In recent years, new trends such as the introduction of internet, social media, mobile have brought to a radical change in customers behaviour and purchase process. Nowadays customers are bombarded by tons of traditional advertising messages. These innovations, indeed, have introduced a multitude of new touchpoints through which companies can reach customers with their product-centred messages that do not add any value to the customers. Furthermore, customers are searching for products and services that are able to attract him, not only from the rational view point, but also from an emotional one. Customer are, indeed, no more searching for a perfect product, they search for companies able to provide unique experiences. The introduction of this multitude of new touchpoints affected also the customer purchase process. Digital, indeed, have more and more a role in customers’ purchase process. Process that is seeing an increasing integrated, synergic and hybrid adoption of online and offline channels. Furthermore, customers are searching for more and more information before the purchase willing to make the best purchase. This new environment require brands to adopt new customer-centric strategies to stay competitive and relevant for customers. In this perspective some possible strategies companies can adopt are Content Marketing and Omnichannel Customer Experience. Content marketing is based on the use of content to attract, acquire and engage a specific audience with the aim of trigger profitable customer actions. This approach has seen an upsurge in its adoption and study over the past decade, although it has existed for many years. So, which are the benefits and competitive advantages that content marketing provides to companies? And which is the process that companies have to adopt to implement effectively content marketing? Beside content marketing, the adoption of an omnichannel customer experience strategy is becoming paramount for companies to provide personalized, integrated and coherent experiences to customers along all the company’s channels. In this perspective a natural question comes to mind, have companies fully understood the relationship between these two strategies? And which is their level of maturity in adopting these two strategies in an integrated way? This Master of Science thesis aims at answer to these questions through a qualitative analysis conducted on companies operating in the Italian market.
Negli ultimi anni, nuovi trend come l'introduzione di Internet, social media e mobile hanno portato a un cambiamento radicale nel comportamento e nel processo di acquisto dei clienti. Oggi i clienti sono bombardati da una miriade di messaggi pubblicitari tradizionali. Queste innovazioni, infatti, hanno introdotto una moltitudine di nuovi punti di contatto attraverso i quali le aziende possono raggiungere i clienti con i loro messaggi incentrati sul prodotto e che non aggiungono alcun valore per il cliente. Inoltre, i clienti sono alla ricerca di prodotti e servizi sempre più in grado di attrarli, non solo dal punto di vista razionale, ma anche da quello emotivo. I clienti, infatti, non sono più alla ricerca di un prodotto perfetto, cercano compagnie in grado di offrire esperienze uniche. L'introduzione di questa moltitudine di nuovi punti di contatto ha influenzato anche il processo di acquisto del cliente. Il digitale, infatti, ha sempre più un ruolo nel processo di acquisto dei clienti. Processo che sta assistendo a una crescente adozione integrata, sinergica e ibrida dei canali online e offline. Inoltre, i clienti sono sempre più alla ricerca di informazioni prima dell'acquisto al fine di effettuare l'acquisto migliore. In questo nuovo contesto le compagnie devono adottare nuove strategie incentrate sul cliente per rimanere competitive e rilevanti per i clienti. In questa prospettiva alcune possibili strategie che le aziende possono adottare sono il Content Marketing e l’Omnichannel Customer Experience. Content marketing si basa sull'utilizzo dei contenuti per attrarre, acquisire e coinvolgere un pubblico specifico con l'obiettivo di favorire azioni proficue dei clienti. Tale approccio ha visto un'impennata nella sua adozione e studio nell'ultimo decennio, sebbene esista da molti anni. Viene da chiedersi allora, quali sono i benefici e i vantaggi competitivi che il content marketing offre alle aziende? E qual è il processo che le aziende devono adottare per implementare in modo efficace tale approccio? Oltre al content marketing, l'adozione di una omnichannel data-drive strategy sta diventando fondamentale per le aziende al fine di fornire esperienze sempre più personalizzate, integrate e coerenti ai clienti lungo tutti i loro canali. In questa prospettiva viene spontaneo domandarsi: le aziende hanno compreso appieno il rapporto tra queste due strategie? E qual è il loro livello di maturità nell'adottare queste due strategie in modo integrato? Questa tesi di laurea magistrale mira a rispondere a queste domande attraverso un'analisi qualitativa condotta su aziende operanti nel mercato italiano.
Content marketing : an analysis of the Italian market
MITTINO, LUCA
2018/2019
Abstract
In recent years, new trends such as the introduction of internet, social media, mobile have brought to a radical change in customers behaviour and purchase process. Nowadays customers are bombarded by tons of traditional advertising messages. These innovations, indeed, have introduced a multitude of new touchpoints through which companies can reach customers with their product-centred messages that do not add any value to the customers. Furthermore, customers are searching for products and services that are able to attract him, not only from the rational view point, but also from an emotional one. Customer are, indeed, no more searching for a perfect product, they search for companies able to provide unique experiences. The introduction of this multitude of new touchpoints affected also the customer purchase process. Digital, indeed, have more and more a role in customers’ purchase process. Process that is seeing an increasing integrated, synergic and hybrid adoption of online and offline channels. Furthermore, customers are searching for more and more information before the purchase willing to make the best purchase. This new environment require brands to adopt new customer-centric strategies to stay competitive and relevant for customers. In this perspective some possible strategies companies can adopt are Content Marketing and Omnichannel Customer Experience. Content marketing is based on the use of content to attract, acquire and engage a specific audience with the aim of trigger profitable customer actions. This approach has seen an upsurge in its adoption and study over the past decade, although it has existed for many years. So, which are the benefits and competitive advantages that content marketing provides to companies? And which is the process that companies have to adopt to implement effectively content marketing? Beside content marketing, the adoption of an omnichannel customer experience strategy is becoming paramount for companies to provide personalized, integrated and coherent experiences to customers along all the company’s channels. In this perspective a natural question comes to mind, have companies fully understood the relationship between these two strategies? And which is their level of maturity in adopting these two strategies in an integrated way? This Master of Science thesis aims at answer to these questions through a qualitative analysis conducted on companies operating in the Italian market.| File | Dimensione | Formato | |
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Descrizione: Content Marketing: an analysis of the Italian market
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https://hdl.handle.net/10589/151758