Alessio Alberini - Cosa bolle in pentola
Transcript of Alessio Alberini - Cosa bolle in pentola
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IN MARKETING + ADVERTISING
COSA BOLLEIN PENTOLA?
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IL FUTURO DELL’ADVERTISING?
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NON C’E’.
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IL FUTURO DELMARKETING?
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BRAND &BRANDING NON SONOCAMBIATI.
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BRANDING =USARE IL MARKETING PER
INFLUENZARE LE
ATTITUDINI E LE
PERCEZIONI DI UN BRAND.
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BRAND =COSA LA GENTE DICE E PENSA DEI PRODOTTI E SERVIZI DI UNA AZIENDA.
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“trattatemi bene e vi
restituirò il favore”
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IL MARKETINGALLA VECCHIA MANIERA?
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OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
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NON
FUNZIONA
PIU’.
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E’ TEMPO DI CAMBIARE
“Non siamo in affari per mantenere in vita i
centri media. Siamo in affari per connetterci
con i consumatori.”
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ILMARKETINGORA FUNZIONACOSI’.
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MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
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COME POSSIAMO CREARE I FAN DI UN BRAND?
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SPARGENDO VALORE ATTRAVERSO IL MARKETING.
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O, PIU’ SEMPLICEMENTE…
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FACENDOVIVERE MEGLIO LE PERSONE.
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SEMBRA SEMPLICE, VERO?
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QUINDI, COME POSSIAMO RIUSCIRCI?
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CON
PRODOTTI
INNOVATIVI.
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FACENDO PRODOTTI CON IL MARKETING DENTRO.
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PIU’ I PRODOTTI SARANNO INNOVATIVI PIU’ LA GENTE NON POTRA’ FARE A MENO DI PARLARNE.
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SE E’ GOOD EDIFFERENT C’E’DENTRO ILMARKETING E LACOMUNICAZIONE.
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goodno
different
goodand
different
differentno
good
no goodand
no different
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AD ESEMPIO…
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AD ESEMPIO…
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AD ESEMPIO…
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AD ESEMPIO…
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AD ESEMPIO…
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AD ESEMPIO…
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AD ESEMPIO…
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AD ESEMPIO…
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OTTIMO.MA SE IL PRODOTTO NON E’ COOL?
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COSA POSSIAMO FARE???
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AGGIUNGEREVALORE ATTRAVERSO I CONTENUTI.
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I CONTENUTISONO VALUTAPREGIATA.
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LE PERSONE SONODISPOSTE APAGARE PERI CONTENUTI.
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LE MARCHEPAGHERANNO PER AVERECONTENUTI.
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ENGAGEMENT
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L’ENGAGEMENT SI OTTIENE QUANDO
UN BRAND CREA QUALCOSA CHE
IMPATTA VERAMENTE NELLA VITA
DELLE PERSONE, RENDENDOLA
ALMENO UN POCO MIGLIORE.
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ENGAGEMENT
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COME POSSIAMO FARE QUESTO TIPO DI MARKETING?
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INTUENDOCONSUMERINSIGHTSFECONDI.
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COME POSSIAMO COMPRENDERE QUESTI INSIGHTS?
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OSSERVANDO+
ASCOLTANDO
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FOCUSGROUPINTERVISTEINDIVIDUALISTUDIETNOGRAFICIPRODUCTTESTCOPYTESTINDA
GINIQUANTITATIVE
I METODI TRADIZIONALI...
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del.icio.us
STARE DENTRO AL WEB...
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E POI?
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SE VI RICORDATELA COSA +IMPORTANTE.
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FARE MARKETING OGGI SIGNIFICA RENDERE MIGLIORE LA VITA DELLE PERSONE.
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FORNIRERISPOSTESOCIALI RILEVANTI.
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ETICA
INTEGRITA’
SOSTENIBILITA’
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RACCONTAREUNA STORIA FACENDO PARTECIPARE LE PERSONE.
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SEMPLIFICARESEMPLIFICARESEMPLIFICARESEMPLIFICARESEMPLIFICARESEMPLIFICARE
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CHIEDERE FIDELIZZAZIONE EFORNIRE ESPERIENZE.
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COLLABORAZIONE
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PEOPLE
AZIENDA
INSIGHTS & IDEE
INNOVAZIONE& CONTENUTI
BETTERBRANDS