Nowadays, both B2B and B2C companies are facing a complex and dynamic scenario. This dynamicity is characterized by different phenomena such as globalization and the development of web technologies and social media, which are pushing companies, even and especially the B2B ones, to face important changes. Indeed, in such a scenario, many companies, but also public administration, require a support to administer this innovation and modernization process. This type of support is offered by the so-called Tech Companies. Tech companies are hardware and software vendors and operators of the Information and Communication Technology (ICT) channel. The widespread dissemination of internet and social media, and the associated wide range of available information, is also changing the way buyers behave: indeed, nowadays, buyers are more informed than ever and perform several researches before completing a purchase. Hence, tech companies need to adopt new digital marketing tools in order to deal and engage with these new buyers. This analysis is meant to (1) propose to tech companies a framework purposely created to support the implementation of the above-mentioned digital marketing tools (2) provide an economic-financial overview of the results achieved by tech companies operating in Italy in the last years (3) perform a survey to better understand which are the main marketing strategies that these companies are adopting and (4) to apply the created framework to four real cases, corresponding to four different tech companies operating in Italy, in order to verify its effectiveness.
Al giorno d’oggi, le aziende, sia che operino in campo B2B o B2C, stanno affrontando uno scenario complesso e dinamico. Questa dinamicità scaturisce dalla coesistenza di fenomeni differenti come la globalizzazione e lo sviluppo delle web technology e dei social media. Tali fenomeni stanno spingendo le aziende, in particolar modo quelle operanti in ambito B2B, ad affrontare importanti cambiamenti. Infatti, in questo scenario molte aziende, ma anche le amministrazioni pubbliche, necessitano di un supporto al fine di amministrare questo processo di innovazione e modernizzazione. Questa tipologia di supporto viene offerta dalle Tech Company. Le Tech company sono hardware e software vendor e gli operatori del canale Information and Communication Technology (ICT). La sempre maggiore diffusione di internet e dei social media e l’associato enorme ammontare di informazioni, stanno cambiando anche il modo in cui si comportano i buyer: infatti al giorno d’oggi i buyer sono sempre più informati e cercano sempre più informazioni prima di completare un acquisto. Perciò, le Tech Company devono adottare nuovi strumenti di marketing digitale al fine di attrarre questi nuovi buyer. Questa analisi ha l’obiettivo di (1) proporre ai marketer delle Tech Company un modello appositamente creato al fine di supportare l’implementazione dei sopra citati strumenti di marketing digitale, (2) fornire un’analisi economico finanziaria dei risultati ottenuti dalle Tech Company in Italia negli ultimi anni, (3) creare un sondaggio al fine di capire meglio quali siano le strategie di marketing che queste Tech Company stanno adottando e (4) applicare il modello realizzato a quattro casi reali, corrispondenti ad altrettante Tech Company che operano in Italia, al fine di verificarne l’efficacia
A framework to support tech companies in online marketing strategies and an empirical analysis on the Italian case
SCARPELLI, FRANCESCO
2018/2019
Abstract
Nowadays, both B2B and B2C companies are facing a complex and dynamic scenario. This dynamicity is characterized by different phenomena such as globalization and the development of web technologies and social media, which are pushing companies, even and especially the B2B ones, to face important changes. Indeed, in such a scenario, many companies, but also public administration, require a support to administer this innovation and modernization process. This type of support is offered by the so-called Tech Companies. Tech companies are hardware and software vendors and operators of the Information and Communication Technology (ICT) channel. The widespread dissemination of internet and social media, and the associated wide range of available information, is also changing the way buyers behave: indeed, nowadays, buyers are more informed than ever and perform several researches before completing a purchase. Hence, tech companies need to adopt new digital marketing tools in order to deal and engage with these new buyers. This analysis is meant to (1) propose to tech companies a framework purposely created to support the implementation of the above-mentioned digital marketing tools (2) provide an economic-financial overview of the results achieved by tech companies operating in Italy in the last years (3) perform a survey to better understand which are the main marketing strategies that these companies are adopting and (4) to apply the created framework to four real cases, corresponding to four different tech companies operating in Italy, in order to verify its effectiveness.| File | Dimensione | Formato | |
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2019_4_Scarpelli.pdf
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Descrizione: "Testo della Tesi"
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7.72 MB
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7.72 MB | Adobe PDF | Visualizza/Apri |
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https://hdl.handle.net/10589/146692