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Il marketing digitale e le piccole e medie imprese

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Intervento di Giorgio Soffiato a #idcamp - Todi su PMI e Marketing Digitale

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Il marketing digitale e le piccole e medie imprese

  1. 1. #IDCAMP - Todi Digital Marketing per le PMI: Il futuro può aiutare il territorio? Giorgio Soffiato 28 settembre 2014
  2. 2. Motore o Zavorra del paese?
  3. 3. IDCAMP 28 settembre 2014 Motore o Zavorra del paese? ! La chiacchierata di oggi è figlia di un credo, l’idea che il nostro paese possa giocare un ruolo importante, internazionale e durevole nell’economia dell’eccellenza. ! ! ! ! ! http://www.lafabbricalenta.com/it/identity/25.html
  4. 4. Di cosa ci riempiamo la bocca?
  5. 5. IDCAMP 28 settembre 2014 Di cosa ci riempiamo la bocca? ! Big Data ! ! Stampa 3D ! ! APP ! ! Waerable Technology ! Internet Of Things ! ! Startup !
  6. 6. IDCAMP 28 settembre 2014 Di cosa ci riempiamo la bocca? ! Due esempi: ! ! ! ! ! http://www.justyo.co/ http://bt.tn/
  7. 7. IDCAMP 28 settembre 2014 Cosa possono fare YO e bt.tn per le imprese?
  8. 8. Cosa chiedono le PMI?
  9. 9. IDCAMP 28 settembre 2014 Cosa chiedono le PMI? ! Scenari tipici: ! “La fiera non rende più, dobbiamo spostare tutti i nostri investimenti su Facebook!” ! ! ! “Vogliamo innovare il nostro prodotto e conoscere meglio il nostro consumatore!” ! ! ! “Vogliamo vendere in russia! Vogliamo aprire un e-commerce!” ! !
  10. 10. IDCAMP 28 settembre 2014 Cosa chiedono le PMI? ! Scenari tipici: ! “La fiera non rende più, dobbiamo spostare tutti i nostri investimenti su Facebook!” ! ! ! “Vogliamo innovare il nostro prodotto e conoscere meglio il nostro consumatore!” ! ! ! “Vogliamo vendere in russia! Vogliamo aprire un e-commerce!” ! ! Comunicare Innovare Vendere
  11. 11. IDCAMP 28 settembre 2014 Cosa chiedono le PMI? ! Spesso a rispondere sono soggetti diversi, che “indirizzano” la strategia: ! ! ! ! ! Informatico Vs Ufficio Stampa Vs Markettaro
  12. 12. IDCAMP 28 settembre 2014 ! Gli strumenti proposti sono a volte anche interessanti: Comunicare Innovare Vendere ! - Sito Web - Social Network - Blog - Newsletter ! ! - Bootcamp - Hackaton - Workshop tematici ! ! ! - SEO - SEM - E-commerce - Direct Mktg ! ! Cosa chiedono le PMI?
  13. 13. IDCAMP 28 settembre 2014 Newsletter DEM PPC E-Commerce Social Network SEO Blog Digital PR Remarketing Retargeting App Comunicare Vendere
  14. 14. IDCAMP 28 settembre 2014 Cosa chiedono le PMI? - Cosa possiamo dare loro? ! Reach ! Lead in Target
  15. 15. IDCAMP 28 settembre 2014 Si avverte però l’assenza di una strategia
  16. 16. Le aziende di domani
  17. 17. IDCAMP 28 settembre 2014 Le aziende di domani - Saito Wood http://www.saito-wood.com/ Saito Wood is not just about business. I like the fact that we have workshop and we are making something
  18. 18. IDCAMP 28 settembre 2014 Le aziende di domani - Stanley & Sons http://apronandbag.com/ Not because they are cool but because they are tried and true
  19. 19. IDCAMP 28 settembre 2014 Le aziende di domani - Royal Press Malaysia http://apronandbag.com/ Here visitors can view 150.000 letter blocks in four different languages
