Si Cambia Registro!...Dal prossimo mese studio intensivo di multicanalità

La multicanalità sfida marketing e comunicazione. Disegna un nuovo consumatore, ‘senza età e dimora’, inutili ai fini delle nuove clusterizzazioni. Spinge il communication mix ad adeguarsi, così come richiede al marketing di integrarsi verticalmente con l’It e orizzontalmente con tutta l’organizzazione. Al web semantico, infine, il racconto del futuro della comunicazione in rete.


Così dette un po’ di timore l’incutono. Si tratta delle conclusioni tratte da Giuliano Noci, ordinario di marketing al Politecnico di Milano, al termine del convegno ‘La multicanalità paga allo scaffale?’, frutto dell’‘Osservatorio Multicanalità 2007′ del Politecnico di Milano, alla luce dei risultati della ricerca condotta ad hoc su panel Nielsen. Timore perché chiaramente emerge la distonia tra quanto succede dentro e fuori le aziende. Dove una certa fascia di pubblico non si ritrova più nei modi e nei linguaggi dei loro prodotti e brand.

A leggere i dati, infatti, sembra che il mondo si stia spaccando in due. Con la propensione all’innovazione a fare da spartiacque tra una e l’altra parte. E non è detto che i più evoluti rappresentino sempre e comunque il target più appetibile, specie quando il settore d’osservazione vede nella fedeltà alla marca la via per l’economicità.

Osservatorio sulla Multicanalità

Flicker (Foto Convegno)


Fonte: YouMark

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