multichannel marketing: a model
DESCRIPTION
Multichannel marketing model to integrate on and off line activities in an unique marketing modelTRANSCRIPT
Digital and Multi-Channel Marketing:A (very) short intro
Fabrizio Maria [email protected]
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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
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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
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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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