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Il Futuro del Marketing si chiama Content Marketing

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Il Futuro del Marketing si chiama Content Marketing.

Devi saper mostrare ai tuoi clienti che il tuo prodotto non è solo migliore di altri, ma possiede anche un'anima, uno stile. Devi avere una storia da raccontare: solo così puoi rendere il tuo prodotto più attraente e interessante di quelli dei tuoi concorrenti.

Le Storie sono state l'elemento di unione di una comunità fin dalla notte dei tempi. Ogni comunità compartecipa alla vita e alle storie di tutti i suoi componenti.

Oggi, a noi consumatori non bastano le storie degli altri, vogliamo conoscere anche quelle dei prodotti e dei servizi che acquistiamo.

Per questo, lo storytelling è oggi così importante per il successo di un brand. Un compagno ideale dello storytelling? Si chiama content marketing.

I brand famosi hanno imparato che, promuovere se stessi non funziona più come accadeva negli anni '80/'90. La pubblicità serve ancora, ma serve a fare brand awareness (riconoscibilità di un brand), in sintesi serve a far ricordare che il brand esiste ed è sempre attuale, alla moda.

Per far acquistare un prodotto però, il brand ha bisogno di connettersi con i consumatori, far percepire a loro che quel prodotto è il prodotto giusto (proprio quello che stavano attendendo). Il futuro del marketing è estremo: non c‘è bisogno di un prodotto che serve, c'è bisogno del prodotto giusto, che piaccia e venga amato o desiderato.

Veröffentlicht in: Marketing
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Il Futuro del Marketing si chiama Content Marketing

