Peretti 17052012(1)

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Digital Marketing: come generare valore per brand e consumatori di Paola Peretti

Text of Peretti 17052012(1)

  • 1. DIGITAL MARKETING:GENERARE VALORE PERBRAND E CONSUMATORIConfcommercio, 17 Maggio 2012di PAOLA PERETTI

2. WELCOME TOTHE DIGITAL WORLD Paola Pere( Thanks IED for the template 3. No longer can brands expect to tell andsell in their marketing communications andbe as effective as they once were.To be effective with a digital consumer,brands must seek to build relationships withthem by creating experiences that make themWANT to engage your brand. 4. Business 1.0Internet asBrochureware 5. Business 2.0 Internet as aSales Channel 6. Business 3.0 Engage withyour customer 7. I N I TA L I A O G G II Social Networkraggiungono26.826.8milionidi utenti.Total Unique Visitors (MM) 17.8 5.194.1%della popolazioneitaliana online E-mail InstantSocialMessengers NetworkingSource: comScore Media Metrix, March 2012 8. Facebook pi diffuso al Sud che al Centro Laudience italiana prevalentemente maschilee tra i 35-44 anni12,742 14,132 MMMMdonne uomini1/3 dellaudience ha 45+ anni Laudience over 55 cresciuta del 15.1%Source: comScore Media Metrix, March 2011-March 2012 9. Twitter raggiunge1 utente su 10@ @in Italia Una visita media a Twitter dura 2.8 minuti (13.1 su Facebook) Questa, per le persone con 55+ anni pressocch equivalente a quella deipi giovani (15-24), mentre gli stessi utenti risultano molto meno ingaggiatisu Facebook Per gli uomini over 55, la durata della visita media su Twitter di 3.3 minuticontro i 2.6 dei pi giovani (15-24 anni) Source: comScore Media Metrix, Italy, March 2012 10. La diffusione degli Smartphone ed il primato in EU5 Source: comScore MobiLens, comScore, Inc. Proprietary. 26 11. Role of marketing has changedBrand Image (what are you telling me) vs. Brand Engagement (how are you involving me) Messaging DialogueStatic DynamicPromisingDelivering Look and feel ExperienceFantasyAuthenticity Advertising CultureAudience CommunityConsistencyCoherence Image CurrencyPassiveInteractive On-High Co-Create 12. From one-way messaging to consumers to developinga two-way (or more) dialogue with them. !Brand Image (what are you telling me) vs. Brand Engagement (how are you involving me)MessagingDialogueStatic DynamicPromisingDelivering Look and feel ExperienceFantasyAuthenticity Advertising CultureAudience CommunityConsistencyCoherence Image CurrencyPassiveInteractive On-High Co-Create 13. From extending a look and feel online to creatingexperiences for consumers to engage with. ! Brand Image(what are you telling me)vs. Brand Engagement(how are you involving me)Messaging DialogueStaticDynamicPromising DeliveringLook and feel ExperienceFantasy Authenticity AdvertisingCultureAudienceCommunityConsistency Coherence ImageCurrencyPassive Interactive On-HighCo-Create 14. From addressing consumers as a mass audience, toleveraging the fact that they are a community.Brand Image (what are you telling me) vs. Brand Engagement (how are you involving me) Messaging Dialogue StaticDynamic Promising Delivering Look and feel Experience Fantasy AuthenticityAdvertisingCulture AudienceCommunity Consistency CoherenceImageCurrency Passive InteractiveOn-HighCo-Create 15. 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 StaticDynamic Promising Delivering Look and feel Experience Fantasy AuthenticityAdvertisingCulture AudienceCommunity Consistency CoherenceImageCurrencyPassiveInteractive On-high Co-create 16. This mindset shift should be at the heart of everypart of our business and marketing strategy. Brand Image(what are you telling me)vs. Brand Engagement(how are you involving me)Messaging DialogueStaticDynamicPromising DeliveringLook and feel ExperienceFantasy Authenticity AdvertisingCultureAudienceCommunityConsistency Coherence ImageCurrency PassiveInteractive On-highCo-create 17. Digital Marketing is not about solving a puzzle. Instead, digital is about building a real puzzle out of unique content, so that at the end, people can formally play with it Paola P. 18. INVESTIMENTI & ATTIVITA Marke6ng Digital Tradizionale Marke6ng Sito Web Pubblicit Community Promozioni Web TV Ucio Stampa Social Media 31 19. DIGITAL: WHATS IMPORTANT? Forte Orientamento ai Social Media Integrazione e Seguire un Valorizzazione processo Contenuto RELAZIONALE CRESCERE 32 20. The question is: how can wegenerate value between brandsand consumers? 21. Il processo relazionale AwarenessEngagement PurchaseLoyalty AdvocacyPROCESSO Incrementare la visibilit Date la possibilit agli Costruire dei percorsi del brand. utenti di interagire con ilGarantire la possibilit agli integrati di fidelizzazione.Valorizzare il nuovo ruolobrand. utenti di confrontare e La fedelt significa manteneredei clienti che diventano Sviluppare awareness significa essere visibili online Creare engagement significaacquistare online.attivo il dialogo tra brand e brand ambassador.conversare, partecipare eGestire e presidiare la vendita clienti in modo continuativo. E Le opinioni/review/post (motori di ricerca), gestire ecostruire percorsi in grado di allinterno degli e-shop di fare in modo che lacquisto sipositive diventano un asset monitorare la presenza nelle principali piattaforme virtualicreare esperienza di propriet e/o multibrand (sitiripeta e il legame con il brand del brand che rafforzainterazione e contenuto chee-commerce).si rafforzi.immagine ed engagement. (social network, communities, blogs, canali video).stimoli dialogo con il brand. 22. approccio LISTEN CONNECT ENGAGE ADVOCACY 23. LISTEN CONNECT ENGAGE ADVOCACY Ascoltare le persone Web Site S6molare Valorizzare il nuovo ruolo dei Le loro conversazioni CRM Stupire consumatori che online diventano brand Social Network Coinvolgere ambassador I comportamen6 di ricerca E-Commerce Esplorare Generare senso di appartenenza Le modalit di Mobile Incuriosire interazione Fidelizzare Community Il processo di . acquisto NewsleWer Gli aWeggiamen6 oine 24. 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 inhelping to tell the story.Tell brand stories that engage and involveconsumers.Be sure there are no dead ends. 25. So what do I have to take home? DESIGN FOR DIFFERENTTYPES OF RELATIONSHIPS 26. !Common theme: Consumer needs and desiresare at the root of all of the things weve talked abouttoday.Understanding our consumer allows us to craftactionable insights from which truly innovativeideas can come to life.Trust. And remember it will have an impact on yourbusiness (KPI). 27. And remember thats just thebeginningSocial DigitalCommerce SignageMobile,Mobile, ConsumerMobile Insights.. 28. WHATS NEXT?David Arcifa CRM & Digital Communica6on Specialist @ Nestl Purina 29. there is a content, shared in a community,available through an engaging experience 30. #1 Content Aziende come media company Consumatori/utenti: Like Share Send i BRAND come principali protagonisti della condivisioneonline (un marchio citato nel 60% dei messaggi) 31. #2 Community Condivisione Entertainment Gamificationgli UTENTI vogliono essere riconosciuti nella propriacommunity (es. Fan del mese) 32. #3 Experience Non credere solo alle promesse Dallonline alloffline allonline le AZIENDE devono aiutare i consumatori a connettersidove acquistano e farli acquistare dove si connettono 33. THANKSDIGITAL MARKETING: GENERAREVALORE PER BRAND E CONSUMATORI