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Ubiquitous Advertising: i nuovi touchpoint del People-Based Marketing [#openIQUII - Workshop]

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Le slide dell'#openIQUII di giovedì 17 marzo 2016 dedicato alle nuove forme di advertising nell'era del People-Based Marketing.
Abbiamo affrontato negli ultimi anni una evoluzione tecnologica che ha portato gli utenti a co-produrre valore insieme alle aziende attraverso la creazione di contenuti ed informazioni sempre più profonde e dettagliate.

Nel 2015 abbiamo visto come l'integrazione di sistemi acquisiti da Facebook (Instagram, Whatsapp ecc.) siano diventati strumenti di profilazione ed allo stesso tempo touchpoint aggiuntivi per promozioni ed offerte in ADV.

Oggi, grazie all'integrazione dei sistemi e dei dati l'ADV sta vivendo una evoluzione che sembra andare nella direzione di quello che abbiamo visto anni fa in film come Minority Report: nuove capacità predittive e prescrittive in grado di dare all'utente informazioni e offerte che anticipano quasi l'esigenza. Localizzazione, prossimità, iper profilazione diventano parte integrante dell'ADV di domani.

Published in: Marketing
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Ubiquitous Advertising: i nuovi touchpoint del People-Based Marketing [#openIQUII - Workshop]

