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Fenomenologia del Marketing Non Convenzionale

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Presentazione in power point per una tesi di laurea in scienze della comunicazione, su "Fenomenologia del marketing non convenzionale". Breve introduzione sulla decadenza della pubblicità tradizionale, analisi dei consumatori post-moderni, le 4P del marketing non convenzionale, Viral Marketing, Guerrilla, Product Placement, limiti del marketing non convenzionale e prospettevi di promozione futura per le nuove generazioni.

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Fenomenologia del Marketing Non Convenzionale

  1. 1. Fenomenologia del marketing non convenzionale Presentazione Tesi di laurea di: Taborelli Luca Scienze della comunicazione Anno accademico 2006/2007 www.monokoma.blogspot.com www.nuovomarketing.altervista.org
  2. 2. <ul><li>Pubblicità Tradizionale </li></ul><ul><li>Banale </li></ul><ul><li>Fastidiosa </li></ul><ul><li>“Ingannevole” </li></ul><ul><li>Troppa </li></ul><ul><li>Viene ignorata </li></ul><ul><li>Costosa </li></ul>
  3. 3. <ul><li>Pubblicità Tradizionale </li></ul><ul><li>Diffusa a pagamento </li></ul><ul><li>Sfrutta la continua ripetizione </li></ul><ul><li>L’ampia diffusione (indotta) non garantisce l’efficacia </li></ul><ul><li>Quante volte è stata ignorata? </li></ul>
  4. 4. <ul><li>Consumatori </li></ul><ul><li>Assuefatti dalla pubblicità classica </li></ul><ul><li>Influenzati dalle amicizie </li></ul><ul><li>Neo-tribalismo </li></ul><ul><li>Soltanto i prodotti accettati dalla rispettiva tribù possono essere posseduti </li></ul>
  5. 5. <ul><li>Pubblicità Tradizionale </li></ul><ul><li>Ha perso l’equilibrio fra costi ed efficacia </li></ul><ul><li>Spesa > attenzione </li></ul><ul><li>Pubblicità non Convenzionale? </li></ul><ul><li>Ritrovare equilibrio </li></ul><ul><li>Nuovi metodi </li></ul><ul><li>Diffusione economica </li></ul><ul><li>Interessare il pubblico </li></ul><ul><li>Dimostrare la qualità </li></ul>
  6. 6. Passaparola Peculiarità Punto d’interesse Praticità I principi del marketing non convenzionale Per diffondere il messaggio Per attirare l’attenzione Per mantenere la giusta attenzione Per dimostrare la qualità del prodotto
  7. 7. Viral Marketing <ul><li>Pubblicità contagiosa </li></ul><ul><li>Stimola il passaparola </li></ul><ul><li>Attraverso internet e cellulari </li></ul><ul><li>Diffusa per qualità </li></ul><ul><li>Diffusa senza spese economiche </li></ul>
  8. 8. Tipologie di Viral Marketing Viral Video Viral Website Social Network Alternative Reality Game
  9. 9. Guerrilla Marketing <ul><li>Combattimento non convenzionale </li></ul><ul><li>Pochi bersagli strategici </li></ul><ul><li>Sorprende il nemico con attacchi insoliti </li></ul><ul><li>Pubblicità urbana che spezza la routine dei cittadini </li></ul><ul><li>Mostra il prodotto in situazioni concrete e peculiari </li></ul>
  10. 10. Tipologie di Guerrilla Marketing Guerrilla Ambient Street Art Inspired
  11. 11. Product Placement <ul><li>All’interno del punto d’interesse </li></ul><ul><li>Non crea interruzioni </li></ul><ul><li>Sfrutta il coinvolgimento emotivo </li></ul><ul><li>Mostra il prodotto in un contesto gradito </li></ul><ul><li>Pubblicità recepita come intrattenimento, informazione o moda </li></ul>
  12. 12. Passive Entertainment Interactive Entertainment Opinion Leader Tipologie di Product Placement
  13. 13. <ul><li>Marketing Non Convenzionale </li></ul><ul><li>Viral, Guerrilla, Product Placement </li></ul><ul><li>Risposta all’evoluzione del mercato </li></ul><ul><li>Quando le vecchie strategie perdono equilibrio, se ne trovano di migliori </li></ul><ul><li>Efficace sul pubblico attuale </li></ul><ul><li>Ma in futuro? </li></ul>
  14. 14. <ul><li>Marketing non convenzionale </li></ul><ul><li>Strumento di propaganda commerciale </li></ul><ul><li>Sarà presto abusato </li></ul><ul><li>Diventerà banale </li></ul><ul><li>Aumenteranno i costi </li></ul><ul><li>Per quanto tempo manterrà il suo equilibrio? </li></ul><ul><li>Come reagiranno le future generazioni? </li></ul>
  15. 15. <ul><li>Prospettive future </li></ul><ul><li>Nuove generazioni sempre più legate alla tecnologia </li></ul><ul><li>Internet sarà il principale mezzo di comunicazione, intrattenimento ed informazione </li></ul><ul><li>Immensa scelta di prodotti nella “ coda lunga ” del commercio elettronico </li></ul><ul><li>Il pubblico sarà diviso secondo la capacità di sfruttare la tecnologia in modo attivo o passivo </li></ul>
  16. 16. <ul><li>Pubblico Attivo </li></ul><ul><li>Domina la comunicazione </li></ul><ul><li>Estende le proprie conoscenze </li></ul><ul><li>Sviluppa una propria identità </li></ul><ul><li>Gusti di nicchia </li></ul><ul><li>Pretende prodotti esclusivi </li></ul><ul><li>Si unisce in social network </li></ul><ul><li>Collabora per scopi comuni </li></ul><ul><li>Promozione Attiva </li></ul><ul><li>Pubblico promuove i propri bisogni </li></ul><ul><li>Promozione verso le aziende </li></ul><ul><li>Pubblicità per indurre alla produzione, non al consumo </li></ul>
  17. 17. <ul><li>Pubblico Passivo </li></ul><ul><li>Dominato dalla comunicazione </li></ul><ul><li>Confuso dalla vasta scelta </li></ul><ul><li>Segue le maggiori tendenze </li></ul><ul><li>Non ha preferenze precise </li></ul><ul><li>Ha bisogno di identità </li></ul><ul><li>Ha bisogno di essere consigliato </li></ul><ul><li>Promozione Passiva </li></ul><ul><li>Promozione di modelli di vita </li></ul><ul><li>Consigli commerciali attraverso le future “case intelligenti” </li></ul><ul><li>Favorisce la spesa automatizzata </li></ul>
  18. 18. <ul><li>Pubblicità non convenzionale? </li></ul><ul><li>Concetto in continua evoluzione </li></ul><ul><li>Non può avere un modello stabile </li></ul><ul><li>Comunicatori non convenzionali </li></ul><ul><li>L’importante è la relazione fra consumatori e produttori </li></ul><ul><li>Capacità di intuire i cambiamenti del mercato e dei relativi rapporti sociali </li></ul><ul><li>Comunicatori non convenzionali > Marketing non convenzionale </li></ul>
  19. 19. www.monokoma.blogspot.com www.nuovomarketing.altervista.org

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