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Dal prodotto alla destinazione turistica
Marketing e digital marketing
*pER VERSO LE 100 CITTÀ D’ARTE D’ITALIA17 maggio, Bologna @sergiocagol
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Epoca di grandi trasformazioni
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Mica poi tanto in effetti…
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Oggi parliamo di marketing digitale.
Però…
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Il territorio
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Gli operatori
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Il prodotto
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L’accoglienza
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La reputazione
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E poi il marketing digitale.
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Iperconnessione
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Canali di comunicazione
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Interazioni
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Cambiamento
(inarrestabile)
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2004 Facebook
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2007 iPhone
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2007 Airbnb
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2009 Whatsapp
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2010 Instagram
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2010 Uber
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2011 Snapchat
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2015 Apple Watch
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2017 una TESLA per tutti
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Rivoluzioni sociali
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Abbiamo un patrimonio straordinario
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Storico
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Architettonico
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Ambientale
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Museale
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Usi e costumi
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Prodotti e servizi
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Ma per il turista cosa conta?
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L’importanza dell’immaginario
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Il valore delle esperienze
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La forza della partecipazione
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Quindi?
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Una volta si comunicava così
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O così
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Il web il primo scossone
Il web il primo scossone
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Poi è arrivato Facebook(e Twitter, Instagram, Pinterest…)
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Il turista usa nuovi strumenti
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Racconta storie
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Crea una narrazione originale
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Alla narrazione tradizionale
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Si sovrappone la narrazione personale
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Distribuita su tanti canali
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Resa unica dall’esperienza individuale
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In vacanza il turista parla di noi
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Parla delle sue esperienze
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Racconta le sue storie
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Il turista?
Il protagonista della comunicazione
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Ribaltamento della prospettiva
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Quindi?
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56
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57
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Se la narrazione del nostro territorio è in mano al turista
ed è mediata dai canali digitali, dobbiamo cambiare approccio
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Dall’approccio per prodotto alla valorizzazione delle nicchie
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Dalla frammentazione
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all’integrazione
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Il turista al centro
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L’esperienza come elemento di congiunzione con il turista
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Partecipazione degli operatori elemento abilitante al successo della strategia
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È questione di identità
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È questione di reputazione
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È questione di fiducia
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L’innovazione, di servizio, di prodotto, di approccio, nella comunicazione,
come elemento abilitante
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Il web tradizionale è la predica di un celebrante o il comizio di un politico.
Uno parla: gli altri ascoltano
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Il web 2.0 un concerto rock: la gente si diverte, partecipa, canta e balla. Qualche fortunato sale addirittura sul palco.
Ma la rockstar resta al centro.
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Il web del futuro?
Un abbraccio stretto, tra il brand e l’utente.
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Identità, Reputazione, Coinvolgimento, Fiducia
le parole chiave del marketing digitale, dalla Destinazione all’ospite e
ritorno,in un abbraccio che valorizza il
territorio.
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Grazie dell’attenzione
@sergiocagol