UNIVERSITÀ DEGLI STUDI DI PAVIAFACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE,

GIURISPRUDENZA, INGEGNERIA, ECONOMIA

CORSO DI LAUREA INTERFACOLTÀCOMUNICAZIONE, INNOVAZIONE, MULTIMEDIALITÀ

L’IMPRESA FRA TRADIZIONE E INNOVAZIONE:

LE NUOVE FRONTIERE DEL WEB

Relatore: Chiar.mo Prof. Andrea Fumagalli

Correlatore: Chiar.mo Prof. Marco Porta

Tesi di Laurea diIlaria Foglia

Matricola 380730

Anno Accademico 2012 - 2013

THE ENTERPRISEThe enterprise is an economic activity planned to achieve the objectives: the production and the exchange of goods

and services.CRITERIA TO APPLYING

OBJECTIVE PRODUCTION OR CONSUMPTIONTYPE PRIVATE OR PUBLICFORM PEOPLE: S.s - S.n.c - S.a.s CAPITAL: S.p.A - S.r.l - S.a.p.A COORDINATESPLACE DIVIDED OR UNDIVIDED

THE MARKETINGFrom "to market"placing on the market

TRADITIONAL FORMS

- CONSUMER: ENTICE CONSUMER TO BUY

- TRADE: DIRECT TO DISTRIBUTOR

- RETAIL: DIRECT CONTACT WITH CUSTOMERS

THE NEWS FORMS OF MARKETING

WEB MARKETING: is the marketing that uses the online channel to study the market and develop business relationships through the Web

THE PHASES OF WEB MARKETING

ANALISYS

STRATEGY

OPERATION PLAN

MEASUREMENT

IMPROVEMENT

MOBILE MARKETING:

the strategies and marketing actions

that have as a vehicle, for the

dissemination and contact with people, a

mobile device.- VALUE - VILE- GUILE - SPIRAL

- PAID - OWNED - EARNED

Viral Hotmail ‘’brandVIRUS ‘’

HANDLER / MANIPULATOR OF MIND

VIRAL MARKETING:technique that

consists in transmitting an

advertising message through passing the word that is called

"buzz."

NEUROMARKETINGNEUROSCIENCE: support to marketing and advertising to tell engaging stories= storytelling

EEG-biofeedback Index of general attention and focused, memory potential, evocative, curiosity, problem solving and relational

EyetrackingExpansion and contraction of the pupils to define the path of the eye when it passes over a product

MEASURING INSTRUMENTS

"Just as practicing the piano […] the intense, repetitive stimulation of marketing might shape susceptible brain circuits involved in decision-making."

THE INNOVATIVES FORMS OF ADVERTISING

difficult to categorize

DIRECT RESPONSE: RELATIONSHIP WITH THE CUSTOMER BASED ON INTERACTIVE , INDIVIDUALITY AND DIRECT CONTACT (ATL, BTL, DOOR TO DOOR, PIGGY BACK)

PUBLIC RELATIONS: CONTINUE RELATION BETWEEN COMPANIES AND CONSUMERS

PROMOTIONS: PROMISE TO A CONSUMER AN ADVANTAGE IF HIM HAS A SPECIFICAL BEHAVIOUR

SPONSORSHIP: FINANCING OF A PERSON TO TIE HIS IMAGE WITH THE COMPANY’S LOGO

ENTERPRISECOMMUNICATION

AREAS OF COMMUNICATION

- Management staff motivation

- Commercial customer acquisition

- Economic and Financialrelations with investors

- Institutional influence on the

market

NEW MEDIA USED BY ENTERPRISE

DIGITAL CATALOGUE: transposition on computer support of material that is useful to know the company (online-offline)

E-MAIL: internet service where each authorized user can send or receive messages through a computer or device connected to the network (mailing list)

WEBSITE: the attributes of the website are deduced by the acronym HOMERUN

H: high qualityO: oftenM: minimalE: easyR: relevantU: uniqueN: net - centric

CONVERSATION PRISM

SOCIAL MEDIAThey play 5 functions:

- Platform for storytelling- Direct contact with people- Customer Support- Achievement of the niches- Do branding

SOCIAL MEDIA

FOLLOW CHANGES TELL MOODS

EXCHANGE PROFESSIONAL COMMUNICATIONS

COMMENT TOPICS SHARE VIDEOS

THE CONSUMPTIONCONSUMPTION The set of processes employed by individual and groups for evaluation, selection, use and disposal of products or services, for the satisfaction of needs and wishes

THE CONSUMERADVERTISING : stimulates the demand using three modes of persuasions: SYMPATHY, AUTHORITY, SHORTAGE.

THE BUYING BEHAVIOUR

Impulse buyingUsual buying Consumption problem solving

FROM CONSUMER TO PROSUMER

PROSUMER: a pro-active consumer , culturally and socially aware, building a composite identity of consumer brands and taking an active role in choosing a product or service.

Wikipedia : add new content

Yastie boys: free beer recipe to improve it according to your taste

why not pay the consumer instead of exploiting him?

[…]Is training intuitive abilities that the real manager draws projects, expanding skills, learn to manage a team. And if it is also curious, like a child, it becomes a great manager. Only men playing, therefore, may participate in the complexity of the world and help us solve the problems.

(cit. Raffaele Morellipsychiatrist)

…THANK’S FOR THE ATTENTION…

Ilaria