E-Business Consulting S.r.l.€¦ · E-Business Consulting 3 64,6 % of the italian population...

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Chi siamo Scenario Missione Mercato di riferimento Posizionamento Strategia Servizi di consulenza Clienti Partner Contatti Fondazione Cassa Di Risparmio di Padova e Rovigo © Copyright 2010 E-Business Consulting S.r.l. Tutti i diritti sono riservati Università degli studi di Padova E-Business Consulting Chi siamo Plus Offerti Missione Metodologia Operativa Comunicazione Digitale Esempi Clienti Partner Contatti E-Business Consulting S.r.l. Digital Communication in Italy Tourism

Transcript of E-Business Consulting S.r.l.€¦ · E-Business Consulting 3 64,6 % of the italian population...

Page 1: E-Business Consulting S.r.l.€¦ · E-Business Consulting 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

Chi siamo

Scenario

Missione

Mercato di riferimento

Posizionamento

Strategia

Servizi di consulenza

Clienti

Partner

Contatti

Fondazione

Cassa Di Risparmio

di Padova e Rovigo

© Copyright 2010 E-Business Consulting S.r.l. Tutti i diritti sono riservati

Università

degli studi

di PadovaE-Business Consulting

Chi siamo

Plus Offerti

Missione

Metodologia Operativa

Comunicazione Digitale

Esempi

Clienti

Partner

Contatti

E-Business Consulting S.r.l.

Digital Communication in Italy

Tourism

Page 2: E-Business Consulting S.r.l.€¦ · E-Business Consulting 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

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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Fondazione

Cassa Di Risparmio

di Padova e Rovigo

Università

degli studi

di Padova

E-Business Consulting

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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

Page 4: E-Business Consulting S.r.l.€¦ · E-Business Consulting 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

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Cassa Di Risparmio

di Padova e Rovigo

Università

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E-Business Consulting

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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

Page 5: E-Business Consulting S.r.l.€¦ · E-Business Consulting 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

Fondazione

Cassa Di Risparmio

di Padova e Rovigo

Università

degli studi

di Padova

E-Business Consulting

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

Page 6: E-Business Consulting S.r.l.€¦ · E-Business Consulting 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

Fondazione

Cassa Di Risparmio

di Padova e Rovigo

Università

degli studi

di Padova

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

Page 7: E-Business Consulting S.r.l.€¦ · E-Business Consulting 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

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di Padova e Rovigo

Università

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E-Business Consulting

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Touristic

communication

Page 8: E-Business Consulting S.r.l.€¦ · E-Business Consulting 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

Fondazione

Cassa Di Risparmio

di Padova e Rovigo

Università

degli studi

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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

Page 9: E-Business Consulting S.r.l.€¦ · E-Business Consulting 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

Fondazione

Cassa Di Risparmio

di Padova e Rovigo

Università

degli studi

di Padova

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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di Padova e Rovigo

Università

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E-Business Consulting

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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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Università

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E-Business Consulting

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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.

Page 12: E-Business Consulting S.r.l.€¦ · E-Business Consulting 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

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Cassa Di Risparmio

di Padova e Rovigo

Università

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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

Page 13: E-Business Consulting S.r.l.€¦ · E-Business Consulting 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

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

[email protected]