  1. 1. UBIQUITOUS ADVERTISING: i nuovi touchpoint del People-Based Marketing Davide Iandiorio - Fabio Lalli
  2. 2. Twitta e condividi con l’hashtag #openIQUII
  3. 3. DI COSA PARLEREMO • La trasformazione dell’advertising • People-Based Marketing • Numeri Digital • Facebook… Based Marketing • Esempi • Dato = Valore • Un Nuovo Remarketing
  4. 4. La trasformazione dell’advertising
  5. 5. La pubblicità veniva lanciata in televisione, in radio, sui giornali e nei luoghi pubblici, senza troppa cura nella scelta di target, in modo massivo. ADVERTISING IERI PERFOMANCE
 INCERTE GENERALIZZATO CONSUMER PASSIVO I l c o n s u m a t o r e e r a considerato attore passivo, “vittima” dei messaggi pubblicitari, e le strategie sul target erano generali. Uno dei limiti di questo advertising era l’assenza di numeri ben precisi per calcolare le perfomance di comunicazione e il ROI.
  6. 6. ADVERTISING IERI
  7. 7. Con l’avvento di Internet, oggi l’advertising riesce a dividere l’audience in target ben precisi, per interessi, ottimizzando gli investimenti. IL SOCIAL-ADVERTISING OGGI MISURABILEPRECISO LOCALIZZATO Oltre agli interessi, i messaggi di comunicazione veicolati sulla Rete possono essere indirizzati a una determinata area geografica. Grazie a strumenti di analisi sempre più precisi, tutti gli annunci sponsorizzati su Internet hanno dei numeri di performance ben precisi.
  8. 8. Questa trasformazione, favorita dai processi tecnologici, ha risposto a una delle esigenze più importanti di sempre degli advertiser: catturare l’attenzione di chi è potenzialmente interessato a un prodotto/servizio, evitando di sprecare budget per convincere un target che ha una bassissima probabilità di conversione. UNA NUOVA ESIGENZA Lancia il giusto messaggio, alle giuste persone, nel giusto momento.
  9. 9. People-Based Marketing
  10. 10. Con il termine People-Based Marketing (coniato recentemente, nell’agosto 2014), si indica l’utilizzo di informazioni di contesto per creare contenuti di valore specifico per una determinata persona e solo per quella. In altre parole, il People-Based Marketing - nuova frontiera del marketing data-driven - propone un advertising basato su contenuti promozionali direttamente influenzati dalle interazioni tra le persone, e non solo, in modo sempre più preciso, puntuale e geolocalizzato. UN MARKETING BASATO SULLE PERSONE
  11. 11. I vantaggi di un marketing così preciso possono essere tanti, ma alcuni emergono più di altri: • presidio costante e strategico dei micro-momenti a cui il consumatore dedica la sua attenzione durante tutta la giornata; • ottimizzazione utilizzo dei dati dell’utente; • possibilità di proporre all’utente il giusto contenuto nel giusto momento, abilitando la capacità di attivarne e stimolarne l’attenzione selettiva; • riduzione dei costi di acquisizione; • potenziale aumento delle conversioni; QUALI SONO I VANTAGGI?
  12. 12. PRINCIPALI AMBITI DI UTILIZZO BRAND CON E-COMMERCE GROWTH
 HACKING ORGANIZZAZIONE
 EVENTI BRAND
 CON OBIETTIVI DI LEAD ACQUISITION
  13. 13. STRUMENTO PER L’E-COMMERCE COPERTURA: 60mila persone profilate AUMENTO VENDITE +20% CLIC: 4mila (Business Case, febbraio 2016) Post sponsorizzato per brand con E-Commerce di t-shirt:
  14. 14. SE NE PARLA E SE NE PARLERÀ
  15. 15. Numeri
  16. 16. DATI GENERALI (MONDO-ITALIA, 2015) NR. DI PERSONE CONNESSE NEL MONDO 3,4 miliardi (46% sul totale) NR. DI ACCOUNT SOCIAL ATTIVI NEL MONDO 2,3 miliardi POPOLAZIONE ITALIANA 59,80 milioni ITALIANI CHE HANNO ACCESSO A INTERNET 37,67 milioni (63% sul totale) ITALIANI CHE ACCEDONO DA MOBILE 28 milioni (48% sul totale)
  17. 17. DIGITAL AUDIENCE IN ITALIA (2015)
  18. 18. CHI NAVIGA IN ITALIA (2015)
  19. 19. INTERNET vs TV (2015)
  20. 20. I NUMERI DI FACEBOOK (2015) UTENTI ISCRITTI 1,59 miliardi (38% sul totale della popolazione mondiale) NR. DI ACCOUNT ATTIVI QUOTIDIANAMENTE 1,03 miliardi NR. DI ACCOUNT FAKE 140 milioni (dato 2014) 61% DELLA POPOLAZIONE MONDIALE ACCEDE A FB ALMENO 1 VOLTA AL GIORNO 20 minuti IL TEMPO MEDIO GIORNALIERO TRASCORSO SU FB A LIVELLO MONDIALE 2,46 milioni DI CONTENUTI PUBBLICATI SU FB OGNI 60 secondi
  21. 21. FACEBOOK & GOOGLE REVENUE REVENUE FACEBOOK
 DA ADVERTISING 14,34 miliardi (80% sul totale del fatturato) REVENUE GOOGLE
 DA ADVERTISING 67,39 miliardi (90% sul totale del fatturato)
  22. 22. Facebook…Based Marketing
  23. 23. Molte importanti realtà hanno capito l’importanza di un marketing di questo tipo. In primis Facebook, che sta sfruttando al massimo le potenzialità del People-Based Marketing grazie alla grande mole di dati che gli utenti ogni giorno condividono sulla sua piattaforma. Le strategie ADV su Facebook stanno quindi aiutando molte società a ottimizzare gli investimenti e minimizzare i costi di acquisizione. FACEBOOK ADV
