Luxury Summit 2012 - Europa, Asia e US a confronto

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La presentazione di Massimo Fubini, CEO di ContactLab, tenutasi al quarto Luxury Summit del Sole 24 Ore.

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Luxury Summit 2012 - Europa, Asia e US a confronto

  1. 1. Europa, Asia e US a confronto I cambiamenti dei comportamenti negli utenti digitali I cambiamenti dei comportamenti digitali negli utenti @massimofubini @contactlab #luxurysummit2012
  2. 2. Chi sono e cosa facciamo• Fondatore e amministratore delegato ContactLab• Mi occupo di Digital Direct Marketing• Cerco di capire e di misurare ogni giorno quali elementi della comunicazione diretta (frequenza, oggetto, contenuto, pricing, incentivo, colore, densità…) impattano sulle decisioni di acquisto @massimofubini @contactlab #luxurysummit2012
  3. 3. Che cos’è il digitale?È quell’«ambiente» che vi fa diventare matti,perché non lo avete veramente sotto controllo,perché vi veicola ma può deformare la vostraimmagine, ritagliarla, ridimensionarla, mostrarlacon colori differenti, in ambiti differenti da quelloche vorreste. @massimofubini @contactlab #luxurysummit2012
  4. 4. Il digitaleÈ comunque quel qualche cosa che, volenti onolenti, ci sta (velocemente) cambiando la vita @massimofubini @contactlab #luxurysummit2012
  5. 5. Telefono:Re-Imagination of Connectivity THEN NOW THEN NOW Source: KPCB at DC10 conference @massimofubini @contactlab #luxurysummit2012
  6. 6. Storia:Re-Imagination of Life Stories THEN NOW THEN NOW (Facebook Timeline)Biographies / Item Exhibitions For (Facebook Timeline) Famous PeopleItem Loved Ones Biographies / or Exhibitions For Broad Personalized Media Discovery Feed // Broad Personalized Media Discovery Feed Famous People or Loved Ones Automatically Created / Widely Accessible Automatically Created / Widely Accessible Source: KPCB at DC10 conference 36 @massimofubini @contactlab #luxurysummit2012
  7. 7. Fotografia:Re-Imagination of Photography THEN THEN NOW NOWDedicated Camera / Manually Transfer Always With You Camera (Smartphone) / ) (Instagr.am / Camera+ / Hipstamatic Dedicated Camera / Manually Instant DigitalYou Camera (Smartphone) / Always With Effects / Share / Sync / Digital Files / Files / Develop Films Transfer Digital Develop Films Instant Digital Effects / Share / Sync / Discover Discover Source: KPCB at DC10 conference 40 @massimofubini @contactlab #luxurysummit2012
  8. 8. Re-Imagination of Scrapbooking / Aspiration Diari: THEN THEN NOW NOW Paper / Scissors / Glue One-Click to (Pinterest) Pin / Share / Paper / Scissors / Glue Follow One-Click to Pin / Share / / Always Accessible Follow / Always Accessible Source: KPCB at DC10 conference @massimofubini @contactlab #luxurysummit2012
  9. 9. Musica:Re-Imagination of Music THEN NOWBuy Albums + CDs in Stores / THEN Discovery of Music Through Friends + NOWPlayback via Dedicated Players Experts / Instant On-Demand Streaming on (Spotify ) Buy Albums + CDs in Stores / Discovery of MusicEnabledFriends + Experts / Internet- Through Devices Playback via Dedicated Players Instant On-Demand Streaming on Internet- Enabled Devices Source: KPCB at DC10 conference 45 @massimofubini @contactlab #luxurysummit2012
  10. 10. Film:Re-Imagination of Video THEN THEN NOW NOW (YouTube / Netflix...) On-Demand / InstantPhysical Retail / Rental Stores (YouTube / Netflix ) Physical Retail / Rental Stores Streaming / Accessible Everywhere On-Demand / Instant Streaming / Accessible Everywhere Source: KPCB at DC10 conference 48 @massimofubini @contactlab #luxurysummit2012
