il marketing digitale
DESCRIPTION
I Social Media e il Web Marketing come strumento per promuovere la nostra attività professionale e imprenditorialeTRANSCRIPT
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Il
MARKETING
DIGITALEwww.rinoscoppio.it
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Fino a pochi anni fa la pianificazione mezzi
delle principali imprese era dominata
dai mezzi “classici” (above the line)
- Tv
- Stampa
- Affissioni
- Radio
- Cinema
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Gli strumenti di Marketing
Non Convenzionale
Il Web Marketing
Oggi sono entrati prepotentemente nella pianificazione di marketing tre strumenti:
I Social Media
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Questo ha spinto tutte le organizzazioni ad una serie di riflessioni su loro stesse:
� Il consumatore “comanda” e decide il
successo e l’insuccesso delle imprese
� Si rende necessario un grande sforzo di
creatività
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Le strategie di Web Marketing e gli strumenti di Marketing non Convenzionale devono sempre essere coerenticon il nostro
Piano di Marketing
Piano di Comunicazione
Integrata
…però…è necessario fare una riflessione.
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IL PIANO DI
MARKETING
E COMUNICAZIONE
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Analisi dello Scenario Interno
MARKETING-MIXANALISI
Analisi dello Scenario Esterno
Segmentazione del mercato
Scelta dei Segmenti su cui operare
Analisi della Domanda
Analisi della Concorrenza
Valutazione dei Punti di Forza e di Debolezza della
nostra azienda e di quelli concorrenti
Individuazione del Vantaggio Competitivo e del
Posizionamento di Mercato
Analisi delle Minacce/Opportunità di Mercato
Definizione degli Obiettivi di Marketing
Budget dal Destinare alle Leve
del marketing-mix
Prodotto/Servizio
Prezzo
Distribuzione
Comunicazione
AUDIT
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1) Definizione degli obiettivi di marketing
2) Determinazione del budget
3) Analisi dello scenario
4) Identificazione del target
5) Obiettivi comunicazionali
6)Definizione del posizionamento
7) Scelta dei mezzi di comunicazione
8) La Copy Strategy
9) Il Progetto creativo
10) Pianificazione mezzi
11) Partenza della campagna
12) Controllo dei risultati ottenuti dalla campagna
IL PIANO DI COMUNICAZIONE INTEGRATA
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I SOGGETTI CHE INTERVENGONO NEL PROCESSO
DI PIANIFICAZIONE DI UNA «CLASSICA»
CAMPAGNA DI COMUNICAZIONE INTEGRATA
Azienda
Agenzia di Comunicazione Integrata
Centrali Media
Concessionarie di Pubblicità
Mezzi
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Brand Positioning
Brand Reputation
Brand Awareness
I Nostri Obiettivi primari:
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Il nostro dominio web è libero?
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Come siamo presenti nell’indicizzazione
sui motori di ricerca?
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Usabilità
&
Accessibilità
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Il 4 febbraio 2004 …Marc Zuckerberg, all'epoca studente diciannovenne presso l’Università di Harvard …fonda…
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Mobile Marketing
APP
Realtà Aumentata
Geo-Localizzazione
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Augmented Reality
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Il 3D
su
Internet
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Come mi percepisconoi miei
clienti attuali e potenziali??
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Qual è la mia reputazione
on line
e
off line?
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Si aprono tantissime
opportunità di lavoro
per una nuova figura
MANAGERIALE
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Il Social
Media
Specialist
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I siti web USG
User
Generated
Content
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I siti web UGM
User
Generated
Marketing
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Il futuro?
I social Network “Verticali”
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Shidonni – Social Network dedicato agli under 12
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Cionet – Social Network dedicato ai Chief Information Officer
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IL PERSONAL BRANDING
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I BLOG
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L’UNCONVENTIONAL MARKETING
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Viral Marketing
Guerilla Marketing
Word of Mouth Marketing
Community Marketing
Body Marketing
Ambient Marketing
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� Sorprendere
� Stupire
� Divertire
� Colpire e fuggire
� Rimanere nella memoria
� Diffondere il passaparola
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Alcuni esempi di Marketing Non
Convenzionale …
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L’Invasione dei reggiseni…
(The Bra Invasion)…
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Our Secret:
Fun&Profit
Sustainable,
Profitable
Growth
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Il Sofà delle Muse - by Natuzzi
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La sedia più alta del mondo
Friuli
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Pubblicità di un Sexy Shop a Milano
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Appendice
IMPRENDITORI CHE
HANNO CREDUTO IN
LORO STESSI
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Marc Zuckerberg
27 anni
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Steve Chen – 34 anni
Chad Hurley – 36 anni
Jawed Karim – 33 anni
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Jack Dorsey – 36 anni
Biz Stone – 38 anni
Evan Williams – 40 anni
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Reid Hoffman – 45 anni
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Matt Mullenweg – 28 anni
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David Karp – 26 anni
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Paul Sciarra,
Ben Silbermann (29 anni),
Evan Sharp
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PETE CASHMORE.
Fondatore di Mashable
26 anni
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40 anni
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31 anni
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Nico Junior Vitto
32 anni
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Boris Cito - Lecce