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@MKL
MIRKO LALLI
...is really a matter of technology?
immagine di Mario Romanelli @identitag
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#SAPEVATELOUNA NOTA PER CHI VEDE SOLO LE SLIDE
QUESTO KEYNOTE E’ STATO PENSATO PER ESSERE “PRESENTATO” IN UNO SPEECH E IN ALCUNI PUNTI PUÒ ESSERE DIFFICILE CAPIRE IL SENSO DI UNA FOTO SENZA ASCOLTARE L’AUDIO O VEDERE IL VIDEO.SORRY :-)
PER DUBBI, INFORMAZIONI,
CHIARIMENTI, SCRIVETEMI PURE:
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5
LE COSE CAMBIANO...
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6
LE COSE CAMBIANO...
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“Il marketing è morto in quanto sono esaurite le due condizioni che lo nutrivano: primo, che le persone non potessero parlare facilmente e direttamente tra loro, secondo, che il canale di trasmissione fosse concentrato, semplice e direttamente controllabile.”
Gianluca Diegoli[mini]marketing
LE COSE CAMBIANO...
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8
The Traditional Mental Model of Marketing (B2C)
First Moment of
Truth
Second Moment of
Truth
Stimulus
At shelf In-store
Experience
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9
The New Mental Model of Marketing (B2C)
First Moment of
Truth
Second Moment of
Truth
Stimulus
Pre-shopping | In-store | In-home
At shelf In-store
Experience
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@MKL
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Only 18% of TV ! ! ! ! AD campaignsGenerate positive ROI
Erik Qualman. “Socialnomics”
@MKL
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Non è la vostra promozione ma la loro conversazione a differenziare il vostro prodotto, e provocare un acquisto.
Gianluca Diegoli[mini]marketing
@MKL
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http://www.oyster.com/hotels/photo-fakeouts/
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AFTER VIEWING A SOCIAL SITE, 40% OF TRAVELERS CHANGE
AN ELEMENT OF THEIR TRIP
SOURCE: WORLD TRAVEL MARKET
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@MKL
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ERRORE DEL TITANIC
@MKL
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@MKL
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@MKL
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@MKL
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@MKL
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strategia
obiettivi
strumenti
contenuti
@MKL
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@MKL
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@MKL
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LOW-COST NO-COST
@MKL
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@MKL
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NON SI SCEGLIE PIU’ LA “DESTINAZIONE”. MA “L’ESPERIENZA”.
SIATE VENDITORI DI SOGNI(E DI EMOZIONI)
@MKL
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http://www.youtube.com/watch?v=l0cG-uib2-Y
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http://www.youtube.com/watch?v=sTUi3JTuRys
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32
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mobile everything
Mobile platforms on tablets and smartphones will enable second screen media consumption and local services.
@MKL
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81% OF SMARTPHONE
USERSACCESS THE INTERNET
SOURCE: GOOGLE THINK INSIGHTS
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@MKL
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@MKL
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@MKL
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39
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@MKL
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@MKL
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Mercati di massa Massa di Mercati
Percezione del valore
#longtail
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@MKL
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Valo
re
Caratteristiche di Personalizzazione (Unicità)
Caratteristiche intensificate (+esperienza)
Caratteristiche ampliate (+servizio)
Caratteristiche differenziate (+specificità)
Caratteristiche indifferenziate (commodity)
IL VALORE DELL’ESPERIENZA
“UNICA”
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@MKL
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http://www.youtube.com/watch?v=pqHWAE8GDEk
@MKL
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#storytelling
@MKL
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#1 al mondo
@MKL
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http://www.youtube.com/watch?v=VPBRiDhrRqA
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http://www.youtube.com/watch?v=uv3KqZUY_qc
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@MKL
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http://www.casestudiesonline.com/jayz/
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http://www.youtube.com/watch?v=7FQDjRbThRg
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@MKL
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51% OF FACEBOOK USERS
RARELY OR NEVER RETURN TO A BRAND
PAGE AFTER FOLLOWING IT
SOURCE: EXACT TARGET
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In the vast majority of website projects that I have managed during my ten years in the industry, content is often the last thing to be considered (and almost always the last thing to be delivered). We’ll spend hours, weeks, even months, doing user scenarios, site maps, wireframes, designs, schemas, and specifications—but content? (Pepi Ronalds)
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#contenuti
@MKL
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#contenuti@MKL
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A LEZIONE DA CALVINO
• leggerezza
• rapidità
• esattezza
• visibilità
• molteplicità
• coerenza
usabilità + utilità + rilevanza
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IDEA vs. MONEY
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@MKL
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http://www.youtube.com/watch?v=e91c0mWP960
@MKL
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@MKL
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@MKL
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Il turismo del futuro? Parte dai cittadini residenti, dalla loro
qualità della vita, dalla capacità di essere felici, dalla loro cura verso la
terra che abitano.I turisti arriveranno di conseguenza.
Carlo Petrini – Slow Food
Mirko Lallihttp://mirkolalli.net/
#GRAZIE!