Tuesday, October 19, 2021 ( 9 am - 6:15 pm)

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

Sede Da Definire MILANO

With the exponential growth of digital platforms and connectivity, accelerated by the pandemic, 20th century marketing (based on slogans and jingles) is nearing extinction. Completely new types of energy and priorities and unprecedented influence of digitally-connected customers and consumers will be integrated into all aspects through which businesses present themselves to the public (as well as how they act internally).
 
Online purchases have generated a huge loss in loyalty to brands that do not meet expectations in terms of speed, customization and quality of interaction in our digital era. People are searching for new emotional meaning in their purchasing experiences and greater importance is being given to a voluble and unquantifiable element which every brand must take into account: human emotions. A new approach to marketing is also at the door for B2B, led by the demand for access of corporate clients to products and skills online.
 
Greater connectivity generates a greater amount of data. But buyer behavior has changed significantly since the beginning of the pandemic. Marketing based on online analysis and data will require new information, new behavioral relations and the ability to test rapidly.
 
The trend is clear: customers and consumers are shifting online and they must be reached through skills and methods never previously adopted.
 
International authorities will explain how to seize these new opportunities for growth and take part in the recovery with a significantly greater ROI and resilience.
 

Speakers

Francesca Airoldi

Chief Revenue Officer, Condé Nast Italia

Jonah Berger

Esperto di consumer behaviour e influenza sociale di fama mondiale

Seth-Stephen Davidowitz

Autorità mondiale sull’utilizzo dei big data del web per ottenere informazioni sulla psiche umana

Rand Fishkin

Autorità mondiale di digital marketing. Già co-fondatore di MOZ (SEO, inbound marketing, link building, content marketing), CEO di SparkToro (market research & audience intelligence for everyone)

Martin Lindstrom

Autorità mondiale di branding e decisioni di acquisto

Programme

October 19, 2021
9 am - 11 am Introductory Remarks
Rethinking customer behavior and consumption models for the recovery
Martin Lindstrom (international authority in Branding and Purchasing Decisions)         
Discussion
11 am - 11:30 am Break
11:30 am - 1 pm Beyond Facebook & Google. Diversifying digital marketing channels.
Rand Fishkin (international authority in Audience Intelligence and Influencer Marketing)
Discussion
1 pm - 2 pm Break
2 pm - 3:15 pm How web data reveals the real behavior and needs of people
Seth-Stephens Davidowitz (international authority in Big Data Analytics) – ONLINE
Discussion
3:15 pm - 3:45 pm Break
3:45 pm - 5 pm Lighting, engaging, activating: brand as a platform for social and environmental well-being.
Il brand come piattaforma per il benessere sociale e ambientale.
Francesca Airoldi (Chief Revenue Officer, Condé Nast Italia)
Discussion
5 pm - 6:15 pm Psychology of P2P interactions and social influence on social networks.
Jonah Berger
(Associate Professor of Marketing, Wharton School)
Discussion

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