Everything But ......

I was collecting around the web feedbacks on EBA Forum event in Milan the 19 and the 20 of june.

I thought to be one of the little persons that are exited enthusiastic, instead it seems that there are a very lot of positive opinions on these great initiative.
This event has put in contact professionals of web the marketing, of the communication online and the innovative marketing and for many it has been an optimal occasion in order to be confronted and to exchange ideas and opinions.

It was been so an occasion to discover innovated instruments, to understand how to use them in concrete terms in order to create new opportunity of business, interacting with the target, generating an higher and measurable redemption regarding the traditional advertising.

The teachers were of absolute level; between the many I want to remember the always illuminant Layla Pavone (President IAB Italy and Managing Director di Isobar Communications), Mauro Lupi (European coordinator SEMPO), Antonio Sofi (Teaching University of Florence and blogger), Enrico Marchetto (Faculty of Sciences of the Formation University of Trieste).

The large variety of the topics exposed was such to please all the requirements on these topics.

Bringing back from my notes the synthesis of the concepts more important between those exposed:

• There was been introduced the results of an inquiry called “Open Diary”, that have involved 5000 italian blogger to understand how they insert themselves in the social network, with feedback sometimes unexpected.
• There was described the scene of the suppliers of the new technologies (Google, YouTube, Yahoo, NewsCorp, MySpace).
• The companies often don't fully understand the changes: the changes are avoid or the changes are matched in the mistaken way. Through the Search Marketing it's possible to understand what has in head of the people, what they are looking for, their preferences, but not always the companies want to go to collect these information.
• Fragmentation of the media (thanks to the new technologies) used from the consumers.
• Necessity of engagement of the consumer.
• Transition from programmed learnings to viral learnings.
• Transition from a logic of entertainment by attention to an entertainment on-demand.
• Content becomes User Generated.
• Now are created new contents, languages, format, community of reference and models of business.
• It is necessary a deep knowledge of the consumers and their habits, following dynamical logics. There must be a continuous feedback in order to analyze and to manage strategically the incoming data.
• It's important to be find from the “niche consumers” (concept of the Long Tail of Chris Anderson) because all together constitute one important market share; the niche markets can exactly prosper thanks to the new technologies. Important then is to use the Web Analytics to discover information hidden in the long tail.
• The diffusion of the Wide Band is fundamental for using new media.
• Through the User Media Generated the consumer is not simpler user but from target she becomes coauthor and partner too. The companies must understand as they can make marketing and generate business taking advantage from these new kind of communication, from sharing of contents, from on-line experiences.
• It must use the web in order to acquire suggestions on the new products, what that instead the traditional marketing refuse because it see as an interference to it in the own comparisons from part of the consumer.
• Concepts of non-conventional Marketing: word-of-mouth, "buzz" effect, guerrilla marketing.
• Opportunities offered from Second Life, that is a creative environment and being involved through the creation of objects. The companies that enter in this virtual world make it for a mediathic return, or in alternative for a return strategic for just the productive cycle and in order to develop the own communication. In this phase, not being to us reference models, the important is to risk, to try, to experiment and to test, trying therefore to understand what is the better way in order to take advantage of these instruments.
• It has been spoken about visibility on the search engines in order to create a relation, therefore of the expectations that must satisfy a site in order to guarantee in net one sure reputation.

There were several currents of thought, like it's right that it is in a constructive comparison, but to the end all they agreed on the necessity to experiment and at the same time to measure results in order to correct the line.

See you at next post, now I go to experiment...
Roberto