presentazione standard di powerpoint of revlon once observed: “in the factory we make cosmetics;...

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Digital Marketing intro

A.A. 2017

Digital MarketingDott. Luigi Greco

Lesson 1 : day plan

▪ About the course /About me and about you▪ Intro test ▪ Coffee Break ▪ Intro to digital marketing ▪ Coffee break ▪ Mobile marketing

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About the course

Fashion brands need digital marketing strategies to build awareness, reputation and to generate leads and sales online. The internet is providing new opportunities for brands to define new types of interactions between companies and consumers.

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About me

▪ I’m an entrepreneur and consultant and I had the chance to launch several businesses in creative services, digital transformation and mobile. I’m now leading Conflux: a user experience research and design consulting firm with a focus on UX.

▪ I’m expert in combining sophisticated digital product design with leading-edge technology, putting smartphones, tablets and desktop computers to work in dynamic new ways in the retail marketplace.

▪ Client list: D&G, BVLGARI, Versace, Valentino, Twin Set, Bally, SKY, RAI, RCS group, L'Espresso Group, FIAT, JEEP, BNP Paribas, Fideuram, Unicredit, Autostrade, Ferrero, Vodafone, Wind, Prysmian, Saipem/ENI, ENEL Group.

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About you

Tell me about you and why you are attending this class

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Quiz time. Let’s check your skills!

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Text books

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Textbooks

▪ Marketing Management, Global Edition – Philip Kotler▪ The Art of Digital Marketing: The Definitive Guide to

Creating Strategic, Targeted and Measurable Online Campaigns - Dodson, Ian

▪ The Art of Social Media: Power Tips for Power Users - Guy Kawasaki

▪ Traction: How Any Startup Can Achieve Explosive Customer Growth - Gabriel Weinberg, Justin Mares

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Coffee Break

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Intro to digital marketing

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But what is marketing ?

The American Marketing Association has defined marketing as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large"

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source: https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx

What is marketing’s value?

“Marketing’s value extends to society as a whole. It has help introduce new or enhanced products that ease or enrich people’s lives. Successful marketing builds demand for products and services, which, in turn, creates jobs. By contributing to the bottom line, successful marketing also allows firms to more fully engage in socially responsible activities”

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Marketing Management, Philip Kotler

Two marketing definitions

Merketing is about identifying and meeting human and social needs profitably

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Social definition: Marketing is a societal process by whichindividuals and groups obtain what they need and want through creating, offering, and freely exchanging productsand services of value with others

There are two definitions of marketing:

Managerial definition: Marketing is the art of selling products


Two marketing definitions

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Social definition: Marketing is a societal process by whichindividuals and groups obtain what they need and want through creating, offering, and freely exchanging productsand services of value with others

There are two definitions of marketing:

Managerial definition: Marketing is the art of selling products

The aim of marketing is not selling superfluous, but it’s to know and understandcustomers so well that the product fits them and sells itself

Merketing is about identifying and meeting human and social needs profitably


What is marketed?

Marketers markets 10 main types of entities

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▪ Goods: Physical goods constitute the bulk of most countries’ production and marketing efforts

▪ Service: As economies advance, a growing proportion of their activities focuses on the production of services. Services include the work of airlines, hotels, barbers and beauticians, bankers, lawyers, engineers, doctors, et. Many market offerings mix goods and services, such as a fast—food meal

▪ Events: Marketers promote time-based events, such as artistic performances, Olympics, World Cup, bookstore readings and farmer’s markets


What is marketed?

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▪ Experiences: By orchestrating several services and goods, a firm can create, stage, and market experiences, for example Walt Disney World’s Magic Kingdom

▪ Persons: Artists, musicians, CEOs, physicians, high—profile lawyers and financiers, and other professionals often get help from marketers

▪ Place: Cities, states, regions, and whole nations compete to attract tourists, residents, factories, and company headquarters.

▪ Properties: Properties are intangible rights of ownership to either real property or financial property. They are bought and sold, and these exchanges require marketing


What is marketed?

