Digital Marketing: come generare valore per brand e consumatori di Paola Peretti

1. “DIGITAL MARKETING:
GENERARE VALORE PER
BRAND E CONSUMATORI
”
Confcommercio, 17 Maggio 2012
di PAOLA PERETTI

2. WELCOME TO
THE DIGITAL WORLD
Paola
Pere(
Thanks IED for the template

11. No longer can brands expect to “tell” and
“sell” in their marketing communications and
be as effective as they once were.
To be effective with a digital consumer,
brands must seek to build relationships with
them by creating experiences that make them
WANT to engage your brand.

12. Business 1.0
Internet as
Brochureware

13. Business 2.0
Internet as a
Sales Channel

14. Business 3.0
Engage with
your customer

16. I N I TA L I A O G G I
I Social Network
raggiungono
26.8
26.8 milioni
di utenti.
Total Unique Visitors (MM)
17.8
5.1
94.1%
della popolazione
italiana online
E-mail Instant Social
Messengers Networking
Source: comScore Media Metrix, March 2012

17.  Facebook è più diffuso al Sud che al Centro
 L’audience italiana è prevalentemente maschile
e tra i 35-44 anni
12,742 14,132
MM
MM
donne
uomini
 1/3 dell’audience ha 45+ anni
 L’audience over 55 é cresciuta del 15.1%
Source: comScore Media Metrix, March 2011-March 2012

18. Twitter raggiunge
1 utente su 10@ @ in Italia
 Una visita media a Twitter dura 2.8 minuti (13.1 su Facebook)
 Questa, per le persone con 55+ anni è pressocchè equivalente a quella dei
più giovani (15-24), mentre gli stessi utenti risultano molto meno ingaggiati
su Facebook
 Per gli uomini over 55, la durata della visita media su Twitter è di 3.3 minuti
contro i 2.6 dei più giovani (15-24 anni)
Source: comScore Media Metrix, Italy, March 2012

19. La diffusione degli Smartphone ed il primato in EU5
Source: comScore MobiLens,
© comScore, Inc. Proprietary. 26

24. Role of marketing has changed
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-High Co-Create

25. From one-way messaging to consumers… to developing
a two-way (or more) dialogue with them. !
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-High Co-Create

26. From extending a “look and feel” online to creating
experiences for consumers to engage with. !
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-High Co-Create

27. From addressing consumers as a mass audience, to
leveraging the fact that they are a community.
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-High Co-Create

28. From being passive in our communications to them,
to encouraging interactivity. !
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-high Co-create

29. This mindset shift should be at the heart of every
part of our business and marketing strategy.
Brand Image
(what are you telling me)
vs. Brand Engagement
(how are you involving me)
Messaging Dialogue
Static Dynamic
Promising Delivering
Look and feel Experience
Fantasy Authenticity
Advertising Culture
Audience Community
Consistency Coherence
Image Currency
Passive Interactive
On-high Co-create

30. “Digital Marketing is not about solving a
puzzle. Instead, digital is about building a
‘real’ puzzle out of unique content, so
that at the end, people can formally play
with it”
Paola P.

31. INVESTIMENTI
&
ATTIVITA’
Marke6ng
Digital
Tradizionale
Marke6ng
Sito
Web
Pubblicità
Community
Promozioni
Web
TV
Ufficio
Stampa
Social
Media
31

32. DIGITAL:
WHAT’S
IMPORTANT?
Forte
Orientamento
ai
Social
Media
Integrazione
e
Seguire
un
Valorizzazione
processo
Contenuto
RELAZIONALE
CRESCERE
32

33. The question is: how can we
generate value between brands
and consumers?

34. Il
processo
relazionale
Awareness Engagement Purchase Loyalty Advocacy
PROCESSO
Incrementare la visibilità Date la possibilità agli Costruire dei percorsi
del brand. utenti di interagire con il Garantire la possibilità agli integrati di fidelizzazione. Valorizzare il nuovo ruolo
brand. utenti di confrontare e La fedeltà significa mantenere dei clienti che diventano
Sviluppare awareness
significa essere visibili online Creare engagement significa acquistare online. attivo il dialogo tra brand e brand ambassador.
conversare, partecipare e Gestire e presidiare la vendita clienti in modo continuativo. E Le opinioni/review/post
(motori di ricerca), gestire e
costruire percorsi in grado di all’interno degli e-shop di fare in modo che l’acquisto si positive diventano un asset
monitorare la presenza nelle
principali piattaforme virtuali creare esperienza di proprietà e/o multibrand (siti ripeta e il legame con il brand del brand che rafforza
interazione e contenuto che e-commerce). si rafforzi. immagine ed engagement.
(social network, communities,
blogs, canali video). stimoli dialogo con il brand.

35. approccio
LISTEN
CONNECT
ENGAGE
ADVOCACY

36. LISTEN
CONNECT
ENGAGE
ADVOCACY
Ascoltare
le
persone
Web
Site
S6molare
Valorizzare
il
nuovo
ruolo
dei
Le
loro
conversazioni
CRM
Stupire
consumatori
che
online
diventano
brand
Social
Network
Coinvolgere
ambassador
I
comportamen6
di
ricerca
E-­‐Commerce
Esplorare
Generare
senso
di
appartenenza
Le
modalità
di
Mobile
Incuriosire
interazione
Fidelizzare
Community
……
Il
processo
di
…….
acquisto
NewsleWer
Gli
aWeggiamen6
……
offline
……

37. What does this mean? !
Digital is not a single channel. It is many.
Embrace the fact that consumers are in control.
Create brand experiences, not just impressions.
Create a platform idea and focus each medium in
helping to tell the story.
Tell brand stories that engage and involve
consumers.
Be sure there are no dead ends.

39. So what do I have to take home?
DESIGN FOR DIFFERENT
TYPES OF RELATIONSHIPS

49. !
Common theme: Consumer needs and desires
are at the root of all of the things we’ve talked about
today.
Understanding our consumer allows us to craft
actionable insights from which truly innovative
ideas can come to life.
Trust. And remember it will have an impact on your
business (KPI).

50. And remember that’s just the
beginning…
Social Digital
Commerce Signage
Mobile,
Mobile, Consumer
Mobile… Insights..

51. WHAT’S NEXT?
David
Arcifa
CRM
&
Digital
Communica6on
Specialist
@
Nestlé
Purina

52. “there is a content, shared in a community,
available through an engaging
experience”

53. #1 Content
• Aziende come “media company”
• Consumatori/utenti: “Like” “Share” “Send”
à i BRAND come principali protagonisti della condivisione
online (un marchio è citato nel 60% dei messaggi)

54. #2 Community
• Condivisione
• Entertainment à “Gamification”
à gli UTENTI vogliono essere riconosciuti nella propria
community (es. “Fan del mese”)

55. #3 Experience
• Non credere solo alle promesse
• Dall’online à all’offline à all’online
à le AZIENDE devono aiutare i consumatori a connettersi
dove acquistano e farli acquistare dove si connettono

56. THANKS
“DIGITAL MARKETING: GENERARE
VALORE PER BRAND E
CONSUMATORI”