marketing spotlights · marketing spotlights marketing spotlights marketing spotlights eting ts...
TRANSCRIPT
![Page 1: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/1.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
1
Marketing Spotlights
Ricerche
rielaborate dal Centro Ricerche La Società del Marketing Lab
Input
for
Lab
8 luglio 2015High-tech e high-touch brand marketing.
![Page 2: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/2.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
2
You can’t do marketing well in isolation.
You have to have engineering with you,
and you have to have IT with you –
otherwise it doesn’t work.
![Page 3: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/3.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
3
![Page 4: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/4.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
4
![Page 5: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/5.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
5
![Page 6: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/6.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
6
![Page 7: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/7.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
7
![Page 8: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/8.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
8
![Page 9: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/9.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
9
![Page 10: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/10.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
10
![Page 11: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/11.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
11
![Page 12: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/12.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
12
![Page 13: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/13.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
13
![Page 14: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/14.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
14
![Page 15: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/15.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
15
![Page 16: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/16.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
16
![Page 17: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/17.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
17
![Page 18: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/18.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
18
![Page 19: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/19.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
19
![Page 20: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/20.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
20
![Page 21: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/21.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
21
![Page 22: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/22.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
22
![Page 23: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/23.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
23
![Page 24: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/24.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
24
![Page 25: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/25.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
25
![Page 26: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/26.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
26
![Page 27: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/27.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
27
![Page 28: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/28.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
28
Le campagne digital rendono sempre meno
![Page 29: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/29.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
29
LA TECNOLOGIA FA EVOLVERE LA CREATIVITÀ
Native advertising ??????
Video virali Video breve 3 minuti
Web series Video breve 4 minuti
![Page 30: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/30.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
30
LA NATIVE ADVERTISING
![Page 31: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/31.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
31
Video Virali
• Quanto rendono alla notorietà e reputazione del brand?
• Quanto bisogna investire nella strategia virale?
• Come si fa a misurare l’efficacia di un video virale’
![Page 32: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/32.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
32
Web series
• Definizione
– Produzione originale di fiction per il web realizzata dietro finanziamento
diretto di uno sponsor il cui brand/prodotto risulta l’elemento intorno al
quale la storia viene sviluppata
• Obiettivo
– Coinvolgere, divertire, appassionare il pubblico, in un preciso contesto
spaziale e tematico che ha come fine ultimo la sensibilizzazione verso un
prodotto specifico.
• A livello di branding può rafforzare alcuni tratti di identità della marca
specie quando i suoi valori diventano i valori del racconto e la
dimensione simbolica ed evocativa del contenuto agisce come una
cassa di risonanza della marca.
![Page 33: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/33.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
33
High-tech e high-touch nel brand marketing.
Ogni giorno siamo stimolati da qualche nuova soluzione
tecnologica, che ci dice in sintesi: «Su questo sei ancora
indietro. Fai in fretta, adegua il tuo marketing!».
Fanno notizia solo le azioni di marketing più avanzate
tecnologicamente, perché sembra che i clienti stiano
diventando tutti dei robot integrati nello smartphone e nel
tablet.
Non è proprio così. Sono sempre persone e quando le tratti
come tali sono contente e apprezzano. E tornano
![Page 34: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/34.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
34
34
“Il marketing è sempre di più relazione tra persone.
Anche i brand ormai sono le persone”
Riguardo ai clienti, “chi vende deve accettare che i
clienti oggi sono molto informati e molto preparati
Non valgono più le pubblicità a senso unico e il marchio
aziendale non è più una garanzia che basta da sé, ma
va costantemente alimentato da conversazioni e
reputazione. Questo perché, da oggi, “il marketing
consiste nel creare delle relazioni tra i clienti.
Bisogna imparare a coinvolgerli nelle attività”.
Non esisterà più un prodotto che non valorizzi la
centralità delle persone sia nello suo sviluppo che nella
sua stessa narrazione. “Le regole dello storytelling
sono umanistiche”. Raccontare è importante e “per
fare marketing umanistico bisogna cambiare il
modo di esprimersi. Le parole possono fare la
differenza”, perché, “vendere valore è molto più
importante rispetto a vendere un prodotto” e “le
persone sono sempre colpite da qualcosa che li
stimola”. Al centro della narrazione ci sono le relazioni,
“le relazioni fanno parte del marketing, sono uno
strumento fondamentale per la diffusione e la
condivisione”.
