grand union "reset!" panorama digitale e aspettative di brand e imprese
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1 Grand Union Italia – FullSIX International Group – The Trend Watch #16
IL PANORAMA DIGITALE E LE ASPETTATIVE DEI BRAND / IMPRESE
Adriana Ripandelli, Pesaro 9 maggio 2013 @adririps
#futuricreativi
2 Grand Union Italia – FullSIX International Group – The Trend Watch #16
15 anni
3 Grand Union Italia – FullSIX International Group – The Trend Watch #16
15 anni
4 Grand Union Italia – FullSIX International Group – The Trend Watch #16
15 anni
5 Grand Union Italia – FullSIX International Group – The Trend Watch #16
L’accelerazione
… accelera! STAMPA
ENERGIA ELETTRICA
TV
INTERNET
SOCIAL MEDIA
MOBILE INTERNET
REALTA’ AUMENTATA
UMANITA’ AUMENTATA
SINGOLARITA’?
2040 1455 1990 1900
RADIO
1930 1950 2000 2010 2020 2030
6 Grand Union Italia – FullSIX International Group – The Trend Watch #16
7 Grand Union Italia – FullSIX International Group – The Trend Watch #16
I L M O D E L L O D I B U S I N E S S
8 Grand Union Italia – FullSIX International Group – The Trend Watch #16
COSA FA LA MIA
AZIENDA?
9 Grand Union Italia – FullSIX International Group – The Trend Watch #16
NIKE PRODUCE TECNOLOGIA
10 Grand Union Italia – FullSIX International Group – The Trend Watch #16
REDBULL E’ UN MEDIA
11 Grand Union Italia – FullSIX International Group – The Trend Watch #16
PIAZZA ITALIA E’ UN PORTAVOCE
12 Grand Union Italia – FullSIX International Group – The Trend Watch #16
L A D I S T R I B U Z I O N E
13 Grand Union Italia – FullSIX International Group – The Trend Watch #16
14 Grand Union Italia – FullSIX International Group – The Trend Watch #16
15 Grand Union Italia – FullSIX International Group – The Trend Watch #16
E IN ITALIA?
Ricerca ROPO2 Grand Union Italia – Marzo-Aprile 2013
Sur 100 visitatori di un retailer negli ultimi 3 mesi
19,8% “DIGITALI” Visitano esclusivamente il sito e-commerce
48,9% “MULTI-CANALE” Visitano SIA il sito di ecommerce, SIA il negozio
31,3% “TRADIZIONALISTI” Visitano esclusivamente il negozio
16 Grand Union Italia – FullSIX International Group – The Trend Watch #16
IL PERCORSO D’ACQUISTO CAMBIA DA COSI’…
BISOGNO RICERCA FIDELIZZAZIONE
COMUNICAZIONE ACQUISTO
17 Grand Union Italia – FullSIX International Group – The Trend Watch #16
BISOGNO RICERCA FIDELIZZAZIONE
COMUNICAZIONE
A COSI’.
ACQUISTA !
ACQUISTA ! ACQUISTA ! ACQUISTA !
ACQUISTA !
ACQUISTO
18 Grand Union Italia – FullSIX International Group – The Trend Watch #16
Amazon Kindle Store
19 Grand Union Italia – FullSIX International Group – The Trend Watch #16
Zappos
http//pinpointing.apps.zappos.com
20 Grand Union Italia – FullSIX International Group – The Trend Watch #16
Evian
http//www.evianchezvous.com
21 Grand Union Italia – FullSIX International Group – The Trend Watch #16
HUGGIES TweetPee http://www.youtube.com/watch?v=btOFcIgDG14
22 Grand Union Italia – FullSIX International Group – The Trend Watch #16
Tesco
Vetrine interattive App Mobile Shopping
App Etichette Vini
Scaffale virtuale
23 Grand Union Italia – FullSIX International Group – The Trend Watch #16
GILT
http//www.gilt.com
24 Grand Union Italia – FullSIX International Group – The Trend Watch #16
I P R O D O T T I / S E R V I Z I
25 Grand Union Italia – FullSIX International Group – The Trend Watch #16
Heinz Growing Movement
26 Grand Union Italia – FullSIX International Group – The Trend Watch #16
RayBan Bright Light App
27 Grand Union Italia – FullSIX International Group – The Trend Watch #16
http://www.youtube.com/watch?feature=player_embedded&v=OAy_tcqFdsE
Band-Aid Magic Vision App
28 Grand Union Italia – FullSIX International Group – The Trend Watch #16
http://www.youtube.com/watch?feature=player_embedded&v=9FdnssHlcRk
Budweiser The Buddy Cup
29
29 Grand Union Italia – FullSIX International Group – The Trend Watch #16
L ’ O R G A N I Z Z A Z I O N E
30 Grand Union Italia – FullSIX International Group – The Trend Watch #16
American Express
Mobile App Pagamenti Social Serve
Concerti Unstaged
Offerte Foursquare
Twitter Sync
Tribeca Film Festival
Small Business Saturday
31 Grand Union Italia – FullSIX International Group – The Trend Watch #16
LuisaVia Roma
Prova a casa
Vendita abiti sfilate
Eventi e mostre
E-commerce & negozio bricks & mortar
32 Grand Union Italia – FullSIX International Group – The Trend Watch #16
L A C O M U N I C A Z I O N E
33 Grand Union Italia – FullSIX International Group – The Trend Watch #16
Spot double screen
34 Grand Union Italia – FullSIX International Group – The Trend Watch #16
Branded content interattivo TV + Skype
http://suitespot.tv/portfolio/jet-blue-get-away-with-it-live-interactive-game-show-production/
35 Grand Union Italia – FullSIX International Group – The Trend Watch #16
Promozioni crowdsourced
http://www.youtube.com/watch?v=bVcAoE-ysbQ
36 Grand Union Italia – FullSIX International Group – The Trend Watch #16
http://www.redbullsignatureseries.com/
Palinsesto triple screen
37 Grand Union Italia – FullSIX International Group – The Trend Watch #16
Le chiavi?