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▪ Organizations: Museums, performing arts organizations, corporations, and nonprofits all use marketing to boost their public images and compete for audiences and funds

▪ Information: Information is essentially what books, schools, and universities produce, market, and distribute at price to parents, students and communities

▪ Ideas: Every market offering includes a basic idea. Charles Revson of Revlon once observed: “In the factory we make cosmetics; in the drugstore we sell hope.” Products and service are platforms for delivering some idea or benefit. Social marketers promote such ideas as “Friends Don’t Let Friends Drive Drunk” and “A Mind is a Terrible Thing to Waste”


Eight states of demand

Marketers seek to influence the level, timing, and composition of demand to meet the organization’s objectives. Eight demand states are possible:

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▪ Negative demand: Consumers dislike the product and may even pay to avoid it

▪ Nonexistent demand: Consumers may be unaware of or uninterested in the product

▪ Latent demand: Consumers may share a strong need that cannot be satisfied by an existing product

▪ Declining demand: Consumers begin to buy the product less frequently or not at all


Eight states of demand

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▪ Irregular demand: Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis

▪ Full demand: Consumers are adequately buying all products put into the marketplace

▪ Overfull demand: More consumers would like to buy the product than can be satisfied

▪ Unwholesome demand: Consumers may be attracted to products that have undesirable social consequences (i.e. alcohol and cigarettes)


How works markets?

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Economists describe a market as a collection of buyers and sellers who transact over a particular product or product class (such as the housing market or the grain market).

Markets are all connected. For example: manufacturers go to resource markets (raw material markets, labor markets, money markets), buy resources and turn them into goods and services, and sell finished products to intermediaries, who sell them to consumers. Consumers sell their labor and receive money with which they pay for goods and services. The government collects tax revenues to buy goods from resource.Marketing Management, Philip Kotler

How work markets?

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Governamentmarkets

Intermediarymarkets

Resource markets

Manufacturermarkets

Consumer markets

Taxes, goods

Services,money

Services,money

Taxes, goods

Taxes, goods

Services,money

Taxes

Services

Money

Money

Money

Money

ResourcesResources

Goods and services Goods and services


Key customer markets

There are some key customer markets:

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▪ Consumer Markets: Companies selling mass consumer goods and services such as juices, cosmetics, athletic and air travel establish a strong brand image by developing a superior product or service, ensuring its availability, and backing it with engaging communications and reliable performance

▪ Business Markets: Companies selling business goods and services often face well-informed professional buyers skilled at evaluating competitive offerings. Advertising and Web sites can play a role, but the sales force, the price, and the seller’s reputation may play a greater one.


▪ Global Markets: Companies in the global marketplace navigate cultural, language, legal, and political differences while deciding which countries to enter, how to enter each (as exporter, licenser, joint venture partner, contract manufacturer, or solo manufacturer), how to adapt product and service features to each country, how to set prices, and how to communicate in different cultures

▪ Nonprofit and Governmental Markets: Companies selling to nonprofit organizations with limited purchasing power such as churches, universities, charitable organizations, and government agencies need to price carefully. Much government purchasing requires bids; buyers often focus on practical solutions and favor the lowest bid, other things equal

Key customer markets

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Marketing Channel

To reach a target market, the marketer uses and mixes three kinds of marketing channels:

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1. Communication channels deliver and receive messages from target buyers and include magazines, radio, television, mail, smartphone, billboards, fliers, and the Internet, the look of their retail stores, Web sites, e-mail, blogs, etc.

2. Distribution channels help display, sell, or deliver the physical product or service(s) to the buyer or user. These channels may be direct via the Internet, mail, or mobile phone or indirect with intermediaries

3. Service channels are useful to carry out transactions with potential buyers. They include warehouses transportation companies, banks, and insurance companies


Ages of Marketing

▪ Marketing 1.0 was initiated by production technology development during the Industrial Revolution

▪ Marketing 2.0 came into being as a result of information technology and the Internet

▪ Now, new wave technology becomes the major driver for the birth of Marketing 3.0

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Marketing 3.0

Customers want marketers to treat them as whole humanbeings and acknowledge that their needs extend beyond pure consumerism. A third wave of thinking, values-driven, heralded as “Marketing 3.0,” has moved us beyond the product-centric and consumer-centric models of the past.

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Three trends are increased consumer participation and collaborative marketing, globalization, and the rise of a creative society:

▪ We live with sustained technological development▪ Culturally relevant brands can have far-reaching

effects▪ Creative people are increasingly the backbone of

developed economiesMarketing Management, Philip Kotler

Marketing 3.0 – A dramatically changed marketplace

Three forces — technology, globalization, and social responsibility — have dramatically changed the marketplace, bringing consumers and companies new capabilities. The marketplace is also being transformed by changes in channel structure and heightened competition

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Empowerment is not just about technology, though. Consumers are willing to move to another brand if they think they are not being treated right or do not like what they are seeing.


