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e-Mail marketing in italia e per gli italiani. Capitolo 3: Database e Mailing List

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e-Mail Marketing in Italia - Capitolo 3 di una serie di appunti su perché, quando e come usare il Direct Mailing per fare Business: Strutturare, alimentare e aggiornare il Database - Alessandro Giacchino, CEO di BCI Italia - www.bci-italia.com.

I commenti alle Slide, in forma di Capitolo 3 di questi appunti, sono disponibili all'indirizzo: http://www.itware.com/2.5/blogger/2012-03-04-13-33-45
Per continuare a ricevere gli altri capitoli e la segnalazione delle nuove uscite, inviare una mail all'indirizzo: itwarenews@itware.com con oggetto: Ancora

In questo capitolo viene illustrato come e perché creare un Data Base efficace per la gestione degli indirizzari da utilizzare nell'e-Mail Marketing.

Published in: Business
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e-Mail marketing in italia e per gli italiani. Capitolo 3: Database e Mailing List

  1. 1. e-Mail Marketing in Italia e per gli Italiani Capitolo 3: Database e Mailing List Appunti di Alessandro Giacchinowww.bci-italia.com Mail: info@BCI-Italia.com Corso Cairoli, 96 - 27100 Pavia Tel. 0382 / 304.985
  2. 2. Il Database, cuore di tutto © BCI Italia 2013 www.bci-italia.com• A chi inviare i propri messaggi se non si possiede un indirizzario?• Come scegliere i destinatari se non si è in grado di selezionarli?• Come creiamo, incrementiamo, aggiorniamo l’indirizzario?MA, NOI SCRIVIAMO A INDIRIZZI O APERSONE, CLIENTI O PROSPECT?
  3. 3. Il Patrimonio dell’Azienda 2.0 © BCI Italia 2013 www.bci-italia.com • Riconoscibilità • Percezione • Reputazione Marchio • Identificazione (brand) Processi Relazioni (sistemi IT) (ecosistema)• Offerta • Collaboratori• Organizzazione • Clienti• Affidabilità • Fornitori
  4. 4. Il Database, perno del sistema di relazioni: aspetti funzionali © BCI Italia 2013 www.bci-italia.com• Determinare: Anagrafiche di Persone e Aziende – i «campi» Clienti, Fornitori, Partner – le «fonti» Prospect, Supporter Dipendenti, Collaboratori – gli «utenti»• Stabilire Regole e Responsabilità: – chi è il «proprietario» dei dati? – chi e come si procede negli aggiornamenti? – che garanzie di allineamento e integrazione? – tutela di sicurezza e rispetto normative
  5. 5. Il Database: Fonti e Motori © BCI Italia 2013 www.bci-italia.com• Amministrazione Anagrafiche di – Anagrafiche Clienti/Fornitori Persone e Aziende – Situazione pagamenti – Controlli Affidabilità Clienti, Fornitori, Partner – Dipendenti/Candidati Prospect, Supporter Dipendenti, Collaboratori• Marketing – Eventi (fiere, convegni, conferenze stampa…) – Pubblicità, Campagne Promozionali, Web – Acquisti• Vendite – Visite – Storico
  6. 6. Il Database: esempio di dati individuali © BCI Italia 2013 www.bci-italia.com Ultimo Fonte del Situazione Aggiornamento contatto Contatto Qualifica, Azienda di Ruolo appartenenza Aree di Interesse Curriculum Recapiti Storia contattiProdotti, PartecipazioniServizi ad eventiAcquistati Ricerca
  7. 7. Il Database: esempio di dati aziendali © BCI Italia 2013 www.bci-italia.com Azienda Situazione Ultimo Fonte del Riepilogativa Aggiornamento contatto Codifiche SettoreSedi Chiave Ricerca Profilo Azienda