  11. 11. Mappe:Re-Imagination of Navigation + Live Traffic Info THEN NOW THEN Physical Copies of Map in Car / TV, User-GeneratedNOW Map / Live Crowd- Digital Radio Reportingof Map in Car / of Traffic Info Sourced Traffic Data (Waze) Physical Copies User-Generated Digital Map / TV, Radio Reporting of Traffic Info Live Crowd-Sourced Traffic Data Source: KPCB at DC10 conference 54 @massimofubini @contactlab #luxurysummit2012
  12. 12. Re-Imagination Promozioni:Local Services of Coupons + THEN THEN NOW NOWNon-Personalized / Smaller Discounts Personalized / Location-Aware / Instant (Groupon ) Non-Personalized / Smaller Discounts / / Easily Lost or Forgotten Deals / Group-buying Discount / Personalized / Location-Aware Easily Lost or Forgotten Instant Deals / Group-buying Discount Source: KPCB at DC10 conference60 @massimofubini @contactlab #luxurysummit2012
  13. 13. Il digitaleOltre a cambiare la nostra vita in generale stamutando lui stesso @massimofubini @contactlab #luxurysummit2012
  14. 14. Digital:Re-Imagination of Computing Devices India Internet Traffic by Type DESKTOPNOW THEN vs MOBILE (Desktops / Notebooks) (Tablets / Smartphones) Source: KPCB at DC10 conference 33 @massimofubini @contactlab #luxurysummit2012
  15. 15. Digital: Good / Bad News – Rapidly Growing Mobile Internet Usage Surpassed More Highly Monetized Desktop Internet Usage in May,MOBILE India India Internet Traffic by Type DESKTOP vs 2012, in India Internet Traffic by Type, Desktop vs. Mobile, 12/08 – 5/12 100%% internet 80% % of Internet Traffic traffic 60% Desktop Internet Mobile Internet 40% 20% 0% 12/08 4/09 8/09 12/09 4/10 8/10 12/10 4/11 8/11 12/11 4/12 Source: Statcounter Global Stat @massimofubini @contactlab #luxurysummit2012 Source: StatCounter Global Stats. 18
  16. 16. Ma torniamo a noi:che cos’è il direct marketing nel lusso? @massimofubini @contactlab #luxurysummit2012
  17. 17. Che cos’è il direct marketing nel lusso? @massimofubini @contactlab #luxurysummit2012
  18. 18. Purtroppo o per fortunaIl marketing digitale è capacità di analizzaretonnellate di dati, interpretarli e intervenirerapidamente, spesso nei piccoli particolari.Perché i particolari contano, eccome se contano @massimofubini @contactlab #luxurysummit2012
  19. 19. Che cosa ha funzionato meglio? VERS. A VERS. BOpen Rate 46,21% 46,52%Click Rate 16,50% 18,49% (12% in più di click)Conversions 48 78 (62% più conversioni) @massimofubini @contactlab #luxurysummit2012
  20. 20. Ma di che redemption stiamo parlando? US – Brand A – email summer campaign Online Offline Google Analytics 62 / 32k Clickers (10d) 148 / 47k 195 / 74k Openers (10d) 303 / 80k 391 / 156k 1 email sent = > 600 clienti > 230k fatturato generato @massimofubini @contactlab #luxurysummit2012
  21. 21. Brand B – summer campaigncountry Comportamento ricevute # acquisti redemption non vista >90.000 78 0,09% IT vista 20.000 117 0,60% non vista >50.000 89 0,16% UK vista 8.000 54 0,70% non vista >400.000 2.250 0,54% US vista 50.000 858 1,69% non vista >40.000 12 0,03% KR vista >3.000 3 0,08% Chi vede il messaggio di direct ha un profilo di acquisto tra le 2,5 e le 6 volte superiore a chi non lo vede! La redemption in US è mediamente 3 volte superiore che in Italia @massimofubini @contactlab #luxurysummit2012
  22. 22. Brand C – avg price CN IT US @massimofubini @contactlab #luxurysummit2012
  23. 23. Brand C – campaign redemption @massimofubini @contactlab #luxurysummit2012
  24. 24. GRAZIE! Massimo Fubiniwww.contactlab.com @massimofubini @contactlab #luxurysummit2012

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