Marketing 3.0 – New consumer capabilities

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Expanded information, communication, and mobility enable customers to make better choices and share their opinions.The new consumer capabilities are:

▪ Consumers can use Internet as a powerful information and purchasing aid

▪ Consumers can search, communicate, and purchase on the move

▪ Consumers can tap into social media to share opinions and express loyalty

▪ Consumers can actively interact with companies▪ Consumers can reject marketing they find inappropriate


Marketing mix – the four Ps

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Product Price

PlacePromotion

A product refers to an item that satisfies the consumer's needs or wants. Products may be tangible (goods) or intangible (services, ideas or experiences).

Price refers to the amount a customer pays for a product. Price is the only variable that has implications for revenue.

Refers to providing customer access to the product.

Promotion refers to marketing communications

Marketing mix – the four Ps

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Product Price

PlacePromotion

• Product variety• Quality• Design• Features• Brand name• Packaging• Sizes• Services• Warranties• Returns

• List price• Discounts• Allowances• Payment period• Credit terms

• Sales promotion• Advertising• Sales force• Public relations• Direct marketing

• Channels• Coverage• Assortments• Locations• Inventory• Transport


Updating the four Ps

The four Ps were update to arrive at a more representative set for modern marketing reality.

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Product People: Marketing will be as good as employees and markets must view consumers as people

Place

Promotion

Price




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Product

Place

Promotion

Price

People

Process: Marketers must avoid ad hoc planning and decision making and ensure that state-of-the-art marketing ideas and concepts play an appropriate role in all they do, including creating mutually beneficial long-term relationships and imaginatively generating insights and breakthrough products, services, and marketing activities (i.e. engaging consumers on social media)




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Product

Place

Promotion

Price

People

Process

Programs : It reflects all the firms’ consumer-directed activities. It encompasses the old four Ps as well as a range of other marketing activities that must be integrated, regardless of whether they are online or offline, traditional or non traditional (i.e. User Generated Content)




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Product

Place

Promotion

Price

People

Process

Programs

Performance : It necessary capture the range of possible outcome measures that have financial and nonfinancial (profitability as well as brand and customer equity) implications and implications beyond the company itself (social responsibility, legal, ethical, and the environment)Marketing Management, Philip Kotler

AGE OF VALUE CO-CREATION

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“The growing trend toward collaborative consumers has affected business.Marketers today no longer have full control over their brands because they are now competing with the collective power of consumers. This growing trend of consumers taking over the job of marketers is what Wipperfurth anticipated in Brand Hijack. Companies must now collaborate with their consumers. Collaboration begins when marketing managers listen to the consumers’ voices to understand their minds and capture market insights. A more advanced collaboration takes place when consumers themselves play the key role in creating valuethrough cocreation of products and services”

Marketing 3.0: From Products to Customers to the Human Spirit - Philip Kotler, HermawanKartajaya, Iwan Setiawan

What is digital marketing?

“Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties

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Traditional Marketing VS. Digital Marketing

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Factor Traditional DigitalReach Limited to Area GlobalTargeting Not Specific Very SpecificPrice Very Expensive Not ExpensiveROI Not Guaranteed Guaranteed

That state of digital behavior today:

▪ Desktop represents 16% of all email opens, webmail 30%and mobile 54% – Litmus ”State of Email” (March 2017)

▪ Almost 50% of internet users look for videos related to a product or service before visiting a store. (Google, 2016)

▪ Reviews (45%), promotions (44%), ads (30%) and trends(25%) observed on social media do influence purchase decisions, but not directly. Only 16% of those surveyed have purchased directly from a social media platform (PricewaterhouseCoopers 2016)

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Digital marketing spend is increasing as more actions and business happens online than ever.

Marketing spending plans

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source: http://www.marketingcharts.com

Why are people going online?

For information on a new product, service or location▪ If they have a question▪ If they are looking for help▪ If they want more information on certain individuals or

organizations ▪ Meeting attendants▪ Business contacts▪ General information (maybe about you...) New employees▪ Available jobs▪ Etc.

