inbound marketing - fondamenti, ricette e storie d’amore
TRANSCRIPT
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INBOUND MARKETINGFondamenti, ricette e storie d’amoreDESP | Dipartimento di Economia, Società, Politica
DANIEL CASARINFACEBOOK | TWITTER | LINKEDIN | INSTAGRAM | SNAPCHAT
[email protected]+39 345 5755352
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1999 2000 2010
Hours worked 9 / 5 8 / 6+ Whenever
Office 4 Walls Open cubicles iPhone
InternetNone Email & Web
ResearchEverything in the
cloud
Learn about products Tradeshows, Ads, Print Publications,
Sales Reps
Tradeshows & Google
Social Media, Google, Freemium
Buying process Sales Rep in Office & Golf Course
Sales Rep on Phone / Web No Sales Rep
Come sta cambiando la vita del marketer?
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Mobile ubiquity
VS
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Social & Collaborative
VS
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Cloud & Saas
VS
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Cosa significa tutto questo?
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I clienti hanno preso il controllo.
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Nessuno di mattina si sveglia e dice:
“Ho voglia di vedere una pubblicità!”
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Allora perché i marketer quando si svegliano continuano a dire:
“Facciamo pubblicità!”
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I vecchi strumenti e tattiche di marketing non sono più funzionanti
86%Skip TV Ads
91%Unsubscribe from email
44%Of direct email is never opened
20MOn the Do Not
Call List
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Il mondo è cambiato
Il marketing ha bisogno di un cambiamento...
Rapido!
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Come fare marketing che le persone...
Amano?
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Non cercare ancora nuovi clienti
Fatti trovare
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Marketing centric
Customer centric
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Non interrompere le persone mentre consumano
Cerca di diventare quello che le persone consumano
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Il termine Inbound marketing indica una modalità di marketing centrata sull'essere trovati da potenziali clienti (outside-in) in contrasto alla modalità tradizionale, detta
anche outbound marketing (inside-out) che è imperniata su un messaggio direzionato
unicamente verso il cliente.
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E’ semplice(ma non facile)
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Filo
sofia
= W
hyM
etodo = How
Tool set = Playbook
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Tecnologia Metodo Persone
Gli elementi dell’inbound marketing
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Inbound marketing =Contenuto + Contesto
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Blog Interactive Tools
Photo &Infographics
Videos &Podcast
Presentations & eBooks Mobile app ?
Il contenuto? Ecco come creare marketing assets
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Contenuto rilevante
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EC = MCEvery Company is a Media Company
Tom Forenski
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Il contesto?
Visione dei contatti a 360°
Segmentazione delle email
Personalizzazione del website
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Personalizza il contesto
Sono un nuovo utente
Sono un contatto
DownloadeBook »
Download free assessment »
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Inbound marketing =Contenuto + Contesto e...
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Personas
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Definizione delle buyer personas
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Il data-driven marketing
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PRESTO • SPESSO • MEGLIO
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Effettua un analisi dei competitor
Identifica il tuo principale valore che sei
in grado di fornire ai tuoi lettori e influenzatori
Rendi efficace l’investimento di tempo
che i tuoi lettori ti concederanno sul tuo
website
Effettua periodiche ricerche qualitative
con i tuoi clienti(e potenziali)
Non provare a creare contenuto virale
Aumenta il know-how del tuo team
Come creare facilmente contenuto?
1 2 3
4 5 6
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L’importanza di massimizzare il contenuto,quindi… l’importanza dei clienti esistenti
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Socialnetworks?
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Trustnetworks
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Un website responsivo e veloce
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Happy Humans = Happy Google
Happy Google = Better Rankings
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Le tattiche di inbound marketing non devono generare contatti.
Devono generare vendite.
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Cosa c’è alla base?
1. Reciprocità2. Impegno e coerenza3. Riprova sociale/reputazione4. Empatia/simpatia5. Autorità
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Perché funziona?
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Perché funziona?
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Customer journey e inbound marketing. L’importanza della customer experience
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… e dopo?
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Meno amato Più amato
Come puoi aiutarci a trasformare il marketer in un lavoro migliore?
Il venditore di auto TU Il marketer moderno
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“The difference between sales and marketing is that marketing owns the
message and sales owns the relationship.”John Jantsch
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Grazie!Domande?
DANIEL CASARINFACEBOOK | TWITTER | LINKEDIN | INSTAGRAM | SNAPCHAT
[email protected]+39 345 5755352