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Strategie di Digital Marketing

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Aspetti tecnici per la ottimizzazione di un sito web per posizionarsi sui motori di ricerca - Link Building - Differenza tra traffico proveniente dai Social Media e Ricerche organiche

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Strategie di Digital Marketing

  1. 1. Sante J. Achille Search Marketing Consultant diversamente ingegnere Strategie di Digital Marketing per il 2018 Milano, 18 marzo 2018 In occasione di Organizzato da #MilanoDigitalWeek
  2. 2. @sjachille #MilanoDigitalWeek
  3. 3. Gli Argomenti di oggi… • Lo Scenario di riferimento: Trends & Techincal Insights • La Comunicazione Digitale: Esempi di Strategie & Considerazioni • Q&A (All you can eat!) @sjachille #MilanoDigitalWeek
  4. 4. Lo Scenario di Riferimento Trends & Techincal Insights: See the forest while looking at the trees @sjachille #MilanoDigitalWeek
  5. 5. “Marketing has changed from the 20th century model of the 4 Ps (Product, Price, Place and Promotion to the 21st century digital world … expounded by global advertising & marketing firm Ogilvy & Mather as the 4 Es (Experience, Exchange, Everyplace and Evangelism)” @sjachille #MilanoDigitalWeek
  6. 6. @sjachille Tablet MobileDesktop Mobile
  7. 7. I 4 Fattori del Mobile 1. Intrattenimento 2. Tempo Reale 3. Local 4. Shopping @sjachille #MilanoDigitalWeek
  8. 8. @sjachille #MilanoDigitalWeek 71,14%
  9. 9. @sjachille #MilanoDigitalWeek
  10. 10. @sjachille #MilanoDigitalWeek
  11. 11. @sjachille #MilanoDigitalWeek
  12. 12. @sjachille #MilanoDigitalWeek
  13. 13. @sjachille #MilanoDigitalWeek
  14. 14. @sjachille #MilanoDigitalWeek
  15. 15. @sjachille #MilanoDigitalWeek Un Dato statistico… (SERP)
  16. 16. @sjachille #MilanoDigitalWeek
  17. 17. • Mobile First • Scarsa attenzione • Concorrenza aggressiva (e a volte disonesta… ) In Sintesi… @sjachille #MilanoDigitalWeek
  18. 18. @sjachille #MilanoDigitalWeek (Central African Republic)
  19. 19. @sjachille #MilanoDigitalWeek
  20. 20. @sjachille #MilanoDigitalWeek
  21. 21. @sjachille #MilanoDigitalWeek
  22. 22. La Comunicazione Digitale Techincal Insights: Search, Search Advertising & Social Media @sjachille #MilanoDigitalWeek
  23. 23. La Comunicazione Digitale Techincal Insights in ambito Search @sjachille #MilanoDigitalWeek
  24. 24.  Linking Esterno  Citation  Search Advertising  Social Media  META TAGS  Content  Linking Interno  Structured Data  Page Speed  Web Design @sjachille #MilanoDigitalWeek Off Site On Site
  25. 25. @sjachille #MilanoDigitalWeek
  26. 26. @sjachille #MilanoDigitalWeek
  27. 27. La Comunicazione Digitale Techincal Insights in ambito Search: On Site @sjachille #MilanoDigitalWeek
  28. 28. Google Search Console @sjachille #MilanoDigitalWeek
  29. 29. Aspetti Tecnologici @sjachille #MilanoDigitalWeek
  30. 30. Aspetti Tecnologici @sjachille #MilanoDigitalWeek
  31. 31. Aspetti Tecnologici @sjachille #MilanoDigitalWeek <title>NON SUPERIORE A 70 CARATTERI</title> <meta name=“description” content=“NON SUPERIORE A 300 CARATTERI”>
  32. 32. Aspetti Tecnologici @sjachille #MilanoDigitalWeek
  33. 33. @sjachille #MilanoDigitalWeek
  34. 34. Aspetti Tecnologici @sjachille #MilanoDigitalWeek
  35. 35. @sjachille #MilanoDigitalWeek
  36. 36. Aspetti Tecnologici @sjachille #MilanoDigitalWeek
  37. 37. @sjachille #MilanoDigitalWeek
  38. 38. Aspetti Tecnologici @sjachille #MilanoDigitalWeek
  39. 39. Structured Data From a Web of Documents & Data to a Network of Information & Entities @sjachille #MilanoDigitalWeek
  40. 40. Data Values of qualitative or quantitative variables in raw or unorganized form such as alphabets, numbers, or symbols that refer to, or represent, conditions, ideas, or objects
  41. 41. Data Information
  42. 42. Data Information Why do Organizations Process Information? “Reduce Uncertainty” and “Reduce Equivocality”
  43. 43. Data Information Requirements Available Consistent Unambiguous Reliable
