The document provides an overview of digital marketing and discusses rethinking Mediaworld's flyer strategy. It begins with definitions of digital marketing and key concepts. It then outlines issues with Mediaworld's current print flyer approach and proposes creating a new "Flyer 3.0" that is trackable, has a low ecological footprint, is personalized and scalable, promotes both products and services, and closes the gap between online and offline consumers. Students are assigned the project of developing a proposal for Flyer 3.0 through scenario analysis, a project presentation, execution strategy, economics, team, and key performance indicators.

1. HELLO!

2. • 37 y.o. – Capricorn – Nerd - Runner - Snowboarder
But mostly: Digital Marketer
In MEDIAWORLD since 2018, I am the Customer Acquisition Manager
In charge of:
- Digital marketing & traffic acquisition on & off line
- Social Media management
Before this I worked for:
Technogym  Digital Marketing and Lead Generation Manager
The Level Group  Account Manager for Geox
KIKO Make Up  Web Marketing Specialist
GAETANO VANCHERI

3. 3
Expectations ?
(is always matter of expectations…)

5. 5
What the frack is digital marketing?

6. 6
What the frack is digital marketing?
Digital media
planning Social Media
Data Driven MarketingDMP – DSP - SSP
Paid Search
Data Monetization
Affiliation
Programmatic Display
Google Analytics
Adressable TV
SEO
Retargeting Marketing Automation

7. 7
Let’s start with a definition of
digital marketing

8. 8

9. 9
A Digital Marketing definition
Digital Marketing is the application of
- Data
- Technology
- Digital media
Integrated with traditional communication to achieve marketing objectives*
*Digital Marketing – Dave Chaffey, Fiona Ellis Chadwick

10. 1° Party Data
2° Party Data
3° Party Data
- Data from behaviors, actions or interests
demonstrated across your website(s) or app(s)
- Data you have in your CRM
- Subscription data
- Social data
- Is essentially someone else’s first party data.
- You purchase 2nd party data directly from the company that
owns it.
- It all comes from one source. You can feel confident in its
accuracy.
- It comes from large data aggregators that pull it from various
other platforms and websites where it was generated.
- These aggregators pay publishers and other data owners for
their 1st party data.
- You buy it from outside sources that are not the original
collectors of that data.
PREDICT
GAIN INSIGHTS
PERSONALYZE ADV
ENRICH AND
SCALE UP
EXPAND AND GAIN
INSIGHTS

11. Technology enables the use of data to
deliver adv effectively and efficiently
Analytics
Data Management (DMP, DSP,
SSP)
Marketing Automation
Adv Platforms

12. Scott Brinker’s marketing technology
roadmap
Evolution 2011 – 2019
46X growth

13. 13

14. Any message that is
delivered through a digital
mean
Desktop / Mobile / Tablet
But also
Digital TV
DOOH
Voice search
Digital Audio
….

17. 17
Maybe you need a digital marketing
framework?

18. Pull Marketing vs Push Marketing
a strategic approach
Push Pull
Brand centric
Geared towards pushing content to a
predetermined market cluster:
- Fast burn and Episodic campaigns
- Buy media and hope…
- Customer is tuned out
Customer
centric
Geared towards landing the customer
in a specific content:
- Always On
- Media buying led by ROAS and CPC
- Customer is leading the adv
strategy by its behaviour
V
S.

19. 19
We Compete in a very crowded arena
We need to go beyond the traditional concept of «competitor».
pure web players omnichannel other click competitors
Volantino-24

20. PEO FRAMEWORK
Paid
EarnedOwned
Paid
Advertising
Partner
Networks
Own Properties
Paid Placements
Atomization of
conversations
Atomization of
content into ads

21. To Be Known
News feed
TV
Radio
Print
Blog
Magazine
Flyer/e-Flyer
OOH/DOOH
Display HI
To be Purchased
Website
App
Brick & Mortar Store
(staff, display layout,
BTL,…)
Own Media
Couponing
Cashback
To be Fidelized
Fidelity Club
Events
Caring
CRM
To Be Loved
Social
Own Media
BTL
Forum
Magazine
Comments/Reviewes
Original Contents
Buzz
World Of Mouth
Events
To Be Findable
Flyer/e-flyer
Paid Search
SEO
Paid Social
TV
Radio
CRM
Price Comparators
Events
Retargeting
Customer
influence
Feedback
World of Mouth
Product Review
Branded
Content Sharing
Original Content
Creation
Influencers
CUSTOMER JOURNEY
FRAMEWORK

22. MARKETING FUNNEL
FRAMEWORK
Conquering share of
voice in costumers’
decision process by
sharing Brand
Values.
Identify possible
pain points and
specific solutions.
Positioning as
costumers’ problem
solver.
Guarding the
acquired position
by strengheting
the relationship.
• Prospecting
Display
• Generic Paid
Search
• Generic Paid
Search
• E-Flyers
• E-flyers
• Social ADV
• Price
Comparison
• Google
Shopping
• Price
Comparison
• Google
Shopping
• Retargeting
• Brand Paid
Search

23. 23
Starting from the Traffic closer to Conversion, then saturate
back-ward each step of the funnel.
Conquering share of voice
in costumers’ decision
process by sharing Brand
Values.
Identify possible pain
points and specific
solutions.
Positioning as
costumers’ problem
solver.
Guarding the acquired
position by
strengheting the
relationship.
MARKETING FUNNEL FRAMEWORK

26. 26
Don’t forget to track your KPIs !!!