Pillole
Dalla Lectio Magistralis di Kotler alla Bicocca
Verso l’umanesimo del Marketing
![Page 35: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/35.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
35
35
1. Dalla customer alla human satisfaction
2. Necessità emotive, razionali, etiche
3. Il potere del dialogo. Creare comunità
4. Multidisciplinarietà e fattore sinergico
5. Edificio di marketing, comunicazione e sviluppo
6. Profitto come “premio”
7. Informazione
8. Etica e responsabilità
9. Partecipazione
10. Il bilancio sociale
Carta dei Valori del Marketing umanisticoMarzio Bonferroni
![Page 36: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/36.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
36
L’esperienza di Leasys nel B2B2C
Vedersi
Parlarsi Scriversi
• Occasioni (La Scala, Civita, Expo, …)
• I-MAG
• Visite
• Customer Service
umano• SMS di garanzia
• email indispensabili
When
you need • APP self service
![Page 37: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/37.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
3712° May, 2014 37
Digitalization – tools to make things easier
i-Show SELLING
PROPOSITION
INFOMOBILITY
APP-RAISAL*
APP CLICKAR *
APP Driver
LEASYS TOUCH
(Sales Front-End)
Digital Magazine
DIGITAL
INVOICING
CU
ST
OM
ER
PR
OC
ES
SS
AL
ES
FR
ON
T-E
ND
CO
OM
UN
ICA
TIO
N
FLEET MONITOR
Delivery FiguresApplication
Sep-2013
Apr-2014
Jul-2014
Apr-2015
Jun-2014
Jul-2015
Mar-2015
Sep-2015
Apr-2014
6636 downloads
2728 fines notified
9 report at disposal 6 processes reported
123 Fleet Managers registered
69% of car returns
83% damages acceptance
86% Public Administration enabled
74% of PA cars
9% of Small & Medium fleets with I-Care
Claims rate: 18% vs 36% without I-Care
453 cars sold with 9.497 raisings (100€ / raising)
Go-live June 15th
132.920 email sent
16.156 read (12%)
23% of field force enabled
100% by the launch of Leasys Touch
![Page 38: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/38.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
38
Focus insurance .1
• Le assicurazioni sono un settore tipicamente resistente
all'innovazione e che definirei, per sua natura, low tech e low touch.
• Questa affermazione, che a prima vista può sembrare una
provocazione, permette di avvicinare il tema cogliendo a pieno la
portata dei cambiamenti che l'innovazione tecnologica sta
realizzando sia sull'offerta che, soprattutto, sulla domanda associata
al biz assicurativo.
• La pervasività della tecnologia, da un lato, e i forti interventi del
regolatore, dall'altro, stanno forzando il sistema a lavorare sempre
più in una logica omnichannel, portando i classici punti vendita
agenziali a una disponibilità 24/7 (anywhere, anytime, all the time) e a
produrre soluzioni assicurative sempre più intrise di tecnologia (dalle
BB associate alle coperture rca alle homebox per l'abitazione agli e-
watch per l'osservazione e la relativa copertura sanitaria).
3
8
![Page 39: Marketing Spotlights · Marketing spotlights Marketing spotlights Marketing spotlights eting ts eting ts eting eting ts ts eting ts eting ts 1 Marketing Spotlights Ricerche rielaborate](https://reader034.vdocuments.mx/reader034/viewer/2022042912/5f47657022fa2956456ae3c1/html5/thumbnails/39.jpg)
La Società del Marketing Lab
Marketing spotlights Marketing spotlights Marketing spotlights
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
hts
Ma
rketin
g sp
otlig
htsM
ark
etin
g s
po
tlig
hts
Ma
rket
ing
sp
otl
igh
tsM
ark
etin
g s
po
tlig
hts
39
Focus insurance .2
• Lato cliente, l'informazione sempre più estesa e disponibile sta
riducendo significativamente l'asimmetria informativa tra assicurato
e assicuratore e, ormai, il cliente è sempre più preparato e compie
solo acquisti consapevoli.
• Ciò nonostante, le vendite on line di settore rimangono molto
contenute (10% market share) e limitate al tema della rca mentre un
ruolo sempre più importante, in particolare sui rami oltre l'auto, lo sta
acquisendo l'agente che pone la consulenza come elemento di valore
non sostituibile con il fai da te da parte dell'assicurato.
• Il modello di consumo che si sta affermando quindi è quello
denominato ROPO (Research On-line, Purchase Off-line) dove
l'aspetto della consulenza e della prossimità sono determinanti nel
finalizzare l'acquisto e nel fidelizzare il cliente che, soddisfatto,
riconosce a compagnia/agente capace un giusto premium price
rispetto alla soluzione DIY spesso inadeguata e insufficiente.3
9