internet advertising - master web, ict e culture digitali mands la sapienza 2017
TRANSCRIPT
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INTERNET ADVERTISING
Master Web, ICT e Culture Digitali
Pasquale Borriello – 13.02.2016
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INTERACTIVE ADVERTISING
OBIETTIVI(1) ELEMENTI TEORICI(2) PUNTO DI VISTA AZIENDALE
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INTERACTIVE ADVERTISING
MARKETER MEZZI TARGET(STRATEGIA)
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INTERACTIVE ADVERTISING
IL MARKETER
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INTERACTIVE ADVERTISING
MARKETING vs PUBBLICITÀ
Marketing significa letteralmente piazzare sul mercato e comprende quindi tutte le azioni aziendali riferibili al mercato destinate al piazzamento di prodotti o servizi, considerando come finalità il maggiore profitto e come causalità la possibilità di avere prodotti capaci di realizzare tale operazione finanziaria.
Con il termine pubblicità si intende quella forma di comunicazione di massa usata dalle imprese per creare consenso intorno alla propria immagine. L'obiettivo è che il consenso si trasformi in atteggiamenti o comportamenti positivi da parte del pubblico che non consistono solo o semplicemente nell'acquisto del prodotto o servizio.
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INTERACTIVE ADVERTISING
DEFINIZIONE DI MARKETING
«Marketing: l'insieme delle attività che mirano a influenzare una scelta del consumatore o cliente»
Russ Winer
«Marketing: strumento per comprendere, creare, comunicare e distribuire valore »
Philip Kotler
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INTERACTIVE ADVERTISING
MODELLO 4P - MCCARTHY - ANNI ’60
PRODUCT PRICE
PLACEMENT PROMOTION
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INTERACTIVE ADVERTISING
MODELLO 4C - KOTLER - ANNI ’60
CUSTOMER VALUE CHANGE
CONVENIENCE COMMUNICATION
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INTERACTIVE ADVERTISING
AZIENDA
CENTRO MEDIA AGENZIA
CONCES-SIONARIA
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INTERACTIVE ADVERTISING
IL CENTRO MEDIACOMPRAPER CONTO DELLE AZIENDE
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INTERACTIVE ADVERTISING
IL CENTRO MEDIACOMPRAPER CONTO DELLE AZIENDE
LA CONCESSIONARIAVENDEPER CONTO DELL’EDITORE
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INTERACTIVE ADVERTISING
L’AGENZIAFASTRATEGIACREATIVITÀPRODUZIONEDIGITALETC.
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INTERACTIVE ADVERTISING
AZIENDAMARKETING
COMPRA
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INTERACTIVE ADVERTISING
AZIENDAMARKETING SALES
COMPRA VENDE
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INTERACTIVE ADVERTISING
AZIENDA
CENTRO MEDIA AGENZIA
CONCES-SIONARIA
RARAMENTE
EDITORE
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INTERACTIVE ADVERTISING
IL DIGITAL MARKETINGUN FRATELLO MINORE?
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INTERACTIVE ADVERTISING
MARKETER MEZZI TARGETDIGITAL
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INTERACTIVE ADVERTISING
IL TARGET
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INTERACTIVE ADVERTISING
IL TARGET
Si differenzia in due tipi:● target di marketing che risponde alla
domanda "a chi devo vendere?"● target di comunicazione che risponde alla
domanda "a chi devo comunicare?"
Per riconoscere al meglio ogni tipo di gruppo (target definito) si ha bisogno di conoscere i cluster, gruppi ben definiti di persone che hanno delle caratteristiche in comune.
I cluster sono definiti da indagini di mercato, dette indagini psicografiche oppure indagini sinottiche.
Criteri demografici: Sesso, Età, Stato civile, Numero di figliCriteri sociografici: Classe sociale, Titolo di studio, ProfessioneCriteri geografici: Zona geografica
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INTERACTIVE ADVERTISING
MARKETING B2CTARGET C = CONSUMATORI (PERSONE)
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INTERACTIVE ADVERTISING
MARKETING B2BTARGET B = BUSINESS (AZIENDE)
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INTERACTIVE ADVERTISING
I MEZZI (MEDIA)
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INTERACTIVE ADVERTISING
OGGIIERI
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INTERACTIVE ADVERTISING
IERI
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INTERACTIVE ADVERTISING
OGGI
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INTERACTIVE ADVERTISING
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INTERACTIVE ADVERTISING
MERCATO ITALIA
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INTERACTIVE ADVERTISING
DINAMICA DEL MERCATO
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INTERACTIVE ADVERTISING
COMPOSIZIONE DEL MERCATO
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INTERACTIVE ADVERTISING
COMPOSIZIONE DEL MERCATO
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INTERACTIVE ADVERTISING
FORMATI
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INTERACTIVE ADVERTISING
DEVICE
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INTERACTIVE ADVERTISING
PROGRAMMATIC
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INTERACTIVE ADVERTISING
TIPOLOGIE DI MEZZI
OWNED PAID EARNED
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INTERACTIVE ADVERTISING
DEFINIZIONE
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INTERACTIVE ADVERTISING
OWNED: I CANALI DEL BRAND
CONTROLLO
BRAND PUBBLICO
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INTERACTIVE ADVERTISING
PAID: MEZZI A PAGAMENTO
CONTROLLO
BRAND PUBBLICO
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INTERACTIVE ADVERTISING
EARNED (SHARED): I CANALI DEI CONSUMATORI
CONTROLLO
BRAND PUBBLICO
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INTERACTIVE ADVERTISING
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THANK YOU ˒