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Dal “Real Time Marketing” al “Micro-Moments Marketing” per innovare le relazioni tra persone e brand

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Dopo il famosissimo tweet di Oreo al Super Bowl del 2013 il “Real Time Marketing” è divenuto una moda molto spesso rincorsa dalle aziende senza una base strategica che è invece indispensabile. Con la massiccia diffusione delle tecnologie mobile, poi, è sempre più necessario passare dal concetto di “Real Time Marketing” al cosiddetto “Micro-Moments Marketing” che consiste nell'intercettare i bisogni latenti che le persone manifestano attraverso l’interazione con il proprio device trasformandoli in occasioni di relazione con il proprio brand.

Intervento al dig.it4fashion - 1 Ottobre 2015 - Firenze

Published in: Marketing
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Dal “Real Time Marketing” al “Micro-Moments Marketing” per innovare le relazioni tra persone e brand

  1. 1. Dal “Real Time Marketing” al “Micro-Moments Marketing” per innovare le relazioni tra persone e brand. dig.it4fashion - 1 Ottobre 2015 - Firenze Davide Basile Retail & Digital Marketing
  2. 2. #it4fashion @kawakumi #digit4fashion
  3. 3. @kawakumi OREO HA VINTO L’INTERNET, FORSE L’HA PURE ROTTO.
  4. 4. @kawakumi
  5. 5. @kawakumi
  6. 6. @kawakumi
  7. 7. @kawakumi
  8. 8. @kawakumi
  9. 9. @kawakumi
  10. 10. @kawakumi
  11. 11. @kawakumi
  12. 12. @kawakumi REAL TIME MARKETING (?) SU TUTTO, TUTTI I GIORNI…
  13. 13. @kawakumi RTM O “PARACUL COMMUNICATION”?
  14. 14. @kawakumi RTM: DEFINIZIONE La strategia e la pratica di rispondere con immediatezza ad eventi e stimoli esterni. Senza dubbio è la più rilevante forma di marketing ottenuta ascoltando e/o anticipando interessi e desideri dei consumatori.
  15. 15. @kawakumi RTM: PERCHÈ? Fonte: Golin Harris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/ Predisposizione delle persone verso la marca Altri strumenti di comunicazione
  16. 16. @kawakumi RTM: 6 POSSIBILITÀ
  17. 17. @kawakumi 1. BRAND EVENT (PLANNED/PROACTIVE) Conferenze stampa, lanci di prodotto, organizzati dal brand e per il quale sono pianificate delle attività di social marketing preparate in anticipo. ES. Salesforce usa una Facebook App per il live streaming dei suoi eventi.
  18. 18. @kawakumi 2. ANTICIPATED EVENT (PLANNED/PROACTIVE) Eventi non organizzati dal brand ma che l’azienda conosce con anticipo e per i quali può preparare la propria strategia (Super Bowl, Sanremo, Mondiali, etc) ES. Adidas e la sua social media room durante i Mondiali di calcio del 2014.
  19. 19. @kawakumi 3. LOCATION BASED (PLANNED/REACTIVE) Grazie alle nuove tecnologie (beacon, geo- fence, etc) è possibile offrire sconti speciali e/o comunicazioni in tempo reale al cliente che entra nel nostro negozio o si trova nelle vicinanze. ES. Taco Bell che propone i propri ristoranti all’interno di Waze.
  20. 20. @kawakumi 4. PREDICTIVE ANALYTICS (PLANNED/REACTIVE) Attività che vengono personalizzate in base al comportamento dell’utente sulla rete (e non solo). ES. Walgreens risponde ai check-in su Foursquare con dei coupon sconto.
  21. 21. @kawakumi Attività che si basa sulla capacità di reazione del social media manager o dell’addetto al customer service a sollecitazioni degli utenti. ES. Ceres offre una birra alla stazione all’utente che gliel’ha chiesta su Twitter dal treno senza aria condizionata 5. CUSTOMER INTERACTION (UNPLANNED/REACTIVE)
  22. 22. @kawakumi Sono i casi di real time marketing più comuni. I social media manager o i marketing manager sfruttano una notizia per ideare campagne pubblicitarie da diffondere sui social ES. ne abbiamo fatti tanti ma quello di Oreo al SuperBowl resta il top! 6. BREAKING NEWS (UNPLANNED/REACTIVE)
  23. 23. @kawakumi 6. BREAKING NEWS (UNPLANNED/REACTIVE) #FAIL
  24. 24. @kawakumi RTM: HOW TO?
  25. 25. @kawakumi MICRO-MOMENTS
  26. 26. @kawakumi MICRO-MOMENTS MARKETING Fonte: Google. Micro-Moments:Your Guide to Winning the Shift to Mobile - https://www.thinkwithgoogle.com/research-studies/micromoments-guide-pdf-download.html Oggi il marketing manager dovrebbe:
 • mappare, rilevandolo in tempo reale, il comportamento in rete (e non solo) dei suoi utenti, attuali e futuri, al fine di intercettare quei micro momenti che potrebbero portare all’acquisto; • creare contenuti e messaggi rilevanti, contestuali e quanto più personalizzati; • utilizzare questi messaggi nel momento opportuno, non solo quando le persone chiedono un aiuto esplicito all’azienda (social caring), ma soprattutto quando il bisogno è ancora latente.
  27. 27. “Essere pronto è molto, saper attendere è meglio, ma sfruttare il momento giusto è tutto.” (Arthur Schnitzler, 1927)
  28. 28. www.kawakumi.com @kawakumi in/davidebasile Davide Basile aka kawakumi

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