Module 7/13 of a series of slides I wrote down in order to introduce a small class of post-graduate students to e-Business and e-marketing, at "Gestioni & Management" Business School in Rome. My goal was NOT just to discuss or introduce the Internet, the Web or the basic concepts online user experience and online advertising. Instead, I focused on the idea that e-marketing management is more and more a relevant aspect of "plain and simple" marketing management and I tried to give future marketing managers some methodological tool in order to address e-marketing projects in a "right", formal and structured way.

1. Web e mobile marketing
Brand experience, promotion e
customer conversation
Modulo 7
Brand Experience
Salvatore Larosa
Roma, sede GeMa, 11 settembre 2008
Download site http://www.slideshare.net/salvatorelarosa
@ 2008 Salvatore Larosa - Creative Commons Attribution
Noncommercial-Share Alike 2.5 Italy License

2. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Cosa significa marketing su Web?
Price
Product
Promotion
Place
Brand
Experience
Media,
Brand
Device
experience
Target Conversation
Creative Commons Attribution
4
Noncommercial-Share Alike 2.5 Italy License

3. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Brand experience
www.innocentdrinks.co.uk
Cosa producono?
Qual è la loro value proposition?
Perché sono Innocent?
Indicare al volo tre aggettivi che caratterizzano l’azienda
...Come comunicano?
... Che strumenti adottano?
Creative Commons Attribution
5
Noncommercial-Share Alike 2.5 Italy License

4. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Innocent
Creative Commons Attribution
6
Noncommercial-Share Alike 2.5 Italy License

5. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Innocent - prodotti
Creative Commons Attribution
7
Noncommercial-Share Alike 2.5 Italy License

6. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Creative Commons Attribution
8
Noncommercial-Share Alike 2.5 Italy License

7. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Creative Commons Attribution
9
Noncommercial-Share Alike 2.5 Italy License

8. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Creative Commons Attribution
10
Noncommercial-Share Alike 2.5 Italy License

9. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Creative Commons Attribution
11
Noncommercial-Share Alike 2.5 Italy License

10. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Creative Commons Attribution
12
Noncommercial-Share Alike 2.5 Italy License

11. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
...One last thing...
... Come facciamo a far tornare un prospect al nostro sito di
ecommerce?
(...ma deve proprio tornare al nostro sito di e-commerce?)
Creative Commons Attribution
13
Noncommercial-Share Alike 2.5 Italy License