digital marketing: generare valore per brand e consumatori

“DIGITAL MARKETING:
GENERARE VALORE PER
BRAND E CONSUMATORI
”
Confcommercio, 17 Maggio 2012
di PAOLA PERETTI
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.
Business 1.0
Internet as
Brochureware
Business 2.0
Internet as a
Sales Channel
Business 3.0
Engage with
your customer
I N I TA L I A O G G I
Total Unique Visitors (MM)
26.8
I Social Network
raggiungono
26.8
milioni
di utenti.
17.8
5.1
E-mail
94.1%
della popolazione
italiana online
Instant
Social
Messengers Networking
Source: comScore Media Metrix, March 2012
 Facebook è più diffuso al Sud che al Centro
 L’audience italiana è prevalentemente maschile
e tra i 35-44 anni
12,742
MM
donne

1/3 dell’audience ha 45+ anni
 L’audience
14,132
MM
uomini
over 55 é cresciuta del 15.1%
Source: comScore Media Metrix, March 2011-March 2012
@
10@
Twitter raggiunge
1 utente su
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
La diffusione degli Smartphone ed il primato in EU5
© comScore, Inc.
Proprietary.
26
Source: comScore MobiLens,
Role of marketing has changed
Brand Image
(what are you telling me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-High
vs.
Brand Engagement
(how are you involving me)
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-Create
From one-way messaging to consumers… to developing
a two-way (or more) dialogue with them. !
Brand Image
(what are you telling me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-High
vs.
Brand Engagement
(how are you involving me)
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-Create
From extending a “look and feel” online to creating
experiences for consumers to engage with. !
Brand Image
(what are you telling me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-High
vs.
Brand Engagement
(how are you involving me)
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-Create
From addressing consumers as a mass audience, to
leveraging the fact that they are a community.
Brand Image
(what are you telling me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-High
vs.
Brand Engagement
(how are you involving me)
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-Create
From being passive in our communications to them,
to encouraging interactivity. !
Brand Image
(what are you telling me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-high
vs.
Brand Engagement
(how are you involving me)
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-create
This mindset shift should be at the heart of every
part of our business and marketing strategy.
Brand Image
(what are you telling me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-high
vs.
Brand Engagement
(how are you involving me)
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.
INVESTIMENTI & ATTIVITA’ Marke6ng Tradizionale Digital Marke6ng Sito Web Pubblicità Promozioni Ufficio Stampa Community Web TV Social Media 31 DIGITAL: WHAT’S IMPORTANT? Forte Orientamento ai Social Media Integrazione e Valorizzazione Contenuto Seguire un processo RELAZIONALE CRESCERE 32 The question is: how can we
generate value between brands
and consumers?
Il processo relazionale PROCESSO
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).
Engagement
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.
Purchase
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).
Loyalty
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.
Advocacy
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.
approccio LISTEN CONNECT ENGAGE ADVOCACY LISTEN Ascoltare le persone Le loro conversazioni online I comportamen6 di ricerca Le modalità di interazione Il processo di acquisto Gli aWeggiamen6 offline …… CONNECT Web Site CRM Social Network E-­‐Commerce Mobile Community NewsleWer …… ENGAGE S6molare Stupire Coinvolgere Esplorare Incuriosire …… ADVOCACY 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
Digital
Signage
Mobile,
Mobile,
Mobile…
Consumer
Insights..
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
THANKS
“DIGITAL MARKETING: GENERARE
VALORE PER BRAND E
CONSUMATORI”