Siglacom Strategy Keynote
Omnichannel strategy

Mirco Vanoni - Project Manager
The evolution of the social context combined with the evolution of digital tools has meant that the classic communication and marketing strategies were no longer effective, this required the development of new strategies that perfectly integrate the digital world to the physical world, opening up to the concept of omnichannel.
In the beginning the communication and marketing strategies were managed separately between the physical world and the digital world, with the change occurred thanks to technology and social platforms, so the social networks jointly at the level of technological development in mobile devices have sanctioned a profound change in the social context making the world much smaller and more connected by creating new needs for users, who want to integrate technology to the physical world to the point of wearing the same technology and using it to amplify their feelings.
This has established a clear line of demarcation between the classic and strategies
the current ones, once concepts like showrooming and webrooming were considered negative, on the one hand for the physical world and on the other for the digital world, today instead the new strategic current, the omnichannel allows us to build a single strategy able to ride and follow both channels producing maximum results and maximum effectiveness in all digital strategies.

To correctly develop the omnichannel strategies it is necessary to combine the assets present in the physical world and those present in the digital world, conveying them the new all-encompassing assets able to generate the best possible results for the business strategies of the present of the future.

Omnichannel Strategy 
Omnichannel strategies provide for an interconnection between multiple available channels, where one is complementary to the other with the same strategic objective.
A coherent strategic communication is studied for the various channels of diffusion, guaranteeing a coherent customer experience in all physical and digital channels, offering a much higher return than the classic communication and marketing strategies

MARKETING AND COMMUNICATION STRATEGY: digital as a lever of the omnichannel approach

  • Development of responsive websites and e-commerce
  • Statistical analysis and network feedback
  • Content management
  • Social media management
  • Online advertising
  • Media campaigns
  • Human resources training and digital transformation
  • Brand strategy construction and management
  • Brand architechture development and management
  • Social networks strategies management and coordination
  • Social networks analysis and listening
  • Strategic event planning
  • Definition of marketing personas
Sviluppo siti web responsive ed e-commerce
To be successful in online sales are not enough only the typical 4P of marketing (product, price, point of sale, promotion), but it is necessary to instill and win the trust of the customer. The obstacle of distance and lack of a direct approach between seller and consumer, is faced by creating simple, fast and cross-device e-commerce sites.
To achieve cross-device usability, the development platform guarantees the best responsive design, which allows web pages to automatically adapt to the user's screen resolution, making all content accessible and browsing fast and intuitive from any device.
Our websites and e-commerce support more languages ​​and more reference markets: thanks to the tags recommended by Google in fact, it is possible not only to structure contents and catalogs differentiated by market and language, but it is also possible to specifically target indexing on particular countries .

Statistical analysis and network feedback
To monitor the progress of the Internet project, both website and e-commerce, analytical tools are used to identify the characteristics of its users, usage habits, the keywords of reference and also allow to calibrate the subsequent steps of the project thanks to the feedback received.
The measurement of these data is essential to constantly improve the e-commerce marketing strategy: to do so, the analytical tools of Google are used (Google Analytics, Google Search Console on all), to guarantee objectivity and comparability of data.

Content management
Content Managament, the management of content, is the whole activity that involves communication on the website. Content management activities include the writing of texts in the project start-up phase, the organization of the contents, the information architecture, the optimization of graphic and visual aspects, the updating, the organization of the editorial staff, until to the independent management of the customer of their site through dedicated and optimized cross-device administration areas (Content Management System).

Social media management
The social media mangement intends the management of profiles, pages and campaigns on social networks and develops through the definition of the objectives to be achieved, the creation of an editorial plan that serves as a sounding board for the contents present at the site, subsequently it is necessary to create a community of followers thanks to the creation of content of interest and finally it is necessary to retain and engage its audience in order to obtain returns of various kinds: brand awareness, purchases or commercially relevant contacts and / or predictive feedback on new strategies and products.

Online advertising and media campaigns
To talk about online advertising you can use different terminologies: Online Advertising, Digital Advertising or Web Advertising.
All this world is web advertising or online advertising: that is all paid activities with which you can communicate on the web. This great family is part of the Search Engine Advertising (Google AdWords, Bing Advertising, advertising banners, ...), Social Advertising (Facebook Ads, Linkedin Ads, Twitter Ads, ...), the DEM (Direct Email Marketing) and finally the activities of Native Advertising or advertorial.

Coordination of company human resources and digital transformation
Communicating properly on the internet and taking advantage of all the chances this world makes available comes from a change in business mentality.
It becomes necessary to "enter the internet" or think of everything that happens in the company in a web context.
The web must be experienced by all internal resources, involved in the process of creating business value, as an inexhaustible resource of opportunities to increase brand value, generate new business opportunities, engage potential targets.
The Siglacom team supports companies in this transition, helping all players to keep their focus on the objectives defined and stimulating the right level of participation and enthusiasm, as well as finding the right balance between the divergent internal and external drives of the company.
This task is the essence of high-level project management.