  24. 24. Negli ultimi anni la capacità di Facebook di carpire gli interessi degli utenti è cresciuta a dismisura, anche grazie al supporto di Whatsapp e delle altre acquisizioni effettuate. Tramite l’analisi dei dati personali, il contesto delle relazioni sociali, gli interessi, le condivisioni e i Like ma soprattutto la localizzazione, l’azienda di Palo Alto è in grado di capire perfettamente cosa piace, cosa interessa e cosa potrebbe interessare alle persone. In poche parole: comprendere e anticipare il comportamento. COMPRENDERE E ANTICIPARE IL COMPORTAMENTO
  25. 25. GLI STRUMENTI DEL PEOPLE-BASED MARKETING INTERESSI
 DEGLI AMICI SOCIAL
 LOGIN LOCALIZZAZIONE DI CONTESTO LOCALIZZAZIONE GEOGRAFICA INTERESSI
 PERSONALI DATI
 ESTERNI
  26. 26. Esempi
  27. 27. ADV TRAMITE INTERESSI PERSONALI (1)
  28. 28. ADV TRAMITE INTERESSI PERSONALI (2)
  29. 29. ADV TRAMITE INTERESSI DEGLI AMICI
  30. 30. ADV TRAMITE LOCALIZZAZIONE GEOGRAFICA
  31. 31. ADV TRAMITE LOCALIZZAZIONE DI CONTESTO
  32. 32. Dato = Valore
  33. 33. IL DATO COME VALORE In un contesto ed un mercato data driven, il potere del dato per le aziende deriva da strategie che lo rendano leggibile e fruibile, generando vero valore. Il primo focus quindi è sull’acquisizione del dato attraverso tutti i canali attivabili dall’azienda, attraverso cioè tutti quei touchpoint che aiutano a intercettare l’utente. Pensate a come i consumatori comprano oggi. Possono ricevere offerte per mail sul proprio smartphone, comparare i prezzi e leggere le recensioni del prodotto su Pc, vedere post sponsorizzati del prodotto sul tablet e poi andare in negozio a comprare l’oggetto in questione, tutto in poche ore.
  34. 34. GESTIONE DEI TOUCHPOINT IN TEMPO REALE Ciò segnala l’esigenza di strategie ben precise e strumenti veloci, semplici e trasparenti, affinché un marketer possa gestire tutti questi touchpoint in tempo reale. Il rischio sennò è di perdere opportunità per ingaggiare il consumatore e, quindi, di ottenere minori conversioni. I marketer devono quindi saper sfruttare appieno tutto il potenziale dei dati in loro possesso, così da raggiungere i loro customer quando sono online. Una volta raccolti i dati e analizzati, l’azienda dovrà organizzarli e gestirli con l’aiuto di sistemi integrati di CRM e Business Intelligence, così da fornire all’azienda modalità mirate di utilizzo attraverso strategie online e offline.
  35. 35. ONBOARDING PROCESS La chiave per fare People-Based Marketing è avere l’abilità di caricare dati offline su piattaforme online (“Onboarding Process"), così da attivare strategie misurabili su target personalizzati. FB permette di creare target personalizzati inserendo un elenco di mail o di numeri di telefono dei clienti, oppure creando un elenco di utenti sulla base delle persone che hanno visitato un sito e determinate pagine di un sito, oppure creando un elenco di persone che hanno utilizzato un’app o eseguito azioni specifiche all’interno di essa.
  36. 36. SOCIAL LOGIN: UN ULTERIORE STRUMENTO Nell’ottica del People-Based Marketing diventa molto importante anche il “Social Login”, sempre più utilizzato dalla maggioranza dei siti e delle app. Il “Social Login” diventa un ulteriore strumento per gli advertiser di raccogliere informazioni sull’utente, sui comportamenti, le preferenze etc.
  37. 37. Un nuovo Remarketing
  38. 38. NON IL SOLITO REMARKETING Il tradizionale remarketing, basato sui cookie e sulla navigazione, non permette di capire dettagliatamente il comportamento dell’utente, i suoi interessi, quello che piace o non piace. Il People-Based Marketing sì. Ecco perché questo marketing propone un remarketing innovativo, ben lontano dal banner pubblicitario che, dopo una ricerca su Amazon o su Booking, viene riproposto all’utente durante la sua navigazione sul web e sui social network.
  39. 39. UN REMARKETING DETTATO DAL CONTESTO Oggi il People-Based Marketing permette di raggiungere le persone grazie a dei dati certi, ottimizzando gli investimenti di advertising. Non è un “banale” remarketing ma è qualcosa di più strutturato. E’ un remarketing dettato dal contesto in cui siamo immersi, dalle persone connesse a noi, dalle relazioni sociali, dai film visti più che dagli acquisti fatti. Il People-Based Marketing ha inoltre un vantaggio enorme: non risulterà mai invasivo come la pubblicità tradizionale, perché affine a ciò che vorremmo vedere.
  40. 40. Conclusioni
  41. 41. CONCLUSIONI Siamo nel mezzo di un cambiamento che genera la necessità di riprogettare processi, modelli ed esperienza utente: i dati governano le dinamiche del marketing e dell’advertising. Avere accesso immediato a questo tipo di informazioni, attivare azioni real-time, permette ai brand di ottenere un forte vantaggio competitivo. Oggi un’azienda deve necessariamente considerare queste variabili, molto più rispetto al passato.
  42. 42. Q & A
  43. 43. BUON NETWORKING! @IQUII #openIQUII

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