27. • Define a campaign naming convention (same campaign name for all media)
• Define a UTM naming convention (source, medium, name, campaign, keyword,…..)
• Tag everything
FIRST OF ALL
Make sure that you can tie each € in digital marketing spend to a specific
Media/Source/Campaign/Keyword and for a specific time frame

28. THEN MAKE SURE THAT YOU CAN TRACK
EFFICIE
NCY
EFFICA
CY
• CPC/S cost per click/session
• CPA  cost per «action»
• CPL  Cost per Lead
• eCMP  Equivalent cost per 1000
impressions
How efficiently are you spending the
budget in order to minimize the
spending
How effectively are you spending the
budget in order to maximize the results
• ROAS  return on advertising spent
• CLTV  customer life time value
• ROPO effect  research online /
purchase off-line

30. 30
Now it’s YOUR TURN!!!

31. Why don’t you suggest our next move?

32. PROJECT WORK:
FLYER 3.0

33. MEDIAWORLD FLYER AS IS
- Frequency 4/5 Monthly
- Lenght: from 1 to 3 weeks
- Groups about 200 products under a common
promotion (Sconti a fasce/Tasso Zero/Sotto
Costo/Mega Sconti…)
- Printed (door2door, in store), Digital (Website,
App), 3° party apps (PromoQui, StoCard, Tiendeo,
Dove Conviene)
- Number of pages variable 8/16
- Up to 20 Milions of copies for door to door flyers
MAIN SPECS:

34. MEDIAWORLD FLYER AS IS
PRO :
- Can Cover wide geographical areas whitout need of
specific technologies
- It’s a physical object
- It’s multipurpose
- I’ts appealing to off-line consumers
- High Ecological footprint
- High Impact on Marketing Budget (design, print,
distribution)
- Limited life (valid as long as the specific promo)
- High dispersion
- Not personalizable
- Not trackable
CONS:

36. IMPULSIVE / EMOTIVE
APPROACH
RATIONAL APPROACH
BASICUSER(-competences)
ADVANCEDUSER(+
competences)
Q2 - Specialists
Q3 - Tiepid
Q1 - Reliant
Q4 - Thinker

37. • Mostly Females and housewives
• Acceptance of their status. Centrality of home
• Price and promotion are the main purchase drivers
• Technology is little known and perceived as not accessible. Approached with
caution. Basic use. Need of simplicity.
• North Italy, no age definition, whealty.
• Analitycal approach, no risk takers. Mind openess and curiosity.
• Money for value approach: they seek for quality and want to pay the right price
• Interested in technologybut they need to develop expertise. Functional use. They
seek for knowledge
• Young – young adults, mostly males, whealty
• Protagonists, self confidence, personal realization and mind openess
• Demanding and competent in technology. They appreciate an offer aligned with
their needs and values (uniqueness, premiumness, personalization).
• Great value to brands.
• High interest in technology: competent, autonomous, updated
• They seek: innovation and competence but also emotions, pleasure, sharing.
• South Italy, adult – elders, limited resources
• Traditionalists, tied to family and values. Easy to influence, they tend to rely
on who appears to be competente and accoutanble.
• Enjoy shopping, but they also need to save money. They try to conciliate
shopping pleasure with saving necessity  strong attention to promos.
• Courious about tech but no competences. Basic use of technoigies
• Seek for onesty, trust and certainty
Q2 - Specialists
Q3 - Tiepid
Q1 - Reliant
Q4 - Thinker

38. THE TASK:
RE-THINK MEDIAWORLD FLYER
Create a proposal of a 3.0 Flyer that:
- Gives trackable results
- Have a Low Ecological Footprint
- Is Personalizable
- Is Scalable
- Promotes both products and services available
- Is really Omni-channel (Closes the gap between off-line and on-line consumers)
- DO NOT USE DIGITAL MEDIA THAT WE ALREADY COVER: apps (doveconviene,promoqui,…), display,
affilation,….

39. - Scenario Analysis (italian market and
competition)
- Project Presentation (what, why)
- Execution strategy /Roadmap (how, when)
- Economics (revenues / costs)
- Team
- KPIs (how do I measure the success?)
OUTPUT:
DEADLINES
- 16 February -> questions submissions to
gvancheri@mediaworld.it
- 22 March-> pitch submission to
gvancheri@mediaworld.it
- 31 March -> presentation day (20 mins max)
INSTRUCTIONS:
- 4 groups maximum
- Each group will be treatedas an agency
- Every agency will have to pitch its own proposals

40. 40
Good Luck!