Digital and Multi-Channel Marketing:A (very) short introFabrizio Maria Pinipini@mip.polimi.itsabato 15 giugno 13
Fabrizio Maria PiniHead of Marketing ProgrammesMIP-Politecnico of Milan(Digital marketing, Brand Management, Business Mode...
What is digitalmarketing all about?sabato 15 giugno 13
sabato 15 giugno 13
sabato 15 giugno 13
sabato 15 giugno 13
sabato 15 giugno 13
sabato 15 giugno 13
sabato 15 giugno 13
What do we learn fromthese examples?sabato 15 giugno 13
Dialoguesabato 15 giugno 13
On different mediasabato 15 giugno 13
Engaging customerssabato 15 giugno 13
How does it work?sabato 15 giugno 13
GoalsChannel strategyContent strategyExecutionExperiencesabato 15 giugno 13
The modelsabato 15 giugno 13
target customerscustomer journeyinteractiontouch-pointchannelcontents, products and servicespricing modelskey processasset...
Experience is builtupon three buildingblockssabato 15 giugno 13
sabato 15 giugno 13
sabato 15 giugno 13
sabato 15 giugno 13
sabato 15 giugno 13
3,668,502 fans on the Official fan pageFrom Fan Page it is possible tofollow catwalks, share themand invite friends to fol...
e-commerceFrom Facebook “Monogram” appit is possible to customise“Speedy” bag, linking to thee-commerce site to buy it and...
TwitterYouTubeTwitter,YouTube and Facebook point otthe mobile app named “Amble” thatdeals with travels and suggests to use...
Official Foursquares pageFor London’s new grand opening LV decided to useFoursquaresAfter 3 check-ins in the store users r...
Upcoming SlideShare
Loading in …5
×

Multichannel marketing: a model

614 views

Published on

Multichannel marketing model to integrate on and off line activities in an unique marketing model

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
614
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
12
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Multichannel marketing: a model

  1. 1. Digital and Multi-Channel Marketing:A (very) short introFabrizio Maria Pinipini@mip.polimi.itsabato 15 giugno 13
  2. 2. Fabrizio Maria PiniHead of Marketing ProgrammesMIP-Politecnico of Milan(Digital marketing, Brand Management, Business Model Innovation)Director of Master in Luxury ManagementMIP-RMS Reims business schoolRCS Media Group; Fiat; Mediaworld; ABB;Vodafone; Ferrari;AcerVisiting Professor: FHV, Dornbirn, Austria; RMS, Reims, France.Background:Marketing Professor -University of SienaInternational Marketing Professor - Catholic University of MilanAdjunct Professor: UCCS, University of ColaradoSenior Consultant on marketing and innovation -Valeocon(Whirlpool, Novartis, Osram, Omron,Tod’s, Piaggio)sabato 15 giugno 13
  3. 3. What is digitalmarketing all about?sabato 15 giugno 13
  4. 4. sabato 15 giugno 13
  5. 5. sabato 15 giugno 13
  6. 6. sabato 15 giugno 13
  7. 7. sabato 15 giugno 13
  8. 8. sabato 15 giugno 13
  9. 9. sabato 15 giugno 13
  10. 10. What do we learn fromthese examples?sabato 15 giugno 13
  11. 11. Dialoguesabato 15 giugno 13
  12. 12. On different mediasabato 15 giugno 13
  13. 13. Engaging customerssabato 15 giugno 13
  14. 14. How does it work?sabato 15 giugno 13
  15. 15. GoalsChannel strategyContent strategyExecutionExperiencesabato 15 giugno 13
  16. 16. The modelsabato 15 giugno 13
  17. 17. target customerscustomer journeyinteractiontouch-pointchannelcontents, products and servicespricing modelskey processassets resources competenciesmake buysabato 15 giugno 13
  18. 18. Experience is builtupon three buildingblockssabato 15 giugno 13
  19. 19. sabato 15 giugno 13
  20. 20. sabato 15 giugno 13
  21. 21. sabato 15 giugno 13
  22. 22. sabato 15 giugno 13
  23. 23. 3,668,502 fans on the Official fan pageFrom Fan Page it is possible tofollow catwalks, share themand invite friends to followthe event through Twittersabato 15 giugno 13
  24. 24. e-commerceFrom Facebook “Monogram” appit is possible to customise“Speedy” bag, linking to thee-commerce site to buy it andshare the experience with friendsFacebooksabato 15 giugno 13
  25. 25. TwitterYouTubeTwitter,YouTube and Facebook point otthe mobile app named “Amble” thatdeals with travels and suggests to usersthe nearest LV shop in all EuropeancapitalsTwitterFacebooksabato 15 giugno 13
  26. 26. Official Foursquares pageFor London’s new grand opening LV decided to useFoursquaresAfter 3 check-ins in the store users receive the“Vuitton Insider” badge that gives access toparticular promotionssabato 15 giugno 13

×