E-Business Consulting S.r.l.€¦ · E-Business Consulting 3 64,6 % of the italian population...
Transcript of E-Business Consulting S.r.l.€¦ · E-Business Consulting 3 64,6 % of the italian population...
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Cassa Di Risparmio
di Padova e Rovigo
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Università
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Chi siamo
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Missione
Metodologia Operativa
Comunicazione Digitale
Esempi
Clienti
Partner
Contatti
E-Business Consulting S.r.l.
Digital Communication in Italy
Tourism
Fondazione
Cassa Di Risparmio
di Padova e Rovigo
Università
degli studi
di Padova
E-Business Consulting
2
Overview on Italian
Internet Users
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3
64,6 % of the italian population between the ages of 11 and 74 (over 30 million) has
access to the Internet from any place (home, office, school) and through any instrument
Internet access is used by both women (61,2%) and men (68,2%) across all age groups.
61,2 %68,2 %
Users with Internet Access
Users with Internet access
Rest of the population
Italy data 2009 Source: Nielsen
Fondazione
Cassa Di Risparmio
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Università
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E-Business Consulting
4
Internet utilization is a phenomenon involving all age groups.
2/3 of Italian Internet users are between 18 and 49 years old.
11 – 17
years
82,7%
18 – 34
years
78,9%
35 – 54
years
55 – 74
years
Age brackets
Age brackets of Internet Users
71,9%
35,0%
Italy data 2009 Source: Nielsen
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Università
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5The change of Media Users
… Social relations: among people, consumers,
media, firms, institutions
Analogic Natives
Digital Immigrants
Digital Natives
Closed
Open
Use of
technologies
and access to
content
I
N
T
E
R
N
E
T
InteractivePassive
Relationship and Consumer media control
Fondazione
Cassa Di Risparmio
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Università
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E-Business Consulting
6Advertising Investment Trends 2009
In 2009 advertising investments amounted to 8.515 million,a variation of
– 13,4% compared to 2008 data. Some media register a reduction on investment:
Television
- 10,2 %
Press
- 21,6%
Radio
- 7,7%
Internet, on the contrary, registers a + 5,1%
growth, reaching 585,1 mmillion
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di Padova e Rovigo
Università
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E-Business Consulting
7
Touristic
communication
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Università
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E-Business Consulting
8Internet and the Tourism
el 20,9% of the holidays are organized
directly from de Web*.
Internet influences the choice of holidays of
9,1% of the Italian population*.
5,8% of Italians choose packages;
6,4% organizes the trip online;
8,7% books the hotel room online*.
*Source: Quantitative Survey on Italians’’ touristic behaviour,, 1° report 2009 - ISNART Data
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Università
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E-Business Consulting
9eCommerce Market– Total Sales
• In 2009 total sales of Italian eCommerce sites achieved the figure of 5,8
billion Euros, registering a 1% growth compared to 2008, a lower rate than
the ones observed in previous years’ growing trend.
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• The Tourism division is the most relevant sector in the Italian eCommerce
market, with 2.985 milion euros.
• This year such division registers a slight fall of growth (-3%), due to the
financial crisis that have affected certain airlines and tour operators.
eCommerce Market– Total Sales
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• In the tourism division the role of communication is fundamental. The
tourist has to be informed, attracted, involved by the received
information.
• It is important to use all the available communication tools to
incentivate and attract the tourist and reach new users.
Communication in the Tourism Sector
Where to go?
When to go? The client can see
and explore the
turistic product
thanks to the
internet before
chosing.
Fondazione
Cassa Di Risparmio
di Padova e Rovigo
Università
degli studi
di Padova
E-Business Consulting
12Instruments to communicate Tourism
To communicate with the user it is important to take into account a
series of elements to create a perfect sinergy between them.
The service,
the information
Communication:
• Banner campaign
• Email Marketing
• Mobile Marketing
• Search Engines
Image and
content
Internet
site
Fondazione
Cassa Di Risparmio
di Padova e Rovigo
Università
degli studi
di Padova
E-Business Consulting
13Contacts
For further information:
E-Business Consulting S.r.l.
Corso del Popolo, 8
35131 Padova
049/9817360
www.e-businessconsulting.it