DIGITAL MARKETING: GENERARE VALORE PER BRAND E CONSUMATORI. Confcommercio, 17 Maggio 2012 di PAOLA PERETTI

Transcript

1 DIGITAL MARKETING: GENERARE VALORE PER BRAND E CONSUMATORI Confcommercio, 17 Maggio 2012 di PAOLA PERETTI

2 WELCOME TO THE DIGITAL WORLD Paola Pere( Thanks IED for the template

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11 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.

12 Business 1.0 Internet as Brochureware

13 Business 2.0 Internet as a Sales Channel

14 Business 3.0 Engage with your customer

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16 Total Unique Visitors (MM) IN ITALIA OGGI I Social Network raggiungono 26.8 milioni di utenti. 94.1% della popolazione italiana online Instant Messengers Social Networking Source: comscore Media Metrix, March 2012

17 Facebook è più diffuso al Sud che al Centro L audience italiana è prevalentemente maschile e tra i anni 1/3 dell audience ha 45+ anni 12,742 MM donne 14,132 MM uomini L audience over 55 é cresciuta del 15.1% Source: comscore Media Metrix, March 2011-March 2012

18 Twitter 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

19 La diffusione degli Smartphone ed il primato in EU5 comscore, Inc. Proprietary. 26 Source: comscore MobiLens,

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24 Role of marketing has changed Brand Image (what are you telling me) vs. 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

25 From one-way messaging to consumers to developing a two-way (or more) dialogue with them.! Brand Image (what are you telling me) vs. 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

26 From extending a look and feel online to creating experiences for consumers to engage with.! Brand Image (what are you telling me) vs. 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

27 From addressing consumers as a mass audience, to leveraging the fact that they are a community. Brand Image (what are you telling me) vs. 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

28 From being passive in our communications to them, to encouraging interactivity.! Brand Image (what are you telling me) vs. 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

29 This mindset shift should be at the heart of every part of our business and marketing strategy. Brand Image (what are you telling me) vs. 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

30 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 Sito Web Pubblicità Promozioni Ufficio Stampa Community Web TV Social Media 31

32 DIGITAL: WHAT S IMPORTANT? Integrazione e Valorizzazione Contenuto Forte Orientamento ai Social Media Seguire un processo RELAZIONALE CRESCERE 32

33 The question is: how can we generate value between brands and consumers?

34 Il processo relazionale Awareness Engagement Purchase Loyalty Advocacy PROCESSO 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.

35 approccio LISTEN CONNECT ENGAGE ADVOCACY

36 LISTEN CONNECT ENGAGE ADVOCACY Ascoltare le persone Le loro conversazioni online I comportamen6 di ricerca Le modalità di interazione Il processo di acquisto 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. Gli aweggiamen6 offline

37 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.

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39 So what do I have to take home? DESIGN FOR DIFFERENT TYPES OF RELATIONSHIPS

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49 ! 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).

50 And remember that s just the beginning Social Commerce Digital Signage Mobile, Mobile, Mobile Consumer Insights..

51 WHAT S NEXT? David Arcifa CRM & Digital Communica6on Nestlé Purina

52 there is a content, shared in a community, available through an engaging experience

53 #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)

54 #2 Community Condivisione Entertainment à Gamification à gli UTENTI vogliono essere riconosciuti nella propria community (es. Fan del mese )

55 #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

56 THANKS DIGITAL MARKETING: GENERARE VALORE PER BRAND E CONSUMATORI