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Digital Marketing Design: trasformare gli utenti in clienti e fan

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Speech del 19 fennraio 2020 di Marco Ronco (/Meta Line Digital Agency) al Global Summit Marketing&Digital 2020. La metodologia per creare una strategia digitale omnicanale efficace.
Il percorso del Digital Marketing Design è il metodo articolato in 5 fasi con cui analizziamo le esigenze del cliente e sviluppiamo strategie di inbound marketing omnicanale capaci di attrarre contatti qualificati e ottimizzare ROI e ROAS del cliente.

Published in: Marketing
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Digital Marketing Design: trasformare gli utenti in clienti e fan

  1. 1. Il Digital Marketing Design: L’esperienza di trasformare gli utenti in clienti e fan affezionati.
  2. 2. About
  3. 3. Meta Line affianca i brand con strategie di comunicazione digitale. Dal 2001 aiutiamo le aziende a stabilire con il loro pubblico un dialogo costruttivo, capace di innescare uno scambio di valore che impatta positivamente sulla percezione del brand e del business.
  4. 4. Numeri 19 Orbite della Terra 10 Astronauti 400+ Missioni compiute Certificazioni e Partner
  5. 5. Abbiamo il piacere di lavorare con
  6. 6. C’era una volta…
 il Marketing Tradizionale Le strategie da usare nel 2020 
 non sono quelle che usavi in passato.
  7. 7. Il caso Project inVictus Casa editrice esordiente su Sport e Alimentazione Uso del Marketing tradizionale per la promozione Blog ricco di contenuti
  8. 8. Cosa faceva il Project inVictus Identificazione del pubblico per interessi Pubblicità diretta su Facebook Invio alla “landing page”
  9. 9. Il vecchio metodo 0 1000 2000 3000 4000 Spesa Lead Acquisti
  10. 10. Poi ci siamo incontrati
  11. 11. Il vecchio metodo 0 1000 2000 3000 4000 Spesa Lead Acquisti Digital Marketing Design 0 1000 2000 3000 4000 Spesa Lead Acquisti
  12. 12. In Prima pagina di Google
 per la keyword: Addominali Circa 35.000 ricerche al mese
  13. 13. In Prima pagina di Google
 per la keyword: 
 come dimagrisco Circa 18.000 ricerche al mese
  14. 14. Meta Line gestisce e sviluppa il mio sito, non posso che dare 5 stelle al loro operato. Consigliati sinceramente. Andrea Biasci +266% Traffico a seguito del restyling del 2016 +37% Miglioramento performance (-2,2 secondi page load time) +99% Aumento vendite dei libri (YoY 2017-2018) Il Project Invictus diventa la 
 prima casa Editrice Italiana nel mondo del Fitness e Alimentazione.
  15. 15. Crescita di Fatturato 2018-2019 Con Editoria, Corsi e Certificazioni
  16. 16. Come?
  17. 17. Digital Marketing Design
  18. 18. Il Digital Marketing Design si esprime in un percorso complesso, riassunto in 5 punti fondamentali. I punti sono relativamente importanti: ciò che conta è come la tua Azienda li affronta.
  19. 19. Ascolto e condivisione obiettivi Raccolta e analisi dei dati Definizione della strategia Sviluppo ed esecuzione Monitoraggio e follow-up
  20. 20. 1. Ascolto e condivisione Il Project inVictus, attraverso la ricerca scientifica e l’esperienza sul campo, vuole combattere le “diete facili” 
 e la disinformazione. Il Project inVictus vuole "vendetta" contro un mondo dominato da un’informazione superficiale e spesso errata.
  21. 21. Il Project inVictus incarna l’archetipo dell’Eroe
  22. 22. Desiderio Liberare le persone dalla schiavitù di mode e diete Obiettivo Rendere accessibile la propria conoscenza Strategia Migliorare continuamente le competenze, diventare sempre più forte
  23. 23. I super poteri di Project inVictus sono
 la ricerca scientifica e lo studio sul campo;
 il cattivo è la disinformazione.
  24. 24. 2. Analisi dei dati L’analisi ha evidenziato come la ricerca su Google è il primo touch-point del buyer’s journey dei fan del Project inVictus. Come possiamo essere presenti ai primi posti nelle SERP, in modo da essere i primi a rispondere alle domande che si pongono?
  25. 25. Studiare il campo Semantico per salire su Google.
  26. 26. Trazioni
  27. 27. Search intent La formulazione della query è solitamente l’intenzione apparente della ricerca.