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Benefits of digital marketing

▪ Puts the consumer in control ▪ Provides convenience▪ Increases satisfaction▪ Drives brand loyalty ▪ Reduces the selling cycle ▪ Reduces the cost of sales▪ Builds your brand▪ Provides targeted results ▪ It is measurable ▪ Cost effective

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Buying personas

Defining your typical customer as a “buying persona” is necessary for planning

Useful questions to ask are: ▪ Do they spend a lot of time online? ▪ Where do they like to spend time online? ▪ What are they doing online? ▪ Are they researching products like yours online? ▪ Are they buying services or goods like yours online?

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Exemple of personas

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Digital Marketing Mediums

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Digial Marketing Mediums

SearchEngines Website Social

mediaMobile Apps Email Inbound

source: https://www.slideshare.net/speakerhead-com/about-digital-marketing-by-speakerheadcom

Key components of the funnel

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The marketing funnel is a theoretical representation of the buyer journey - from awareness to consideration to purchase. Its key components are:

▪ Website Design (user experience)▪ Search engine optimization (SEO)▪ Pay per click (PPC)▪ Social media marketing▪ Email marketing▪ Display advertising (banner ads)▪ Affiliate marketing▪ Content marketing▪ Online reputation management (ORM)

Customer Lifecycle: 5 Steps to Success

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Startup Metrics for Pirates: AARRR!!! - Dave McClure

Customer Lifecycle: 5 Steps to Success

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▪ Acquisition: users come to the site from various channels ▪ Activation: users enjoy first visit: "happy" user experience ▪ Retention: users come back, visit site multiple times▪ Referral: users like product enough to refer others▪ Revenue: users conduct some monetization behaviorStartup Metrics for Pirates: AARRR!!! - Dave McClure

Digital Stack Touchpoints

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Omnichannel Social• Multichannel site• Native Apps• eCommerce site

• Facebook• Twitter

• YouTube• Instagram• Pinterest

CMSText – Photo – Video – Entertainment

AnalyticsTraffic Analysis: Page Views – Visitors

– Bounce Rate – Conversion Rate

CRMCustomersDatabase

Sales

eCommerce

Social media channels

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Social media is a medium and the medium is only a vehicle that amplifies social behaviour. The medium is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of communication.

Types of social medias

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We classify social media in two broad categories:▪ expressive social media, which includes blogs, Twitter, YouTube,

Facebook, photo sharing sites like Flickr, and other social networking sites.

▪ collaborative media, which includes sites such as Wikipedia, Rotten Tomatoes, and Craigslist

Corporate sites

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Corporate sites differ from electronic commerce, portal, or sites in that they provide information to the public about the company rather than transacting business or providing other services. The phrase is a term of art referring to the purpose of the site rather than its design or specific features, or the nature, market sector, or business structure of the site operator.Nearly every company that interacts with the public has a corporate site or else integrates the same features into its other websites. Large companies typically maintain a single umbrella corporate site for all of their various brands and subsidiaries.

source: https://en.wikipedia.org/wiki/Corporate_website

E-commerce sites

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E-commerce is a transaction of buying or selling online.

• 81% of shoppers conduct online research before making big purchases. (Retailing Today, 2014)• 44% of people go directly to Amazon to start their product searches, compared to 34% who use search engines like Google, Bing, and Yahoo to search for products. (Marketing Land, 2015) • Mobile commerce makes up 30% of all U.S. ecommerce (Internet Retailer, 2015)

source: https://www.hubspot.com/marketing-statistics

Blogs

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Better definition for Marketing: “Business blogging is a marketing tactic that uses blogging to get your business more online visibility”

A business blog is a marketing channel (just like social media, direct mail, email marketing, etc.) that helps support business growth. It does that by driving traffic to your website and providing opportunities for that traffic to convert in some way.

source: https://blog.hubspot.com/marketing/what-is-business-blogging-faqs-ht

What is a blog? “A regular record of your thoughts, opinions, or experiences that you put on the internet for other people to read”

source: http://dictionary.cambridge.org/dictionary/english/blog

Native Apps

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Mobile applications (also known as mobile apps) are software programs developed for mobile devices such as smartphones and tablets. They turn mobile devices into miniature powerhouses of function and fun. Some devices come preloaded with some mobile apps courtesy of their manufacturers or the mobile service providers with which they're associated (for example, Verizon, AT&T, T-Mobile, etc.), but many more apps are available through device-specific app stores.

source: https://www.lifewire.com/what-is-a-mobile-application-2373354

CMS

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"CMS" stands for "Content Management System." A more descriptive term would be, "Website That Is Easy to Update and Manage Instead of a Huge Hassle," but that's a little long. The goal of a good CMS is to make it painless, even a little fun, to add and manage the content on your website. No matter which CMS you choose, it's extremely helpful to understand a few basics about how they work.

source: https://www.lifewire.com/what-is-a-cms-756558

CRM

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C-R-M stands for Customer Relationship Management.

