Tuesday, October 19, 2021 ( 9 am - 6:30 pm)

GLOBAL SUMMIT
IN PERSON AND VIA WEB
Reframing Marketing. Emerging trends, new challenges, required skills.

Hilton Garden Inn Milan North Via Lucio Giunio Columella, 36 - 20128 MILANO

With the exponential growth of digital platforms and connectivity, accelerated by the pandemic, 20th century marketing (of slogans and jingles) is nearing extinction. Completely new priorities and an unprecedented influence of digitally connected customers and consumers will have to be integrated into all aspects with which companies present themselves to the public

A new marketing is also upon us in B2B, driven by the demand from business customers for online offerings and skills access.

Data-driven marketing and online analytics will require new data, new behavioral relationships and the possibility of a rapid experimentation.

The trend is clear: customers and consumers are shifting online and it will be necessary to reach them, with skills and methods never adopted before.

Some internationally leading experts will address how to seize new growth opportunities and participate in the recovery with significantly greater ROI and resilience.

Speakers

Martin Lindstrom

World’s leading expert in Branding and Purchasing Behaviour

Francesca Airoldi

Chief Revenue Officer, Condé Nast Italy

Seth Stephens-Davidowitz

Expert on Big Data Analytics – Bestselling author of “Everybody Lies”

Rand Fishkin

World’s leading expert in Audience Intelligence and Influencer Marketing – Cofounder & CEO, SparkToro - Cofounder, MOZ

Jonah Berger

Associate Professor of Marketing, Wharton School, University of Pennsylvania – World-renowned expert on Social Influence and Consumer Behaviour

Programme

October 19, 2021
9 am - 11 am Introductory Remarks
Rethinking Customer Behaviours and Consumption Patterns for the Recovery
Martin Lindstrom (World’s leading expert in Branding and Purchasing Behaviour)         
Q&A
11 am - 11:30 am Break
11:30 am - 12:45 pm Turn on, engage, activate. The brand as a platform for social and environmental well-being
Francesca Airoldi (Chief Revenue Officer, Condé Nast Italia)
Q&A
12:45 pm - 2 pm Break
2 pm - 3:15 pm How Web Data Reveal People's Real Attitudes and Needs
Seth-Stephens Davidowitz (Expert on Big Data Analytics – Bestselling author of “Everybody Lies”) – ONLINE
Q&A
3:15 pm - 4:45 pm Beyond Facebook & Google. Diversifying Digital Marketing Channels
Rand Fishkin (World’s leading expert in Audience Intelligence and Influencer Marketing – Cofounder & CEO, SparkToro - Cofounder, MOZ)
Q&A
4:45 pm - 5:15 pm Break
5:15 pm - 6:30 pm The Psychology of P2P Interactions and Social Influence on Social Networks
Jonah Berger (Associate Professor of Marketing, Wharton School - World-renowned expert on Social Influence and Consumer Behaviour)
Q&A

Meeting documents

Nota informativa

GLOBAL SUMMIT
IN PERSON AND VIA WEB
Reframing Marketing. Emerging trends, new challenges, required skills.

Nota informativa

Kit

GLOBAL SUMMIT
IN PERSON AND VIA WEB
Reframing Marketing. Emerging trends, new challenges, required skills.

Kit

Documents

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Marketing 5.0: Technology for Humanity

Philip Koetler, Hermawan Kartajaya, Iwan Setiawan

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Buyology for a Coronavirus World

Martin Lindstrom

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Why a selfie is more than just a picture

Martin Lindstrom

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

What would an Amazon bank look like?

Martin Lindstrom

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

What’s the Right Customer Experience for Your Brand?

Luke Williams, Alexander Buoye, Timothy L. Keiningham, Lerzan Aksoy

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy

Martin Lindstrom

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Small Data: The Tiny Clues That Uncover Huge Trends

Martin Lindstrom

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Il ministero del Buon Senso: Come eliminare lungaggini burocratiche e follie organizzative dalla vostra azienda

Martin Lindstrom

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Recognizing Your Customer’s Purpose is Key to Growth

Gene Cornfield

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

I Benefici della Corporate Social Responsibility nella Creazione di Valore Sostenibile

Brunella Arru, Marco Ruggieri

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Think Forward Report 2021. The Social Reset

A cura di We Are Social

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

8 Characteristics Of Millennials That Support Sustainable Development Goals (SDGs)

Marguerita Cheng

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Corporate Social Responsibility: 5 brand da cui prendere esempio

A cura di Italian Marketing Association

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company

Scott Goodson, Chip Walker

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Brands on a Mission: How to Achieve Social Impact and Business Growth Through Purpose

Myriam Sidibe

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Barack Obama takes on 'woke' call-out culture: 'That's not activism'

The Guardian

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Mintel: Global Market Research & Market Insight

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

S. Stephens-Davidowitz on Google Trend and Coronavirus (two think minimum)

Seth Stephens-Davidowitz

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are

Seth Stephens-Davidowitz

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

La macchina della verità. Come Google e i Big Data ci mostrano chi siamo veramente

Seth Stephens-Davidowitz

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

How to find out what people really think

The Economist

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Beyond Big Data Why Small Data Integration Is the Key to CXM Success

Harvard Business Review Analytic Service

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

The Incentives to Publish No Longer Reward the Web’s Creators

Rand Fishkin

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

When Choosing Marketing Channels, Visualize the Curve

Rand Fishkin

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

In 2020, Two Thirds of Google Searches Ended Without a Click

Rand Fishkin

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Something is Rotten in Online Advertising

Rand Fishkin

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Digital Marketing Maturity: The Path to Success

A cura di Google

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Inbound Marketing and SEO. Insights from the Moz Blog

Rand Fishkin, Thomas Hogenhaven

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Influenza invisibile - Introduzione

Jonah Berger

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Word of mouth and interpersonal communication: A review and directions for future research

Jonah Berger

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Uniting the Tribes: Using Text for Marketing Insight

Jonah Berger

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

How Language Boosts Customer Satisfaction

Jonah Berger

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Wharton Great Question: Prof. Jonah Berger – The Power of Influence

Jonah Berger

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

Contagious: Why Things Catch On

Jonah Berger

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

The Catalyst: How to Change Anyone's Mind

Jonah Berger

<cite><small><i>GLOBAL SUMMIT</i><br></small></cite><data><small>IN PERSON AND VIA WEB<br></small></data>
Reframing Marketing. Emerging trends, new challenges, required skills.

The Tipping Point: How Little Things Can Make a Big Difference

Malcolm Gladwell

Video of the meeting