  28. 28. ATTRACT CONVERT CLOSE DELIGHT USER L’utente non conosce Pi L’utente conosce Pi L’utente ritiene Pi interessante e desiderabile L’utente entra in relazione stretta con Pi TOUCH POINT Motori di ricerca Social media Magazine (blog) Social media E-commerce Email marketing Social Media Loyalty program Email marketing TACTICS SEO su keyword broad Social media Advertising Gruppi Facebook aperti contenuti a tema in retargeting CTA personalizzate Personalizzazione di massa: CTA personalizzate ADV in retargeting Club Invictus Convention Nazionale Abbigliamento a tiratura limitata GOAL Colpire l’attenzione dell’utente L’utente approfondisce la conoscenza con il brand L’utente acquista Stimoliamo il senso di appartenenza 3. la Strategia omnichannel
  29. 29. USER L’utente non conosce Pi TOUCH POINT Motori di ricerca Social media TACTICS SEO su keyword broad Social media advertising GOAL Colpire l’attenzione dell’utente SEO Ampliamento del bacino di utenti con una strategia di posizionamento su keyword altamente ricercate. SOCIAL MEDIA ADVERTISING Con obiettivo di identificare nuovi utenti interessati attraverso copertura e frequenza di esposizione. Attract
  30. 30. MAGAZINE Rispondere alla necessità informative degli utenti in maniera pertinente. Personalizzazione dei contenuti in base ai comportamenti. SOCIAL MEDIA Mantenere viva la relazione con l’utente personalizzando gli adv tramite retargeting, supportando l’attività del magazine. I gruppi tematici mantengono viva la community Convert USER L’utente conosce Pi TOUCH POINT Magazine (blog) Social media TACTICS Gruppi Facebook aperti contenuti a tema in retargeting CTA personalizzate GOAL L’utente approfondisce la conoscenza con il brand
  31. 31. PERSONALIZZAZIONE CTA In base all’utente vengono personalizzate le Call to Action per portarlo verso il prodotto che risponde maggiormente ai suoi interessi e bisogni. SOCIAL MEDIA Adv di prodotto solo in base alla segmentazione. Close USER L’utente ritiene Pi interessante e desiderabile TOUCH POINT E-commerce Email marketing Social Media TACTICS Personalizzazione di massa: CTA personalizzate ADV in retargeting GOAL Acquisto
  32. 32. CLUB INVICTUS Creazione di un programma fedeltà, non come raccolta punti, ma come touch point esclusivo e dedicato ai clienti fedeli. ABBIGLIAMENTO A TIRATURA LIMITATA Riservato ai membri del club, come investitura da “ambassador” Delight USER L’utente entra in relazione stretta con PI TOUCH POINT Loyalty program Email marketing TACTICS Club Invictus Convention Nazionale Abbigliamento a tiratura limitata GOAL Stimoliamo il senso di appartenenza
  33. 33. 4.1 Sviluppo ed esecuzione Fase 1: Attract Creazione di stilemi di brand: 
 _Buonasera Londra!
 _La lettera V di Project inVictus Rigore scientifico in ogni contenuto Popolamento Gruppi aperti Facebook
  34. 34. 4.2 Sviluppo ed esecuzione Fase 2: Convert Creazione di contenuti free appositamente pensati per la segmentazione ed erogati in base gli interessi: Panca piana - Body builders Corpo libero - Calisthenics Guida dieta - Nutrition enthusiasts
  35. 35. 4.3 Sviluppo ed esecuzione Fase 3: Close Più la profilazione è dettagliata più L’ADV su Facebook costa quindi mostriamo gli annunci a chi è più vicino all’acquisto. L’invio di email marketing ottiene circa il 65% di aperture e il 24% di click, anche sulle mail commerciali.
  36. 36. 4.4 Sviluppo ed esecuzione Fase 4: Delight Creazione Club Invictus Convention Nazionale Bot e Gruppi Segreti per gestire il Customer care.
  37. 37. 5. Monitoraggio e follow-up Implementare il CRM è un passaggio fondamentale per il monitoraggio del progetto La creazione di dati strutturati attraverso il CRM ha permesso di monitorare l’andamento di ciascuna iniziativa in ognuna delle fasi in ottica customer-centrica. Grazie a questo è possibile implementare un miglioramento continuo intervenendo sulle fasi strategiche che si rivelano più deboli.
  38. 38. Your Digital Marketing Design 
 experience starts here. metaline.it - hello@metaline.it

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