38 Grand Union Italia – FullSIX International Group – The Trend Watch #16
INSIGHT
CORAGGIO
39 Grand Union Italia – FullSIX International Group – The Trend Watch #16
BIG DATA
40 Grand Union Italia – FullSIX International Group – The Trend Watch #16
DATI TRANSATTIVI DATI DICHIARATIVI DATI COMPORTAMENTALI
OBIETTIVI DI BRAND & DI
BUSINESS
ACQUISIZIONE
ARRICCHIMENTO
OWNED MEDIA PAID MEDIA
VALORE DEL TARGET (BID ADEXCHANGE) + CONTENUTI
ARCHITETTURA + CONTENUTI
41 Grand Union Italia – FullSIX International Group – The Trend Watch #16
AGILITA’ CREATIVA
42 Grand Union Italia – FullSIX International Group – The Trend Watch #16
DICK COSTOLO CEO TWITTER
43 Grand Union Italia – FullSIX International Group – The Trend Watch #16
http://www.google.com/think/playbooks/agile-creativity.html
PHYSICALLY OR VIRTUALLY CO-LOCATE
ADD TECHNOLOGISTS TO THE CREATIVE TEAM
DEVELOP T-SHAPED TALENTS
GET REAL-TIME INSIGHTS
PLAN AN OFFSITE IDEA-THON
ITERATE AND TEST CAMPAIGNS
PARTNER WITH CLIENTS ON PILOT PROJECTS
1
2
3
4
5
6
7
44 Grand Union Italia – FullSIX International Group – The Trend Watch #16
>14.500 retweet; reach 13,3 M; follower +14%
45 Grand Union Italia – FullSIX International Group – The Trend Watch #16
BRAND BIG IDEA
FOCUS…
46 Grand Union Italia – FullSIX International Group – The Trend Watch #16
HAPPINESS
THINK DIFFERENT
GIVES YOU WINGS
FOR REAL BEAUTY
UNCONVENTIONAL CHIC
EDGY FASHION FOR ALL
47 Grand Union Italia – FullSIX International Group – The Trend Watch #16
BRAND BIG
IDEA
… E NUOVI TERRITORI
48 Grand Union Italia – FullSIX International Group – The Trend Watch #16
N
GIVE YOU WINGS
BRAND= PRODUCT MANUFACTURER
49 Grand Union Italia – FullSIX International Group – The Trend Watch #16
BRAND= SPONSOR N+2
Snowboard
VTT
Skate
GIVE YOU WINGS
50 Grand Union Italia – FullSIX International Group – The Trend Watch #16
BRAND= EVENT MAKER N+5
Snowboard
VTT
Skate
Wind suit
Red Bull Stratos
Cliff Diving
GIVE YOU WINGS
51 Grand Union Italia – FullSIX International Group – The Trend Watch #16
BRAND= CONTENT PRODUCER
Snowboard
VTT
Skate
Wind suit
Red Bull Stratos
Cliff Diving
GIVE YOU WINGS
N+10
Triple screen programming
52 Grand Union Italia – FullSIX International Group – The Trend Watch #16
TV
EVENT
5
4
3
2
1
BRAND
PR
TOUCHPOINT PASSIVI
SEM
DIS PLAY
TOUCHPOINT PARTECIPATIVI
CRM
53 Grand Union Italia – FullSIX International Group – The Trend Watch #16
http://www.youtube.com/watch?v=XpaOjMXyJGk
DOVE R E A L B E A U T Y S K E T C H E S
54 Grand Union Italia – FullSIX International Group – The Trend Watch #16
H&M CONSCIOUS
55 Grand Union Italia – FullSIX International Group – The Trend Watch #16
MOCHE RANDOM GENERATION
http://www.youtube.com/watch?v=qeqAFy_u4-w
56 Grand Union Italia – FullSIX International Group – The Trend Watch #16
MOCHE RANDOM GENERATION
57 Grand Union Italia – FullSIX International Group – The Trend Watch #16
58 Grand Union Italia – FullSIX International Group – The Trend Watch #16
IL PANORAMA DIGITALE E LE ASPETTATIVE DEI BRAND / IMPRESE
ripandelli@thegrandunion.com @adririps
#futuricreativi
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