Forte
Ā
Orientamento
Ā
ai
Ā Social
Ā
Media
Ā
Integrazione
Ā e
Ā Seguire
Ā un
Ā
Valorizzazione
Ā processo
Ā
Contenuto
Ā RELAZIONALE
Ā
CRESCERE
Ā
32
Ā
33. The question is: how can we
generate value between brands
and consumers?
34. Il
Ā processo
Ā relazionale
Ā
Awareness Engagement Purchase Loyalty Advocacy
PROCESSO
Incrementare la visibilitĆ Date la possibilitĆ agli Costruire dei percorsi
del brand. utenti di interagire con il Garantire la possibilitĆ agli integrati di fidelizzazione. Valorizzare il nuovo ruolo
brand. utenti di confrontare e La fedeltĆ significa mantenere dei clienti che diventano
Sviluppare awareness
significa essere visibili online Creare engagement significa acquistare online. attivo il dialogo tra brand e brand ambassador.
conversare, partecipare e Gestire e presidiare la vendita clienti in modo continuativo. E Le opinioni/review/post
(motori di ricerca), gestire e
costruire percorsi in grado di allāinterno degli e-shop di fare in modo che lāacquisto si positive diventano un asset
monitorare la presenza nelle
principali piattaforme virtuali creare esperienza di proprietĆ e/o multibrand (siti ripeta e il legame con il brand del brand che rafforza
interazione e contenuto che e-commerce). si rafforzi. immagine ed engagement.
(social network, communities,
blogs, canali video). stimoli dialogo con il brand.
36. LISTEN
Ā CONNECT
Ā ENGAGE
Ā ADVOCACY
Ā
Ascoltare
Ā le
Ā persone
Ā Web
Ā Site
Ā S6molare
Ā Valorizzare
Ā il
Ā nuovo
Ā
Ā
Ā
Ā ruolo
Ā dei
Ā
Le
Ā loro
Ā conversazioni
Ā CRM
Ā Stupire
Ā consumatori
Ā che
Ā
online
Ā
Ā
Ā diventano
Ā brand
Ā
Ā Social
Ā Network
Ā Coinvolgere
Ā ambassador
Ā
I
Ā comportamen6
Ā di
Ā
Ā
Ā
Ā
ricerca
Ā E-ĀāCommerce
Ā Esplorare
Ā Generare
Ā senso
Ā di
Ā
Ā
Ā
Ā appartenenza
Ā
Le
Ā modalitĆ
Ā di
Ā Mobile
Ā Incuriosire
Ā
Ā
interazione
Ā
Ā
Ā Fidelizzare
Ā
Ā Community
Ā ā¦ā¦
Ā
Ā
Il
Ā processo
Ā di
Ā
Ā ā¦ā¦.
Ā
acquisto
Ā NewsleWer
Ā
Ā
Ā
Gli
Ā aWeggiamen6
Ā ā¦ā¦
Ā
oļ¬ine
Ā
Ā
ā¦ā¦
Ā
37. What does this mean? !
Digital is not a single channel. It is many.
Embrace the fact that consumers are in control.
Create brand experiences, not just impressions.
Create a platform idea and focus each medium in
helping to tell the story.
Tell brand stories that engage and involve
consumers.
Be sure there are no dead ends.
38.
39. So what do I have to take home?
DESIGN FOR DIFFERENT
TYPES OF RELATIONSHIPS
40.
41.
42.
43.
44.
45.
46.
47.
48.
49. !
Common theme: Consumer needs and desires
are at the root of all of the things weāve talked about
today.
Understanding our consumer allows us to craft
actionable insights from which truly innovative
ideas can come to life.
Trust. And remember it will have an impact on your
business (KPI).
50. And remember thatās just the
beginningā¦
Social Digital
Commerce Signage
Mobile,
Mobile, Consumer
Mobileā¦ Insights..
52. āthere is a content, shared in a community,
available through an engaging
experienceā
53. #1 Content
ā¢āÆ Aziende come āmedia companyā
ā¢āÆ Consumatori/utenti: āLikeā āShareā āSendā
Ć ļ i BRAND come principali protagonisti della condivisione
online (un marchio ĆØ citato nel 60% dei messaggi)
54. #2 Community
ā¢āÆ Condivisione
ā¢āÆ Entertainment Ć ļ āGamificationā
Ć ļ āÆgli UTENTI vogliono essere riconosciuti nella propria
community (es. āFan del meseā)
55. #3 Experience
ā¢āÆ Non credere solo alle promesse
ā¢āÆ Dallāonline Ć ļ allāoffline Ć ļ allāonline
Ć ļ le AZIENDE devono aiutare i consumatori a connettersi
dove acquistano e farli acquistare dove si connettono