  20. 20. IDCAMP 28 settembre 2014 Le aziende di domani - Grossmith London http://www.grossmithlondon.com/ We are not racing ahead to have a turnover of a million pounds by tomorrow. We will have that but in our own time.
  21. 21. IDCAMP 28 settembre 2014 Le aziende di domani - Merchants On Long http://www.merchantsonlong.com/ The most rewarding part of running your own business is being able to affect chang in something - however small
  22. 22. IDCAMP 28 settembre 2014 Le aziende di domani - Muro.exe http://eu.muroexe.com/ Everything will cost more time, effort and money that you’ve planned for. But the rewards are worth it
  23. 23. IDCAMP 28 settembre 2014 Le aziende di domani - Ello https://ello.co/beta-public-profiles
  24. 24. IDCAMP 28 settembre 2014 Le aziende di domani - OnePlusOne http://oneplus.net/it
  25. 25. IDCAMP 28 settembre 2014 Le aziende di domani - Andrei Perugia / Vivace Perugia http://www.vivaceperugia.it/index.php http://www.andreishop.it/
  26. 26. IDCAMP 28 settembre 2014 Le aziende di domani: cosa hanno in comune? ! ! • Non vendono prodotti, vendono storie (che novità..) • Vendono anche persone (il fondatore, il nonno, il nipote) • Vendono ricerca e conoscenza • Vendono un modo di vedere le cose, prendono una posizione • Si rivolgono a segmenti di mercato molto piccoli ma internazionali, quindi abbastanza grandi da essere considerati sostenibili • Ibridano l’offerta al servizio di un credo • spostano sull’utente la strategia di comunicazione, condividendo valore con lo stesso (chi “guadagna brand awareness” quando mi invita a Ello e OpO?) ! Forse questo dovrebbe anche essere l’atteggiamento dei marketer !
  27. 27. Un processo da ripensare
  28. 28. IDCAMP 28 settembre 2014 una strategia, dicevamo..
  29. 29. IDCAMP 28 settembre 2014 Un processo da ripensare ! Chi lavora con le aziende deve ripensare il proprio ruolo alla luce di un processo di accompagnamento ormai imprescindibile: Prodotto Distribuzione Comunicare Innovare Vendere
  30. 30. IDCAMP 28 settembre 2014 Un processo da ripensare ! Come cambia la web strategy? ! • Delinea un obiettivo • Definisci il target • Alloca il budget • Scegli gli strumenti Sito Web Seo Sem Social Altro ! ..ma anche.. • Promuovi il co-design • Impara a memoria i KPI • Testa nuove strade • Parla con le persone • Studia i competitor • Non banalizzare l’off line • Valorizza le relazioni • Passa dalla web analytics alla business intelligence
  31. 31. IDCAMP 28 settembre 2014 Un processo da ripensare - Da “quanto rende”? http://blog.mailup.it/2013/11/quanto-rende-1e-investito-email-marketing/
  32. 32. IDCAMP 28 settembre 2014 Un processo da ripensare - A “quanto rende per me”?
  33. 33. Conclusioni
  34. 34. IDCAMP 28 settembre 2014 Conclusioni - Il futuro può aiutare il territorio? ! Si, se gli strumenti saranno contestualizzati all’interno di processi di innovazione misurabili e non un semplice “cavalcare mode” ! ! Si, se alla tecnologia sarà riservato il giusto ruolo, di sicuro non unico o centrale rispetto all’offerta al mercato ! ! Si, se ognuno di noi, impegnato a lavorare con le imprese, sposerà un processo di lungo periodo anziché piazzare un servizio digitale in modalità “vendi e scappa” !
  35. 35. IDCAMP 28 settembre 2014 ! Non possiamo permetterci imprese al servizio del futuro. Dobbiamo lavorare per un futuro al servizio delle imprese
  36. 36. Grazie! @giorgiosoff

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