How   DO   you   FEEL   Today? Let  me dance with  you The   NEW   4C  PARADIGM   In   The   2.0  Era
THE  tourism  Scenario   World   WIDE   In  the Marketing innovation STRATEGY FIELD, is  FOLLOWING  The New Wave  Of  the ...
There is a fundamental changing in the human being living. We all live in the city contest. So we have to think in a mobil...
The city becomes the media. The hypermedia  is inside the venue where many cities - living a new life for the booming of t...
A FTER the Old  4P   Product - Price - Publicity - Point of sale A FTER  the  4C  Customer Value - Cost - Communication - ...
Now … piramide.net. Italy @2009 kornfeind@gmail.com
Credibility >  social network is a mass channel. You cannot lie in front of million people Context >  advertising no more ...
Remember  Market   segmentation  involves considering  prospective   buyers in terms of groups  or  segments  that have  c...
2.0 09 It is  NOT  the  strongest  of the species that Survives,  nor the  MOST  intelligent  that survives.  It is the on...
FOLKS   How’s  goin’ with dancing? DO   we FEEL  Better?
2.0 09 The  4C  paradigm CAN  start  The Following  process…
1)  Strategic Advertising.  The new advertising is strategy oriented not anymore mass advertising. That means that we can ...
Yankelowich,2006 piramide.net. Italy @2009 kornfeind@gmail.com <ul><li>Advertising  must be change  in Con-vertising ( con...
Believe it or not an average budget for what describe it - that must be considered as a part of marketing and advertising ...
Alex  was a travel agent 1 995
Alex  is an online agent an avatar a friend a vlogger a contact a blogger  a microblogger  a profile a trip advisor a barc...
[email_address] Alex 2.0 Specialist è CEO piramide.net Srl. Relatore in numerosi convegni in Italia e all’estero ha seguit...
[email_address] Alex   Kornfeind  provides  consulting services  which helps  company's  currently operate within  the  co...
Special thanks goes to David Parsons and his greatest dancers piramide.net. Italy @2009 kornfeind@gmail.com
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4Cs paradigm in the 2.0 Era

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The Marketing Innovation Strategy. The tourism scenario worldwide, in the marketing innovation strategy field, is following the new wave of the consumer generated content meanwhile the marketing mix is playing a role around the word of mouth/word of mouse business challenging for new battles and horizons.

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4Cs paradigm in the 2.0 Era

  1. 1. How DO you FEEL Today? Let me dance with you The NEW 4C PARADIGM In The 2.0 Era
  2. 2. THE tourism Scenario World WIDE In the Marketing innovation STRATEGY FIELD, is FOLLOWING The New Wave Of the C 2C Generated M eanwhile the MKTG MIX is Playing a ROLE around the &quot;word of mouth/word of mouse&quot; business challenging for new battles and horizons 2.0 09
  3. 3. There is a fundamental changing in the human being living. We all live in the city contest. So we have to think in a mobility approach versus a mobile human way of life very often better than the virtual world promised by Second Life with the virtual tourism 2.0 09
  4. 4. The city becomes the media. The hypermedia is inside the venue where many cities - living a new life for the booming of the city break tourism - are in love of arts and artists experiences changing their profiles and skylines with on air art exhibitions expositions and more 2.0 09
  5. 5. A FTER the Old 4P Product - Price - Publicity - Point of sale A FTER the 4C Customer Value - Cost - Communication - Commodity LAST but Not Least AFTER the 4C+2S Computer - Communication - Content - Consumer - System - Service Let me introduce to you the brand new 4C paradigm for the 2.0 discussed recently at MIP University in Milan with professor-guru Mr. Kotler and professor Giuliano Noci 2.0 09
  6. 6. Now … piramide.net. Italy @2009 kornfeind@gmail.com
  7. 7. Credibility > social network is a mass channel. You cannot lie in front of million people Context > advertising no more intended as a brutal content interruption but instead as a proper content proposal Conversation > creating chances of meeting because &quot;People are the message&quot;. No doubts that you have to start a clear relationship with your customer Clarify > paying attention on money investments in the media channel. You can be surprised where little money spent in the virtual can offer you a profit chance in the real world 2.0 09
  8. 8. Remember Market segmentation involves considering prospective buyers in terms of groups or segments that have common needs and will respond similarly to a Marketing action . piramide.net. Italy @2009 kornfeind@gmail.com 2.0 09
  9. 9. 2.0 09 It is NOT the strongest of the species that Survives, nor the MOST intelligent that survives. It is the one that is the most adaptable to change. Charles Darwin
  10. 10. FOLKS How’s goin’ with dancing? DO we FEEL Better?
  11. 11. 2.0 09 The 4C paradigm CAN start The Following process…
  12. 12. 1) Strategic Advertising. The new advertising is strategy oriented not anymore mass advertising. That means that we can follow the stream of one social network instead of another while forgetting some paper brochures and TV or even radio advertising. 2) Tools and Messages. Ceteris paribus &quot;all else being equal&quot;. Planning must be defined to understand which channel prefer or start the multichannel integrated program. This is around the already famous CRM tools and the customer profile. 3) Advertising Driver. Based upon PR/communication mix on own databases. 4) Internal Value Chain. Traveler Centric communication in the mix of services provided by different provider as for hotels chain, Airlines and so on . 2.0 09
  13. 13. Yankelowich,2006 piramide.net. Italy @2009 kornfeind@gmail.com <ul><li>Advertising must be change in Con-vertising ( converting ) example: Social network. </li></ul><ul><li>Co-vertising (co-creating) example: YouTube. </li></ul><ul><li>X-vertising (multi-advertising) example: feed, RSS, blog, wiki. </li></ul>2.0 09 As a results of the preview slide we will get those following results:
  14. 14. Believe it or not an average budget for what describe it - that must be considered as a part of marketing and advertising approach - it's not expensive as we think. Supported by the &quot;word of mouse&quot; and including obviously the umbrella of relevant social network, blog, micro-blogging to create the effect I usually called “synapse web” in order to promote travel products and services and, last but not least, talk with our customers. IDEA OF THE DAY piramide.net Italy @2009 kornfeind@gmail.com
  15. 15. Alex was a travel agent 1 995
  16. 16. Alex is an online agent an avatar a friend a vlogger a contact a blogger a microblogger a profile a trip advisor a barcamper 2.0 09
  17. 17. [email_address] Alex 2.0 Specialist è CEO piramide.net Srl. Relatore in numerosi convegni in Italia e all’estero ha seguito il processo evolutivo del settore IT, nel turismo, operando a stretto contatto con i fornitori nei processi di implementazione di nuovi modelli di business. Iscritto all’OdG Lombardia come pubblicista dal 1985. piramide.net Srl è specializzata in consulenze IT e Value Added Reseller per il turismo. Testata giornalistica svolge anche attività di Press Office, Social Media Positioning e PR. Enterprise Representative Partners Clients Consulting & Training Members “ 2.0 means people are the message. Investing in technology does not mean throwing the money but plan a relationship with your customers&quot;
  18. 18. [email_address] Alex Kornfeind provides consulting services which helps company's currently operate within the constraints of 1.0 BUT B ready 2 exploit THE converged 2.0 ! Our deliverables assist U in the move from separation, isolation n solitude 2 relationship, engagement and conversation .
  19. 19. Special thanks goes to David Parsons and his greatest dancers piramide.net. Italy @2009 kornfeind@gmail.com

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