12/07/2016

What we learned at the Web Marketing Festival

The Web Marketing Festival, on 8 and 9 July at the Palacongressi in Rimini, allowed us to delve deeper into many aspects of digital marketing.

Communication through Social Media was the theme that was discussed. revealed more interesting and, consequently, crowded; the participants reported a theoretical competence already acquired, but the curiosity remains high towards the numerous case histories presented. From these meetings it was a different approach towards small businesses was born. It is not only large companies that need to implement optimal strategies, but also the realities of more small ones must take care of their presence on Social Media. The case histories, in fact, related to local events and hotels with very specific clientele, with examples of successful communication, but also of failure.

Communication in aninternational environmentis more and more seen as central by digital marketers. Yes it is talked about the American electoral campaign via DEM fielded by Trump and Clinton and about the China case. The latter, despite the strict laws on online sharing, has become revealed to be a country reachable with web marketing strategies, the important thing is understand the cultural differences that distinguish it. Translation and approach errors can create many inconveniences, while accurate and conscious communication guarantees international success.

The meetings dedicated to “Planning and Strategy” they were more multifaceted. Web Strategy in non-linear contexts and Growth Hacking are the topics that have proven to be the most interesting from a B2B point of view: creating networks between companies through a dedicated blog and a quantitative approach lead to effective communication between companies and different platforms.

Communication through video productions is now an ever-present theme which we continue to experiment with through interactive videos, 360° and ironic messages. The YouTube channel is not only the second largest search engine used after Google, but also a platform on which digital marketers cannot do not invest.

For every speech, whatever the theme, the watchword is always the mobile approach: take into account the possibilities of mobile devices, smartphone apps, geolocation, QrCode scanning and many other tools is the basis of Web Marketing.

What do we take home from the Web Marketing Festival? One thing above all: sharing experiences online is possible only if these experiences can also be shared through real relationships with industry experts, colleagues, but also competitors. This is the approach that, in our opinion, must be the foundation when thinking about how to reach the online public. People have relationships and live experiences, the online market is not nothing but a transposition of what that we face in everyday life.