CRM system allows businesses to manage business relationships and the data and information associated with them.

With CRM, you can store customer and prospect contact information, accounts, leads, and sales opportunities in one central location, ideally in the cloud so the information is accessible by many, in real time.

source: https://www.salesforce.com/blog/2013/01/what-is-crm-your-business-nerve-center.html

Analytics

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Analytics software provides the digital analytics tools that we need to analyze data from all touchpoints in one place, for a deeper understanding of the customer experience.

Digital analytics encompasses the collection, measurement, analysis, visualization and interpretation of digital data illustrating user behaviour on websites, mobile sites and mobile applications.

Coffee Break

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Mobile Marketing

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The importance of mobile marketing

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Mobile marketing is an increasingly important form of interactive marketing by which marketers can use text messages, software apps, and ads to connect with consumers via their smartphones and tablets

Much recent interest has been generated in mobile app that can perform useful functions – adding convenience, social value, incentives, and entertainment and marking consumers’ lives a little or a lot better


Characteristics of a mobile device

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Wharton’s David Bell notes 4 characteristics of a mobile device:

1. It is uniquely tied to one user2. It is virtually always “on” given it is typically carried

everywhere3. It allows for immediate consumption because it is in effect

a channel of distribution with a payment system4. It is highly interactive given it allows for geotracking and

picture and video taking

Preethi Chamikuttyl, “Wharton Professor David Bell, on Brand Building in the Offline and Online World”, Your Story, September 3, 2013

Convergence

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Percentage of people who access the internet - Italy

source Google: https://www.consumerbarometer.com

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https://www.consumerbarometer.com/

Percentage of people who use a smartphone - Italy


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Smartphones are a crucial access point for people coming online - Italy


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Smartphones are a crucial access point for people coming online - Italy


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A broad range of online activities are carried out on a smartphone as least as often as a computer - Italy


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A broad range of online activities are carried out on a smartphone as least as often as a computer - Italy


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75% of Millennials go online via smartphone at least as often as computer


Millennials are the demographic cohort following Generation X

Most researchers and commentators use birth years ranging from the early 1980s to the early 2000s

source Wikipedia: https://en.wikipedia.org/wiki/Millennials

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https://en.wikipedia.org/wiki/Millennials

Online research drives conversion - in-store and online


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Consumers are not only omni-channel when researching, but are also omni-device


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Multi-device search for local information


People look for local information across different devices, including smartphones, so it's crucial for businesses to ensure that their site is suitably optimized

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Mobile Exceeds PC Internet Usage for First Time in History

source https://searchenginewatch.com/sew/opinion/2353616/mobile-now-exceeds-pc-the-biggest-shift-since-the-internet-began

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https://searchenginewatch.com/sew/opinion/2353616/mobile-now-exceeds-pc-the-biggest-shift-since-the-internet-began

Mobile Digital Media Time Is Now Greater Than Desktop and Other Media

source KPCB: http://www.kpcb.com/internet-trends

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http://www.slideshare.net/kleinerperkins/internet-trends-v1

Smart VS Feature Phones

• Third parts apps• Support advance

browsers (Webkit)

• Limited features• PIM (personal information

management)

Feature Phone SmartPhone

The real difference for marketer is in browsing capabilities and apps.

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Which platform?

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Which platform?

source: https://www.netmarketshare.com/operating-system-market-share.aspx?qprid=10&qpcustomd=1&qpsp=216&qpnp=10&qptimeframe=M

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http://www.forbes.com/sites/greatspeculations/2015/07/14/reasons-why-nokia-may-be-planning-to-re-enter-the-smartphone-business/#5a3f15b48694

Which platform?

source: https://www.appannie.com/en/insights/market-data/global-app-downloads-consumer-spend-soar-q1-2017/

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http://bgr.com/2015/04/15/ios-vs-android-developers-revenue-apps/

Standard device list (Apps)

• iOS smartphones and Tablets: iPhone 4 and above and iPads;

• Android smartphones and Tablets: phones running Android 4.4 and above with multiple display sizes;

• Windows Phone smartphones: phones running Windows Phone 8.0 and above.

