multichannel marketing: a model

Digital and Multi-Channel Marketing:A (very) short intro

Fabrizio Maria Pinipini@mip.polimi.it

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Fabrizio Maria PiniHead of Marketing Programmes

MIP-Politecnico of Milan(Digital marketing, Brand Management, Business Model Innovation)

Director of Master in Luxury ManagementMIP-RMS Reims business school

RCS Media Group; Fiat; Mediaworld; ABB; Vodafone; Ferrari; AcerVisiting Professor: FHV, Dornbirn, Austria; RMS, Reims, France.

Background:Marketing Professor -University of Siena

International Marketing Professor - Catholic University of MilanAdjunct Professor: UCCS, University of Colarado

Senior Consultant on marketing and innovation - Valeocon(Whirlpool, Novartis, Osram, Omron, Tod’s, Piaggio)

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What is digital marketing all about?

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What do we learn from these examples?

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Dialogue

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On different media

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Engaging customerssabato 15 giugno 13

How does it work?

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Goals

Channel strategy

Content strategy

Execution

Experience

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The model

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target customers

customer journey

interaction

touch-point

channel

contents, products and services

pricing models

key process

assets resources competencies

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Experience is built upon three building

blocks

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3,668,502 fans on the Official fan page

From Fan Page it is possible to follow catwalks, share them and invite friends to follow the event through Twitter

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e-commerce

From Facebook “Monogram” app it is possible to customise

“Speedy” bag, linking to the e-commerce site to buy it and

share the experience with friends

Facebook

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Twitter

YouTube

Twitter, YouTube and Facebook point ot the mobile app named “Amble” that

deals with travels and suggests to users the nearest LV shop in all European

capitals

Twitter

Facebook

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Official Foursquares page

For London’s new grand opening LV decided to use Foursquares

After 3 check-ins in the store users receive the “Vuitton Insider” badge that gives access to

particular promotions

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