“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