Digital marketing: le nuove opportunità di business per le aziende nell'era del web 2.0

The paper aims to show the new business opportunities offered by the Web. The pervasiveness and all the activities linked to the Internet are driving revolutionary changings that are putting Companies to face with a different kind of approach to their customers (more than ever well-informed, aware and discerning) and to their competitors. The challenge the Companies have to deal with to stay competitive is substantial and the market is evolving faster than ever: the aspects characterizing this new digital paradigm are, in effect, speed and variability and at the same time measurability, predictability and ponderability. Thanks to the ultimate technologic tools and to the evolving dynamics of social media itself (websites, social network, blog, forum) it is now possible to easily track, in comparison with the past, the impact of initiatives, product launches, advertising and offers measuring the Return on Investments (ROI) and, even more strategic, the perception of the final customer. A data-centric marketing approach, through Web monitoring analysis, allows brands to make more focused and weighted investments based on forecasts and evaluations. Between the most significant marketing strategies are mentioned: social advertising, digital PR, social media management, email marketing and many others. Two case histories are presented in this study: one as a perfect co-creation example in which the brand directly involved users in the production process, committing the fans of the official Facebook page to choose the flavours of the yogurts to sell. The second one, international lead generation case history, allowed the brand to measure the website visitors (prior to fill the popin) conversion rate to real buyers, linking the datas coming from the website to the sales datas. A perfect example on how online and offline are closely communicating.