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1@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
OPENKNOWLEDGE SRL
www.open-knowledge.it
+39 02.5810.7211
Multi-personality
Marketing:
Digital Transformation
needs flexibility
Mauro Lupi
@maurolupi www.MauroLupi.com 2 Luglio 2014
2@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
Il ruolo del Marketing
cambia e aumenta di
importanza
3@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
IL RUOLO DEL MARKETING CAMBIA E AUMENTA DI IMPORTANZA
Corporate Strategy
relevance
Marketing
drives Digital
Transformation
Total %
4@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
IL CAMBIAMENTO È IL SOFT SKILL PIÙ IMPORANTE PER I MARKETERS
How important would you say the following softer skills or behaviours are to being an effective marketer
in the modern digital world?
Econsultancy, Top 100 Digital Agencies Report, June 2014
5@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
LA TECNOLOGIA È SEMPRE PIÙ GESTITA DAL MARKETING
81% of big firms ($500 million in annual revenue) now have a Chief Marketing Technologist
SOURCE: Gartner (January 2014)
6@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
PERCHÉ IL MARKETING È CENTRALE NELLE MODERNE ORGANIZZAZIONI
La relazione con i
clienti è centrale
Gestione
dell’esperienza
lungo il customer
journey multicanale
Importanza della
produzione di
contenuti
Piattaforme tecnologiche,
Cloud, Dati
La collaborazione interna
coinvolge il marketing
7@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
Multi-Marketing
What happens OUTSIDE the company
What’s the meaning INSIDE the company
8@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
MULTI-MARKETING
Multi-Department
Multi-Competence
Multi-Platform
Multi-Data
Multi-PersonalityMulti-Format
Multi-Content
Multi-Touchpoint
Multi-Device
Multi-Channel
What happens OUTSIDE the Company What’s the meaning INSIDE the Company
Multi-Personality
9@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
HUB PLATFORMMulti-channel
Innovation
(internal/external)
Collaboration:
employees, clients,
partners
MULTI-PERSONALITY MARKETING
10@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
MEDIA CURATOR
Content Marketing
Branded Content
Native Advertising
MULTI-PERSONALITY MARKETING
11@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
HUMAN FRIEND
Listening
Storytelling
Conversation
Social support
MULTI-PERSONALITY MARKETING
12@MauroLupi : Multi-personality Marketing @SocialBizForum 2014@MauroLupi : Social Customer Strategy that works: Multi-personality Marketing @SocialBizForum 2014
JESTER PARTY ORGANIZER
Entertainment,
Games
Communities,
Events 2.0,
Digital PR
MULTI-PERSONALITY MARKETING
13@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
MULTI-PERSONALITY MARKETING
SHOP PERSONAL SHOPPER
E-commerce
Infocommerce/ROPO
Social Commerce
Everywhere-shop
14@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
RADAR WIZARD
Data analyzer,
Personalization
Listening,
Analyze social
profiles
MULTI-PERSONALITY MARKETING
15@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
INVENTOR STARTUP
Innovation
(continuously)
Idea management
Cocreation
Relation w/Startups
MULTI-PERSONALITY MARKETING
16@MauroLupi : Multi-personality Marketing @SocialBizForum 2014
Thank You!
Web: www.open-knolwedge.it
Blog: blog.open-knowledge.it
Twitter: @openknow
Contact: talk@open-knowledge.it
OPENKNOWLEDGE SRL
20123 Milan - Via De Amicis, 53
Mauro Lupi
@maurolupi www.maurolupi.com

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Multi-personality Marketing: Digital Transformation needs flexibility #SBF14

  • 1. 1@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 OPENKNOWLEDGE SRL www.open-knowledge.it +39 02.5810.7211 Multi-personality Marketing: Digital Transformation needs flexibility Mauro Lupi @maurolupi www.MauroLupi.com 2 Luglio 2014
  • 2. 2@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 Il ruolo del Marketing cambia e aumenta di importanza
  • 3. 3@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 IL RUOLO DEL MARKETING CAMBIA E AUMENTA DI IMPORTANZA Corporate Strategy relevance Marketing drives Digital Transformation Total %
  • 4. 4@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 IL CAMBIAMENTO È IL SOFT SKILL PIÙ IMPORANTE PER I MARKETERS How important would you say the following softer skills or behaviours are to being an effective marketer in the modern digital world? Econsultancy, Top 100 Digital Agencies Report, June 2014
  • 5. 5@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 LA TECNOLOGIA È SEMPRE PIÙ GESTITA DAL MARKETING 81% of big firms ($500 million in annual revenue) now have a Chief Marketing Technologist SOURCE: Gartner (January 2014)
  • 6. 6@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 PERCHÉ IL MARKETING È CENTRALE NELLE MODERNE ORGANIZZAZIONI La relazione con i clienti è centrale Gestione dell’esperienza lungo il customer journey multicanale Importanza della produzione di contenuti Piattaforme tecnologiche, Cloud, Dati La collaborazione interna coinvolge il marketing
  • 7. 7@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 Multi-Marketing What happens OUTSIDE the company What’s the meaning INSIDE the company
  • 8. 8@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 MULTI-MARKETING Multi-Department Multi-Competence Multi-Platform Multi-Data Multi-PersonalityMulti-Format Multi-Content Multi-Touchpoint Multi-Device Multi-Channel What happens OUTSIDE the Company What’s the meaning INSIDE the Company Multi-Personality
  • 9. 9@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 HUB PLATFORMMulti-channel Innovation (internal/external) Collaboration: employees, clients, partners MULTI-PERSONALITY MARKETING
  • 10. 10@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 MEDIA CURATOR Content Marketing Branded Content Native Advertising MULTI-PERSONALITY MARKETING
  • 11. 11@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 HUMAN FRIEND Listening Storytelling Conversation Social support MULTI-PERSONALITY MARKETING
  • 12. 12@MauroLupi : Multi-personality Marketing @SocialBizForum 2014@MauroLupi : Social Customer Strategy that works: Multi-personality Marketing @SocialBizForum 2014 JESTER PARTY ORGANIZER Entertainment, Games Communities, Events 2.0, Digital PR MULTI-PERSONALITY MARKETING
  • 13. 13@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 MULTI-PERSONALITY MARKETING SHOP PERSONAL SHOPPER E-commerce Infocommerce/ROPO Social Commerce Everywhere-shop
  • 14. 14@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 RADAR WIZARD Data analyzer, Personalization Listening, Analyze social profiles MULTI-PERSONALITY MARKETING
  • 15. 15@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 INVENTOR STARTUP Innovation (continuously) Idea management Cocreation Relation w/Startups MULTI-PERSONALITY MARKETING
  • 16. 16@MauroLupi : Multi-personality Marketing @SocialBizForum 2014 Thank You! Web: www.open-knolwedge.it Blog: blog.open-knowledge.it Twitter: @openknow Contact: talk@open-knowledge.it OPENKNOWLEDGE SRL 20123 Milan - Via De Amicis, 53 Mauro Lupi @maurolupi www.maurolupi.com

Editor's Notes

  1. Il ruolo del Marketing cambia, aumenta di importanza e guida i processi di Digital Transformation. Serve però un marketing agile, moderno, versatile, che noi definiamo «multi-marketing», capace di esprimere differenti personalità in funzione degli obiettivi di business
  2. I feel more secure about my grasp f skills needed