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Mauro Lupi - Multi-personality Marketing: Digital Transformation needs flexibility
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Mauro Lupi - Multi-personality Marketing: Digital Transformation needs flexibility


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Mauro Lupi speaking at the Social Business Forum 2014

Mauro Lupi speaking at the Social Business Forum 2014

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  • Il ruolo del Marketing cambia, aumenta di importanza e guida i processi di Digital Transformation. Serve però un marketing agile, moderno, versatile, che noi definiamo «multi-marketing», capace di esprimere differenti personalità in funzione degli obiettivi di business
  • I feel more secure about my grasp f skills needed
  • Transcript

    • 1. 1@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 OPENKNOWLEDGE SRL +39 02.5810.7211 Multi-personality Marketing: Digital Transformation needs flexibility Mauro Lupi @maurolupi 2 Luglio 2014
    • 2. 2@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 Il ruolo del Marketing cambia e aumenta di importanza
    • 3. 3@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 IL RUOLO DEL MARKETING CAMBIA E AUMENTA DI IMPORTANZA Corporate Strategy relevance Marketing drives Digital Transformation Total %
    • 4. 4@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 IL CAMBIAMENTO È IL SOFT SKILL PIÙ IMPORANTE PER I MARKETERS How important would you say the following softer skills or behaviours are to being an effective marketer in the modern digital world? Econsultancy, Top 100 Digital Agencies Report, June 2014
    • 5. 5@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 LA TECNOLOGIA È SEMPRE PIÙ GESTITA DAL MARKETING 81% of big firms ($500 million in annual revenue) now have a Chief Marketing Technologist SOURCE: Gartner (January 2014)
    • 6. 6@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 PERCHÉ IL MARKETING È CENTRALE NELLE MODERNE ORGANIZZAZIONI La relazione con i clienti è centrale Gestione dell’esperienza lungo il customer journey multicanale Importanza della produzione di contenuti Piattaforme tecnologiche, Cloud, Dati La collaborazione interna coinvolge il marketing
    • 7. 7@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 Multi-Marketing What happens OUTSIDE the company What’s the meaning INSIDE the company
    • 8. 8@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 MULTI-MARKETING Multi-Department Multi-Competence Multi-Platform Multi-Data Multi-PersonalityMulti-Format Multi-Content Multi-Touchpoint Multi-Device Multi-Channel What happens OUTSIDE the Company What’s the meaning INSIDE the Company Multi-Personality
    • 9. 9@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 HUB PLATFORMMulti-channel Innovation (internal/external) Collaboration: employees, clients, partners MULTI-PERSONALITY MARKETING
    • 10. 10@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 MEDIA CURATOR Content Marketing Branded Content Native Advertising MULTI-PERSONALITY MARKETING
    • 11. 11@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 HUMAN FRIEND Listening Storytelling Conversation Social support MULTI-PERSONALITY MARKETING
    • 12. 12@MauroLupi : Multi-personality Marketing @SocialBizForum 2014@MauroLupi : Social Customer Strategy that works: Multi-personality Marketing @SocialBizForum 2014 JESTER PARTY ORGANIZER Entertainment, Games Communities, Events 2.0, Digital PR MULTI-PERSONALITY MARKETING
    • 13. 13@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 MULTI-PERSONALITY MARKETING SHOP PERSONAL SHOPPER E-commerce Infocommerce/ROPO Social Commerce Everywhere-shop
    • 14. 14@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 RADAR WIZARD Data analyzer, Personalization Listening, Analyze social profiles MULTI-PERSONALITY MARKETING
    • 15. 15@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 INVENTOR STARTUP Innovation (continuously) Idea management Cocreation Relation w/Startups MULTI-PERSONALITY MARKETING
    • 16. 16@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 Thank You! Web: Blog: Twitter: @openknow Contact: OPENKNOWLEDGE SRL 20123 Milan - Via De Amicis, 53 Mauro Lupi @maurolupi