ROUTES: IVASS UPDATE
Ivass Thematic Area: ADMINISTRATIVE AND MANAGEMENT
Ivass Area Module: Marketing and communication techniques

OBJECTIVES

"THE NEW MARKETING" NECKLACE

Marketing 4.0 introduces a new process of approaching the product and sharing by the Customer: the so-called 5 A model. The most effective way to "measure" the effectiveness of a commercial campaign is to calculate the "conversion rate ”From one phase to the next.

Without this necessary premise, the course aims to identify four main models of Customer Journey, also represented graphically, to which a fifth "ideal" will be added.

The teaching develops with a path full of examples and "cases" drawn from different product sectors.

DURATION

1 hours

CONTENTS

Module 1 - Marketing 4.0 metrics

  • From the product to the experience
  • The Customer Journey: the 5 A
  • Increase productivity ... ... with some risk
  • The metrics
  • Attractiveness and curiosity
  • Commitment and affinity
  • LEARNING STOP

 

Module 2 - Increase attractiveness

  • The models
  • Increased attractiveness
  • Companies with a human face
  • Communicating values ​​and experiences
  • Innovation and customization
  • LEARNING STOP

 

Module 3 - The model knob

Typical of consumer goods, this model concerns goods that usually do not cost much, and therefore allow customers to buy momentum without too many comparisons.

Consequently, the Customer in this case focuses on price and immediate availability. Loyalty is pretty low.

  • Characteristics of the knob
  • Wars between brands
  • Increase affinity
  • Customer engagement
  • Gamification
  • LEARNING STOP

 

Module 4 - The model of trumpet

Typical of luxury, this model is characterized by a high level of affinity.  The paradox of these products is that many recommend them, but few can afford them.

  • Features
  • Promote engagement
  • Omnichannel
  • LEARNING STOP

 

Module 5 - The model offunnel

Typical of durable goods and services, it is the model in which all phases of the sale are touched by the customer and in which experience is particularly important.

  • Features
  • Increase commitment and affinity
  • Customer experience in Insurance
  • LEARNING STOP

 

Module 6 - The model of fish

Typical of B2B contexts, this model is characterized by the high level of curiosity and requests. On the other hand, companies often do a lot of research before choosing a supplier.

  • Features
  • Optimize curiosity
  • LEARNING STOP

 

Module 7 - Conclusions

The ideal model of the bow tie.  As ideal, it is a model that is difficult to achieve, but that can be taken as a starting point to improve the steps of the customer journey.

  • An ideal model: the papillon
  • Conclusion

 

FINAL TEST

TECHNICAL REQUIREMENTS:

Acrobat Reader

PDF documents are exported for version 5 but are compatible with later versions of Acrobat Reader released up to the update date of this file.

Browser

  • Internet Explorer 10
  • Internet Explorer 11
  • Mozilla Firefox
  • Google Chrome

JavaScript enabled

Pop-up blocker disabled

Minimum video resolution

The courses are optimized for a 1024 × 768 display on PCs and tablets of at least 7 inches.

Speakers or headphones (in case of multimedia products)

DATA TRACKING METHOD: SCORM 1.2

DEVELOPMENT TECHNOLOGY:

HTML5

Certification / Certificate:

Final reports and certificate of use (also compliant with the provisions of the IVASS Regulation).

PRODUCED BY:

PIAZZA COPERNICO

Content edited by: LYVE

Teacher: Antonio Sanna

COURSE CODE:

0001-20-03