Construction and management of a brand strategy
The Siglacom team is able to support customers in the construction and management of an effective brand strategy.
Branding strategies or brand strategies are at the heart of marketing.
Often in Italian companies there is a limit in developing a brand strategy (or brand strategy) due to a communication tradition that focuses on product innovations in the technical sense and / or technological innovation.
The Italian excellence in creating high quality products in the past has defended companies from the competition and this has led to a lack of interest in strengthening the brand and in the strategies that see the brand at the center of communication.
Siglacom strategic consultants are able to accompany companies and their staff to the correct setting and management of effective brand strategies.
The path of creating and managing a brand strategy consists first of all in the clear definition of the company's objectives in terms of positioning its products / services on the market, reference targets and medium-term vision.
On this basis, the strategies for the correct definition of the brand are built, which often takes the form of a new design of the company logo and claim, for its promotion on the various media (web, paper, TV and radio) and for the control of the trend over time.
Having a clear brand strategy and relying on consultants able to coordinate and carry out all the necessary activities, is also essential for opening up new market opportunities and entering new and foreign niches.

Creation and management of a brand architechture
For companies, there is often the need to organize and manage an effective brand architecture.
The brand architecture is the structure of the brands within the organization and represents the relationship between the brands of the same company.
By correctly managing the brand architecture, it is possible to protect the market in the best possible way, avoiding cannibalization among the brands and building an excellent structure capable of embracing the different needs of the targets.
The correct structure of the brand architecture derives from a careful creation and management of the brand identity and is able to increase the company's market shares.

Management and coordination of strategies for social networks
Communication on social networks is today fundamental for every type of company. This is because every company today thanks to the Internet, to its website and to social networks is a "media" that is a producer and, potentially, disclosure of contents.
Social networks are the catalyst for the potential targets of companies and must be managed and managed in the best way: social networks can be a megaphone of what a company does and is on the market.
Social networks are very powerful communication channels for companies, because they stimulate the popularity of a brand and communication with customers.
It is therefore essential to strategically and operationally manage the presence of a company on social networks with an approach that goes beyond simply opening a Facebook page or an Instagram profile, through the creation of a well-balanced strategy and an editorial plan. effective.
The approach to social networks must therefore provide for the study of the social language, the production of content designed to respond to specific objectives and the constant monitoring of continuous evolutions that social media have both technically and, above all, communicatively.
Communication on social networks has its own rules and every social media manager must know and be able to manage the specific communication rules of each social network, be it Facebook, LinkedIn, Instagram, YouTube, etc.
Thus managed social networks can become a source of great opportunities for the company and its brands, both as a listening to their target customer base and as a tool for generating return on investment.
Publishing content of interest and well inserted within a communication plan, serves to increase the engagement in their followers (as well as to increase quality and quantity). This increase of engagement, of participation, allows to increase the number of interactions and feedback from its users and to have much more material to make analysis and orient their strategies.
The increase in quality and quantity of followers also allows constant monitoring of the wishes of their potential customers, as well as serving for better management of customer care.

Strategic event planning
In Siglacom we talk about strategic planning of events to identify the importance of defining the strategic objectives that must govern the creation or participation of a company in an event.
The event is a very strong tool for exposing company values and for this reason it must be managed and planned in detail to ensure both the effectiveness and correctness of this communication.
The professionals of the Siglacom team assist the customer in the management of the details that guarantee the success of an event for the purposes that the company has: reaching targets, taking care of the targets, enhancing the business relations and promoting co-marketing activities. .
From the invitation to the final thanks, there are dozens of opportunities that must be exploited in an event: Siglacom's task is to put them to the client's point of view and maximize the opportunities for communicative and business return.

Definition of marketing personas
The approach used for the implementation of marketing strategies and related web and communication declinations, is based on the definition of the so-called "user personas", able to generate a virtuous circle through which to optimize the return on investment.
The "user personas" are invented figures, prototypes, which represent the different types of users of a given company. These serve as representations of the objectives and behaviors of hypothetical groups of users, defined according to the behavior patterns, skills, attitudes and social environment in which these "prototypes" move.
The definition of these prototypes is fundamental for marketing in order to understand and better delineate the type of product / service that you want to offer on the market.
The web social environment is a formidable tool for identifying the characteristics of these groups of people, due to its highly analyzable nature in terms of feedback received, behavioral habits and needs expressed.
In the development model of a marketing strategy that is based on the web as the central point of its activities, it is important to decline this concept in a flexible way that includes different stages of development:
1. identification of the ideal user / consumer based on the company's needs
2. definition of the ideal user / consumer thanks to the experience acquired on the network by the project team
3. creation and management of online and offline marketing strategies
4. analysis and constant alignment of these prototypes based on the real feedback coming from the network and from the outside world

Analysis and listening to social networks
Social Media is a very important place for the constant listening of consumers, a "square" within which to find new ideas and new ideas for the improvement of its products and services.
Social Media is a very powerful tool and a highly "live" place: their supervision must therefore be managed with care and attention, without underestimating its impact with weak and marginal strategies.
Companies and professionals therefore have the duty to oversee the social networks in order to understand their consumers and, consequently, to structure their business proposals.
For these purposes the Social Media Listening and Intelligence service has been developed: a service that deals with the identification of trends and relevant information within the Social channels and which aims to provide new elements that can drive, or at least to influence, the strategic choices of the company.
The Social Media Listening, which is the analysis of digital conversations on social channels, provides an exquisitely qualitative data deriving from the analysis of digital conversations concerning the topics of interest for the Brand and its digital reputation.
All these analyzes contribute to the structuring of a digital and traditional communication strategy and provide a continuous reservoir of ideas and ideas for business improvement.
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