  1. 1. Simone Serni | Marketing & Communication Manager | simone.serni@gmail.com IL FUTURO DEL MARKETING SI CHIAMA CONTENT MKTG Simone Serni | www.socialmediamktg.it
  2. 2. Simone Serni | www.socialmediamktg.it
  3. 3. Simone Serni | www.socialmediamktg.it
  4. 4. ? QUINDI... Simone Serni | www.socialmediamktg.it
  5. 5. Simone Serni | www.socialmediamktg.it
  6. 6. Simone Serni | www.socialmediamktg.it
  7. 7. CRAIG DAVIS Simone Serni | www.socialmediamktg.it
  8. 8. CRAIG DAVIS Simone Serni | www.socialmediamktg.it
  9. 9. Simone Serni | www.socialmediamktg.it
  10. 10. Simone Serni | www.socialmediamktg.it
  11. 11. Simone Serni | www.socialmediamktg.it
  12. 12. Simone Serni | www.socialmediamktg.it
  13. 13. Simone Serni | www.socialmediamktg.it
  14. 14. Simone Serni | www.socialmediamktg.it
  15. 15. Simone Serni | www.socialmediamktg.it
  16. 16. Simone Serni | www.socialmediamktg.it
  17. 17. Simone Serni | www.socialmediamktg.it
  18. 18. Simone Serni | www.socialmediamktg.it
  19. 19. Simone Serni | www.socialmediamktg.it
  20. 20. Simone Serni | www.socialmediamktg.it
  21. 21. Simone Serni | www.socialmediamktg.it
  22. 22. Simone Serni | www.socialmediamktg.it
  23. 23. Simone Serni | www.socialmediamktg.it
  24. 24. Simone Serni | www.socialmediamktg.it
  25. 25. Simone Serni | www.socialmediamktg.it
  26. 26. Simone Serni | www.socialmediamktg.it
  27. 27. Simone Serni | www.socialmediamktg.it
  28. 28. Mediamente 3 diverse tipologie di combinazione. Simone Serni | www.socialmediamktg.it
  29. 29. Simone Serni | www.socialmediamktg.it
  30. 30. 29 gennaio 2015, oltre 127.000 persone hanno visualizzato almeno un Tweet relativo a @MasterChef su SkyUno. Fonte: Nielsen Italy Simone Serni | www.socialmediamktg.it
  31. 31. Simone Serni | www.socialmediamktg.it
  32. 32. Il fenomeno della condivisione delle notizie sui social è in costante crescita. In Italia è triplicato negli ultimi tre anni. Il 2015 si mantiene sui livelli raggiunti alla fine del 2014. Ad oggi, si stanno contando oltre 600.000 condivisioni quotidiane. Facebook è sempre al prImo posto, sul quale si producono oltre 94 condivisioni di notizie ogni 100. Segue Twitter con il 4,5%, Google Plus intorno all’1% e LinkedIn con lo 0,3% delle condivisioni. Ricerca: http://news.humanhighway.it/2015/01/28/ne ws-social-sharing-su-linkedin/ Simone Serni | www.socialmediamktg.it
  33. 33. Tuttavia, per la condivisione dei contenuti, LinkedIn è molto rilevante. Il 7,9% delle condivisioni degli articoli de Il Sole 24Ore è prodotto su LinkedIn. Si tratta di 9.046 segnalazioni dei lettori nei primi 25 giorni dell’anno, superiori alle 9.008 relative agli articoli di Repubblica. Alcune testate trovano in LinkedIn un valido supporto alla distribuzione dei propri contenuti. Da notare l’elevata incidenza delle condivisioni su LinkedIn del Corriere delle Comunicazioni, di ICT4Executive e di Punto Informatico. LinkedIn si conferma un luogo di relazioni di business, dove si parla più spesso che altrove di economia, informatica e comunicazione. Ricerca: http://news.humanhighway.it/2015/01/28/ne ws-social-sharing-su-linkedin/ Simone Serni | www.socialmediamktg.it
  34. 34. Secondo i dati raccolti negli Stati Uniti, LinkedIn è al primo posto per le aziende medio-piccole: 1) LinkedIn viene maggiormente utilizzato rispetto a Facebook, Twitter e a tutti gli altri. 2) LinkedIn si rivela la piattaforma social con maggiori potenziali per creare nuovi contatti di business. Simone Serni | www.socialmediamktg.it
  35. 35. Negli ultimi sei mesi, tre acquirenti online su quattro (75,4%) hanno comprato in Rete utilizzando esclusivamente il canale Web. Una quota crescente ha fatto esperienza di acquisto online usando le App su dispositivi mobili: si sta affermando una nuova modalità di acquisto a distanza, sempre online ma non sul Web, bensì via App. Nel giro di tre mesi la quota di acquirenti da App sul totale degli acquirenti online è passata dal 20% al 23%. 1.000 nuovi merchant censiti negli ultimi sei mesi. La notorietà e la prassi di acquisto abituale si concentra su pochi merchant ma la coda lunga di servizi e prodotti di nicchia, locali, settoriali, talvolta artigianali è sempre più lunga e alimenta una quota consistente del Net Retail. Il risultato dell’evoluzione in atto è la diluizione della concentrazione in molte categorie di prodotti, in particolare l’elettronica, gli elettrodomestici, l’abbigliamento e i giocattoli. Ricerca: http://news.humanhighway.it/2014/11/03/10 0-milioni-di-nuove-esperienze/ Simone Serni | www.socialmediamktg.it
  36. 36. Simone Serni | www.socialmediamktg.it
  37. 37. IL CONTENT MARKETING E’ TUTTO CIO’ CHE E’ RIMASTO DEL MARKETING! Simone Serni | www.socialmediamktg.it
  38. 38. Simone Serni | www.socialmediamktg.it
  39. 39. Simone Serni | www.socialmediamktg.it
  40. 40. Simone Serni | www.socialmediamktg.it
  41. 41. Devi saper mostrare ai tuoi clienti che il tuo prodotto non è solo migliore di altri, ma possiede anche un'anima, uno stile. Devi avere una storia da raccontare: solo così puoi rendere il tuo prodotto più attraente e interessante di quelli dei tuoi concorrenti. Simone Serni | www.socialmediamktg.it
  42. 42. Le Storie sono state l'elemento di unione di una comunità fin dalla notte dei tempi. Ogni comunità compartecipa alla vita e alle storie di tutti i suoi componenti. Oggi, a noi consumatori non bastano le storie degli altri, vogliamo conoscere anche quelle dei prodotti e dei servizi che acquistiamo. Per questo, lo storytelling è oggi così importante per il successo di un brand. Un compagno ideale dello storytelling? Si chiama content marketing. Simone Serni | www.socialmediamktg.it
  43. 43. Simone Serni | www.socialmediamktg.it
  44. 44. Simone Serni | www.socialmediamktg.it
  45. 45. Simone Serni | www.socialmediamktg.it
  46. 46. Simone Serni | www.socialmediamktg.it
  47. 47. Simone Serni | www.socialmediamktg.it
  48. 48. Simone Serni | www.socialmediamktg.it
  49. 49. COSA PUBBLICANO LE AZIENDE/I BRAND COSA VOGLIONO I CONSUMATORISimone Serni | www.socialmediamktg.it
  50. 50. Simone Serni | www.socialmediamktg.it
  51. 51. delle aziende dicono che postare contenuti sui Social ha incrementato l’efficacia delle attività di marketing. utenti Twitter e Facebook tendono a raccomandare un brand che seguono. di traffico web in più ottenuto dalle aziende con un blog. dei Blog all’interno dei siti aziendali ottengono il 55% in più di visitatori. dei consumatori preferisce arrivare a conoscere un’azienda attraverso articoli (contenuti) piuttosto che attraverso pubblicità. Fonte: http://www.contentplus.co.ukSimone Serni | www.socialmediamktg.it
  52. 52. Il 78% dei CMO (Chief Marketing Officer) pensano che i “contenuti personalizzati” siano il vero futuro del marketing. Fonte: http://www.demandmetric.com/content/content- marketing-infographic Simone Serni | www.socialmediamktg.it
  53. 53. Il 72% dei Resp. Marketing pensano che i “contenuti brandizzati” sono più efficaci della pubblicità su magazine, e il 69% dice che sono superiori anche alll’Email Marketing e alle Public Relations. Fonte: http://kapost.com/content-marketing-facts/ Simone Serni | www.socialmediamktg.it
  54. 54. Fonte: http://contentmarketinginstitute.com/2013/04/ enterprise-2013-content-marketing-research/ Il 95% dei Resp. Marketing di aziende B2B utilizzano il Content Marketing come strumento strategico. Simone Serni | www.socialmediamktg.it
  55. 55. Simone Serni | www.socialmediamktg.it
  56. 56. Simone Serni | www.socialmediamktg.it Svolgo attività consulenziale ad aziende e privati, corsi di gruppo o personali, su: -Digital Marketing -Strategie di Content Marketing -Come rafforzare la Brand Building (real-time, multi-channel, visual marketing) -Social Media Marketing -Personal Branding, quali strumenti, come, dove -Storytelling
  57. 57. Simone Serni http://it.linkedin.com/in/simoneserni LinkedIn: simoneserni simone.serni@gmail.com https://it.pinterest.com/simoneserni/ https://www.facebook.com/sim1973 https://twitter.com/MediaMktgIT https://about.me/simone.serni https://it.foursquare.com/simsern http://www.slideshare.net/simsern Facebook: sim1973 Twitter: MediaMktgITSlideshare: simsern Foursquare: simsernGoogle+: simone serni About.me: simone.serniPinterest: simsern Instagram: simsern https://instagram.com/simsern

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