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“DIGITAL MARKETING: GENERARE VALORE PER BRAND E CONSUMATORI
” di PAOLA PERETTI
Confcommercio, 17 Maggio 2012
WELCOME TO THE DIGITAL WORLD
Paola Pere(
Thanks IED for the template
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.
Internet as Brochureware
Business 1.0
Internet as a Sales Channel
Business 2.0
Engage with
your customer
Business 3.0
I Social Network raggiungono
26.8 milioni di utenti.
94.1% della popolazione italiana online
Tota
l Uni
que
Vis
itors
(MM
)
Source: comScore Media Metrix, March 2012
I N I TA L I A O G G I
17.8
5.1
26.8
E-mail Instant Messengers
Social Networking
14,132 12,742
MM uomini
Source: comScore Media Metrix, March 2011-March 2012
Facebook è più diffuso al Sud che al Centro
L’audience italiana è prevalentemente maschile
e tra i 35-44 anni
1/3 dell’audience ha 45+ anni
L’audience over 55 é cresciuta del 15.1%
MM donne
@ @ Twitter raggiunge
utente su 10 in Italia 1
Source: comScore Media Metrix, Italy, March 2012
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)
26 © comScore, Inc. Proprietary.
La diffusione degli Smartphone ed il primato in EU5
Source: comScore MobiLens, EU5 and US, 3 mon. avg. ending Oct 2011
Brand Image (what are you telling me)
Brand Engagement (how are you involving me)
Messaging Static
Promising Look and feel
Fantasy Advertising
Audience Consistency
Image Passive On-High
Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-Create
vs. Role of marketing has changed
Brand Image (what are you telling me)
Brand Engagement (how are you involving me)
Messaging Static
Promising Look and feel
Fantasy Advertising
Audience Consistency
Image Passive On-High
Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-Create
vs.
From one-way messaging to consumers… to developing a two-way (or more) dialogue with them. !
Brand Image (what are you telling me)
Brand Engagement (how are you involving me)
Messaging Static
Promising Look and feel
Fantasy Advertising
Audience Consistency
Image Passive On-High
Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-Create
vs.
From extending a “look and feel” online to creating experiences for consumers to engage with. !
Brand Image (what are you telling me)
Brand Engagement (how are you involving me)
Messaging Static
Promising Look and feel
Fantasy Advertising Audience
Consistency Image
Passive On-High
Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-Create
vs.
From addressing consumers as a mass audience, to leveraging the fact that they are a community.
Brand Image (what are you telling me)
Brand Engagement (how are you involving me)
Messaging Static
Promising Look and feel
Fantasy Advertising Audience
Consistency Image
Passive On-high
Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-create
vs.
From being passive in our communications to them, to encouraging interactivity. !
Brand Image (what are you telling me)
Brand Engagement (how are you involving me)
vs.
This mindset shift should be at the heart of every part of our business and marketing strategy.
Messaging Static
Promising Look and feel
Fantasy Advertising Audience
Consistency Image
Passive On-high
Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-create
“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 Tradizionale
Digital Marke6ng
Social Media
Web TV
Community
Sito Web
Ufficio Stampa
Promozioni
Pubblicità
32
DIGITAL: WHAT’S IMPORTANT?
CRESCERE
Integrazione e Valorizzazione Contenuto
Forte Orientamento
ai Social Media
Seguire un processo
RELAZIONALE
The question is: how can we generate value between brands and consumers?
Il processo relazionale
Advocacy Loyalty Purchase Engagement Awareness
Incrementare la visibilità del brand. Sviluppare awareness significa essere visibili online (motori di ricerca), gestire e monitorare la presenza nelle principali piattaforme virtuali (social network, communities, blogs, canali video).
Date la possibilità agli utenti di interagire con il brand. Creare engagement significa conversare, partecipare e costruire percorsi in grado di creare esperienza di interazione e contenuto che stimoli dialogo con il brand.
Garantire la possibilità agli utenti di confrontare e acquistare online. Gestire e presidiare la vendita all’interno degli e-shop di proprietà e/o multibrand (siti e-commerce).
Costruire dei percorsi integrati di fidelizzazione. La fedeltà significa mantenere attivo il dialogo tra brand e clienti in modo continuativo. E fare in modo che l’acquisto si ripeta e il legame con il brand si rafforzi.
Valorizzare il nuovo ruolo dei clienti che diventano brand ambassador. Le opinioni/review/post positive diventano un asset del brand che rafforza immagine ed engagement.
PR
OC
ESSO
LISTEN CONNECT ENGAGE ADVOCACY
approccio
Ascoltare le persone Le loro conversazioni online I comportamen6 di ricerca Le modalità di interazione Il processo di acquisto Gli aWeggiamen6 offline ……
LISTEN CONNECT ENGAGE ADVOCACY
Web Site CRM Social Network E-‐Commerce Mobile Community NewsleWer ……
S6molare Stupire Coinvolgere Esplorare Incuriosire ……
Valorizzare il nuovo ruolo dei consumatori che diventano brand ambassador Generare senso di appartenenza Fidelizzare …….
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.
So what do I have to take home?
DESIGN FOR DIFFERENT TYPES OF RELATIONSHIPS
!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).
And remember that’s just the beginning…
Social Commerce
Mobile, Mobile, Mobile…
Consumer Insights..
Digital Signage
WHAT’S NEXT?
David Arcifa CRM & Digital Communica6on Specialist @ Nestlé Purina
“there is a content, shared in a community, available through an engaging
experience”
#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)
#2 Community
• Condivisione • Entertainment à “Gamification”
à gli UTENTI vogliono essere riconosciuti nella propria community (es. “Fan del mese”)
#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
“DIGITAL MARKETING: GENERARE VALORE PER BRAND E
CONSUMATORI”
THANKS
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