Multichannel marketing model to integrate on and off line activities in an unique marketing model

1. Digital and Multi-
Channel Marketing:
A (very) short intro
Fabrizio Maria Pini
pini@mip.polimi.it
sabato 15 giugno 13

2. Fabrizio Maria Pini
Head of Marketing Programmes
MIP-Politecnico of Milan
(Digital marketing, Brand Management, Business Model Innovation)
Director of Master in Luxury Management
MIP-RMS Reims business school
RCS Media Group; Fiat; Mediaworld; ABB;Vodafone; Ferrari;Acer
Visiting Professor: FHV, Dornbirn, Austria; RMS, Reims, France.
Background:
Marketing Professor -University of Siena
International Marketing Professor - Catholic University of Milan
Adjunct Professor: UCCS, University of Colarado
Senior Consultant on marketing and innovation -Valeocon
(Whirlpool, Novartis, Osram, Omron,Tod’s, Piaggio)
sabato 15 giugno 13

3. What is digital
marketing all about?
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10. What do we learn from
these examples?
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11. Dialogue
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12. On different media
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13. Engaging customers
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14. How does it work?
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15. Goals
Channel strategy
Content strategy
Execution
Experience
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16. The model
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17. target customers
customer journey
interaction
touch-point
channel
contents, products and services
pricing models
key process
assets resources competencies
make buy
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18. Experience is built
upon three building
blocks
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23. 3,668,502 fans on the Official fan page
From Fan Page it is possible to
follow catwalks, share them
and invite friends to follow
the event through Twitter
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24. e-commerce
From Facebook “Monogram” app
it is possible to customise
“Speedy” bag, linking to the
e-commerce site to buy it and
share the experience with friends
Facebook
sabato 15 giugno 13

25. Twitter
YouTube
Twitter,YouTube and Facebook point ot
the mobile app named “Amble” that
deals with travels and suggests to users
the nearest LV shop in all European
capitals
Twitter
Facebook
sabato 15 giugno 13

26. Official Foursquares page
For London’s new grand opening LV decided to use
Foursquares
After 3 check-ins in the store users receive the
“Vuitton Insider” badge that gives access to
particular promotions
sabato 15 giugno 13