  8. 8. Il Database: il Sistema di Codifica © BCI Italia 2013 www.bci-italia.com• Principali Criteri di Selezione Anagrafiche di – Tipo di Relazione: Persone e Aziende • Clienti/Fornitori/Partner • Dipendenti Clienti, Fornitori, Partner • «Follower», Simpatizzanti Prospect, Supporter – Tipologia individui Dipendenti, Collaboratori • Ruolo • Argomenti di Interesse • Partecipazione a Eventi, Promozioni, Acquisti • Area geografica – Tipologia Aziende • Settore Merceologico, Area Geografica • Dimensioni • Acquisti effettuati
  9. 9. Il Database:Aspetti Strutturali © BCI Italia 2013 www.bci-italia.com Tabelle e Correlazioni
  10. 10. Alessandro Giacchino © BCI Italia 2013 www.bci-italia.com • Classe ‘56, laurea in Ingegneria Gestionale al Politecnico di Milano, MBA alla Bocconi (SDA), entrato in IBM all’inizio degli anni ‘80, è poi passato in Fininvest e quindi nel Gruppo Olivetti occupandosi sempre di innovazione tecnologica e marketing con il ruolo di creatore di nuove imprese e consulente per conto di altri Start-up. • Nel 1993 ha costituito BCI Italia sull’innovativo modello di impresa/rete, specializzandola nei servizi di consulenza e marketing, dotandola dei più moderni strumenti di generazione di Leads: una rivista cartacea, pubblicata dal 1993, un sito in linea già dal 1998, una newsletter digitale attiva dal 2003, un ciclo di conferenze, un Data Base con oltre 100.000 profili di Manager italiani. • Nel 2010 ha pubblicato il volume «Fare Impresa nell’Era 2.0», tiene regolarmente conferenze e gestisce vari Blog su vari temi relativi all’Innovazione Tecnologica
  11. 11. BCI Italia Offering © BCI Italia 2013 www.bci-italia.com Temporary Publishing Conferences Services Mgmt Subsidiary CEO/Marketing ToolNews eSecurityLab Start-Up Management SofTech Positioning, Operational ITware.com Competitive Analisys (SOA 2.0, Web 2.0) Marketing WF Independent ITwareNews Leads Generation (BPM, ECM, SOA) Board Member Marketing On-line initiativeeZine, Newsletter On request by on demand Customer Operations Multi-Company, under BCI logo
  12. 12. BCI Italia Offering Marketing © BCI Italia 2013 www.bci-italia.com Services Strategic © BCI Italia 2012 PR, ePR & www.bci-italia.com Marketing Operations Market Research Communication Business Plan & Press Releases DocumentationOffering Positioning & Conferences (Data-Sheets, Brochures, Flyers) On Line Analysis Channel Sales & Articles & Interviews Survey Interviews Leads Generation Alliances set-up Competitive White Papers & User Groups & Analisys Case History ConferencesTarget & Prospect Speaking Newsletters & Managing Forum Engagement Selection House Organs & Webinars Companies Web Site Set up Sales & Acquisition & Management Promotions
  13. 13. BCI Italia Offering B2B-B2C Digital © BCI Italia 2013 www.bci-italia.com Marketing Services Strategy © BCI Italia 2012 Social Media Web Site www.bci-italia.com & Execution Management Management Market Services Integration Content/Article Set Up / Review Digital/Traditional Marketing On Line Survey SEO Oriented Review/Develop Blogs Production OnLine Monitoring & Management Words Selection Brand, Web,…Content/Messages Competitive Reputation SEO / SEM OnLine Monitoring Analisys Management Services & Auditing Brand, Web,…Target & Prospects Newsletters & PPC (Pay Per Click) Segmentation DEMs Optimization Tutoring Providers / Media Video Interviews Sales & Management & Webinars Promotions
  14. 14. Per i commenti alle slide e per ricevere gli altri capitoli di questa serie: alla newsletter gratutia ITwareNews inviando una Mail a itwarenews@itware.com o - gratuitamente al sito www.itware.com Corso Cairoli, 96 - 27100 Pavia Tel. 0382/304.985 www.bci-italia.com e-Mail info@bci-Italia.com

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