  44. 44. Data Information Attributes Properties (person, animal, or thing) Characteristics (dimensions, weight, name, … ) Features (aspect, peculiarities, … ) Location(Continent, Country, City … )
  45. 45. Data Information Entity
  46. 46. Structured Data @sjachille #MilanoDigitalWeek “Information requires contextual definitions which eliminate ambiguity minimize uncertainty”
  47. 47. @sjachille #MilanoDigitalWeek Ambiguity and Uncertainty • Ambiguity • Things which can be interpreted in more than one way • Uncertainty • Reactions to ambiguity which trigger doubt or confusion and may favor inaccurate conclusions or decisions
  48. 48. @sjachille #MilanoDigitalWeek
  49. 49. @sjachille #MilanoDigitalWeek
  50. 50. @sjachille #MilanoDigitalWeek Ambiguity and Uncertainty •“The Old Lady” •A famous Italian Football Club (Juventus) •My Mother •My Wife
  51. 51. @sjachille #MilanoDigitalWeek Ambiguity and Uncertainty • Florence • Places (Florence Nova Scotia, Florence Alabama, Florence Arizona, etc.) • People, Fictional characters, other “things” • My Mother • My Wife • A Friend
  52. 52. La Comunicazione Digitale Techincal Insights in ambito Search: Off Site @sjachille #MilanoDigitalWeek
  53. 53. @sjachille #MilanoDigitalWeek
  54. 54. @sjachille #MilanoDigitalWeek Reputazione & Autorevolezza Autorevolezza Reputazione
  55. 55. @sjachille #MilanoDigitalWeek
  56. 56. @sjachille #MilanoDigitalWeek
  57. 57. @sjachille #MilanoDigitalWeek
  58. 58. @sjachille #MilanoDigitalWeek
  59. 59. @sjachille #MilanoDigitalWeek
  60. 60. @sjachille #MilanoDigitalWeek
  61. 61. @sjachille #MilanoDigitalWeek
  62. 62. @sjachille #MilanoDigitalWeek
  63. 63. La Comunicazione Digitale Techincal Insights in ambito Search Advertising @sjachille #MilanoDigitalWeek
  64. 64. @sjachille #MilanoDigitalWeek Search Advertising
  65. 65. @sjachille #MilanoDigitalWeek Adwords in sintesi…
  66. 66. La Comunicazione Digitale Techincal Insights in ambito Social Media @sjachille #MilanoDigitalWeek
  67. 67. @sjachille #MilanoDigitalWeek Voice & Sentiment…
  68. 68. @sjachille #MilanoDigitalWeek
  69. 69. Problem Solution Credibility Affordability Transaction Alarm Mistique Lust Power Prestige Vice Trust
  70. 70. @sjachille #MilanoDigitalWeek
  71. 71. La Comunicazione Digitale Esempi di Strategie & Considerazioni @sjachille #MilanoDigitalWeek
  72. 72. Strategie: Il Caso Roland @sjachille #MilanoDigitalWeek
  73. 73. @sjachille #MilanoDigitalWeek
  74. 74. @sjachille #MilanoDigitalWeek
  75. 75. @sjachille #MilanoDigitalWeek
  76. 76. @sjachille #MilanoDigitalWeek
  77. 77. @sjachille #MilanoDigitalWeek
  78. 78. @sjachille #MilanoDigitalWeek
  79. 79. @sjachille #MilanoDigitalWeek
  80. 80. @sjachille #MilanoDigitalWeek
  81. 81. @sjachille #MilanoDigitalWeek
  82. 82. @sjachille #MilanoDigitalWeek Description of “Extreme Hardship”
  83. 83. Search & Social Media Le Differenze di approccio degli utenti - esempi di comportamento @sjachille #MilanoDigitalWeek
  84. 84. @sjachille #MilanoDigitalWeek
  85. 85. @sjachille #MilanoDigitalWeek
  86. 86. @sjachille #MilanoDigitalWeek
  87. 87. @sjachille #MilanoDigitalWeek Search
  88. 88. @sjachille #MilanoDigitalWeek Search
  89. 89. @sjachille #MilanoDigitalWeek Search
  90. 90. Problem Solution Credibility Affordability Transaction Alarm Mistique Lust Power Prestige Vice Trust
  91. 91. Problem Solution Credibility Affordability Transaction Alarm Mistique Lust Power Prestige Vice Trust
  92. 92. @sjachille #MilanoDigitalWeek
  93. 93. @sjachille #MilanoDigitalWeek
  94. 94. @sjachille #MilanoDigitalWeek Il bisogno/volontà di soddisfare una necessità/desiderio Atteggiamento distratto, preso da “altro” e dagli altri con cui sta interagendo
  95. 95. @sjachille #MilanoDigitalWeek
  96. 96. Sante J. Achille http://achille.name/ • SEO & Search Marketing Specialist • Has analysed and optimized corporate and small business websites of all sizes and types in 21 years of professional SEO activity • His motto: Why Be Normal? https://www.google.com/search?q=sante+j.+achille @sjachille Email: Sante@achille.name Il CV di Sante About Sante …

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