Multichannel marketing: a model
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Digital and Multi-Channel Marketing:A (very) short intro
Fabrizio Maria [email protected]
sabato 15 giugno 13
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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)
sabato 15 giugno 13
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What is digital marketing all about?
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What do we learn from these examples?
sabato 15 giugno 13
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Dialogue
sabato 15 giugno 13
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On different media
sabato 15 giugno 13
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Engaging customerssabato 15 giugno 13
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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
make buysabato 15 giugno 13
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Experience is built upon three building
blocks
sabato 15 giugno 13
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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
sabato 15 giugno 13
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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
sabato 15 giugno 13
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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
sabato 15 giugno 13
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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
sabato 15 giugno 13