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Format

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Mobile Sites vs Apps

• Hard to promote! • Market fragmentation on

several platforms;• Worst TCO (Total Cost of

Ownership);

• Better discoverability;• Better conversion rate;• Lower TCO;

WeaknessStrength

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Natives Apps VS Web Apps

• Market fragmentation on several platforms;

• Worst TCO (Total Cost of Ownership);

• App Stores are "wall gardens";• Time to market; • Installation and upgrading

constrains;• Billing constrains.

• Best user experience; • Best device integration; • Offline features; • Leverage on Store

ecosystems.

WeaknessStrength

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Importance of mobile browsing 1

§ Larger audience: In all countries more consumers use their browser more than apps and only a minority will use web or apps exclusively.

§ Mobile search is the key: Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile.

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§ Browsing is better than apps: US consumers prefer mobile browsers for banking, travel, shopping, local info, news, video, sports and blogs and prefer apps for games, social media, maps and music;

§ Growing markets: Even in developed nations (where smartphone penetration is higher), more people use mobile Web than mobile apps.

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§ Asia is the top region: South Korea and japan lead in mobile broadband penetration (91% and 98%);

§ Many mobile Web users are mobile-only (even in US 25% of mobile users are mobile-only);

§ Web-enabled handsets - from 2011, over 85 percent of new handsets will be able to access the mobile Web.

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§ Key factors for mobile web-enable handset penetration:- High speed mobile networks;- Unlimited data plans.

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Integrated strategy

Browsing

Apps

Promotion

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App Strategy

Top brand positioning in the App store is usually defined in three different areas:

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• Podcast• Institutional App• Umbrella strategy

Podcast

The simplest step to start pushing audio and video branded content on a mobile device.

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Institutional app

Usually is a basic App related to product catalogue, stores, news and social activity.

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Umbrella strategy

Multiple applicationsrelated to products, entertainment and content experimentation.

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Umbrella strategy (details)

Coverage is the main goal for an efficient umbrella strategyand is based on:

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• cross platform coverage• multiple content Apps

Apps’ problem: Users are quick to uninstall

On average over 30% of apps installed globally across both iOS and Android devices are uninstalled

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▪ Mobile-first markets are less likely to uninstall apps. For example, users in China, a mobile-first market, are 5% less likely to uninstall an app than a mobile-second market

▪ Android app uninstall rates are double that of iOS. This is largely due to Android’s much bigger footprint in emerging markets where less expensive smartphones are more popular. These lower quality devices typically have less storage space, meaning that users need to be more willing to delete unnecessary apps to save space

▪ Gaming apps have among the highest uninstall rates across both iOS and Android.

Source: App Uninstall Report 2016, AppsFlyer

Mobile and Luxury

By 2015 more users access the Internet wirelessly via mobile device than from a wired Ethernet connection.

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FACTS about the luxury market

Source: McKinsey Digital Luxury Experience 2013

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4%

20%

70%

pure “online only” sales

of all luxury sales are now influenced by digital media

of all luxury goods customers carry a smartphone, opening up new platforms for brands to reach out to them.

FACTS about the luxury market

Source: McKinsey Digital Luxury Experience 2013

of all luxury customers use Internet on their mobiles for:

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50%

• product research• hunt for store locations • find the cheapest prices (shhh!)

before heading to the showroom.

Key elements in mobile luxury

• M-Commerce is the next big thing: M-commerce sales are going to quintuple in the next five years.

• Tablets are already better than PCs: Tablets registered conversion rates are already bigger than desktop PC.

• Tablet users are more willing to spend: Tablets demographic shows that 20% of individuals with $1M or more in investable assets spent 50% more time on the device compare to their smartphone.

• Few brands are on the right path: 2/3 of brands currently maintain a mobile site but only 67% are commerce enabled.

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DIGICAL* = digital+physical

Source: Digital-Physical Mashups Harvard business review

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Vertical formats

To maintain a high rate of return and content must always propose new ideas and different format that can capture the attention of users trying to develop a format as updated and interactive

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Events are an opportunity to drive more traffic

Every time a new product or an event can be a significantopportunity to launch a new content and bring new users on the mobile channel

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presentazione standard di powerpoint of revlon once observed: “in the factory we make cosmetics;...

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