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E mail marketing in italia e per gli italiani. Capitolo 4: Creare e popolare database e mailing list

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e-Mail Marketing in Italia - Capitolo 4 di una serie di appunti su perché, quando e come usare il Direct Mailing per fare Business: Creare e popolare Database e Mailing List - Alessandro Giacchino, CEO di BCI Italia - www.bci-italia.com.

I commenti alle Slide, in forma di Capitolo 4 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

Una volta impostato, il Database va popolato di anagrafiche coerenti con il proprio target, tenendo ben presente che questo non va considerato come un fatto occasionale od episodico, ma parte delle attività che rientrano nella quotidianità. Il Database va infatti non solo alimentato di nuovi contatti, ma quelli che ci sono vanno tenuti aggiornati, talvolta anche per fatti esterni alla persona o all’azienda per la quale opera. Due esempi su tutti: la creazione di nuove province ha portato alla revisione dei CAP, ma anche di numerosi prefissi telefonici. Nello stesso tempo, il Fax è praticamente caduto nel dimenticatoio, mentre stanno assumendo sempre più rilevanza le identità su Twitter o su Skype. Fatti che non solo non possono esser ignorati, ma che divengono nuovi e importanti canali di comunicazione.
Già, ma come operare? Il tema è molto ampio e per questo qui partiamo dai metodi più tradizionali, rimandando al prossimo capitolo quelli di nuova generazione.

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E mail marketing in italia e per gli italiani. Capitolo 4: Creare e popolare database e mailing list

  1. 1. e-Mail Marketing in Italia e per gli Italiani Capitolo 4: Creare e Popolare 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. Indice Attività © BCI Italia 2013 www.bci-italia.com• I perché, i principi, le precauzioni Anagrafiche di• Valorizzare l’Esistente Persone e Aziende• Generare nuovi Contatti Clienti, Fornitori, Partner – Modalità legali/illegali Prospect, Supporter – Approcci Attivi/Passivi Dipendenti, Collaboratori – Il Ruolo del sito Web• Un paio di «trucchi» legali ed efficaci
  3. 3. Perché «Popolare» il DBMS -1(Fonte 2012 Silverpop Email Marketing Metrics Benchmark Study © BCI Italia 2013 www.bci-italia.com
  4. 4. Perché «Popolare» il DBMS - 2(Fonte 2012 Silverpop Email Marketing Metrics Benchmark Study © BCI Italia 2013 www.bci-italia.com
  5. 5. Database ben profilato per generare Lead © BCI Italia 2013 www.bci-italia.com• Cos’è un Lead? – Non un’Anagrafica, ma – Qualcuno interessato a ciò che • Proponiamo • Scriviamo • Vendiamo – In grado di dar seguito al suo interesse con delle azioni tipo: • Compilare un modulo di iscrizione • Sottoscrivere un abbonamento • Acquistare un prodotto/servizioIn caso contrario non è un Lead, ma o è«rumore» o stiamo disturbando qualcuno
  6. 6. Popolare il Database: da dove cominciare? © BCI Italia 2013 www.bci-italia.com• Inventario / Censimento dell’esistente – Dati clienti «storici» e manutenzioni – DMBS Vendite/Marketing/Amministrazione• Pulizia, normalizzazione, integrazione, completamento dati (QUALITA’)• Revisione di tutti i form di raccolta dati dell’azienda sulle nuove impostazioni: Web, Pubblicità, Moduli, Contratti…
  7. 7. Popolare il Database: come proseguire? © BCI Italia 2013 www.bci-italia.com• Scambio/Acquisto Liste• Proprio sito Web, siti Web dedicati• Acquisto Spazi, DEM, Banner• Campagne PPC, servizi SEO• Google Alerts / Yahoo! Answers• List Builder, Autoresponder (Capitolo 5)• Social Media (Capitolo 5)• La Landing/Squeezed Page (Capitolo 5)
  8. 8. Popolare il Database: Scambio/Acquisto Liste © BCI Italia 2013 www.bci-italia.com• Il sistema più diffuso del passato• Oggi da evitare perché: – Cosa stiamo comprando? Elevato rischio di avere nomi non profilati, non aggiornati, con codici Anti-Spam – La gran parte delle normative nazionali e internazionali lo vieta
  9. 9. Popolare il Database: Sito Web, cuore pulsante di tutto © BCI Italia 2013 www.bci-italia.com Servizi SEO Blog, eZine Banner ArticlePay Per Click Marketing Social MediaList Builder /Autoresponder Google Alert Landing/Squeezed Page
  10. 10. Popolare il Database:Acquisto Spazi, DEM, Banner © BCI Italia 2013 www.bci-italia.com• Newsletter, eZine specializzati• Supplementi a Newsletter• DEM in congiunzione•…
  11. 11. Popolare il Database:Campagne PPC, Servizi SEO © BCI Italia 2013 www.bci-italia.com
  12. 12. Popolare il Database: Sfruttare il servizio Google Alert © BCI Italia 2013 www.bci-italia.com• Scegliere: – i termini o frasi, aziende, persone da seguire – i tipi di documenti (blog, discussioni, news, video) – la frequenza degli aggiornamenti – l’eMai di ricezione
  13. 13. Popolare il Database: Sfruttare il servizio Yahoo! Answers © BCI Italia 2013 www.bci-italia.com• Operare su nicchie di propria competenza• Fornire contenuti di valore• Pubblicare Link al proprio sito o, nel caso, a specifiche Landing Page
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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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