To win the consumers attention, more prone to advertisement, it is essential that companies interact with them. Equally important for the effectiveness of an advertising campaign is the ability to involve, amaze and entertain users in such a way as to encourage them to talk about a brand or product, spontaneously triggering a viral word of mouth. To achieve this, companies use different communication tools, especially web communication and digital marketing. Companies can choose to approach to these new phenomena, read them, understand them, interpret them, research and identify new advantages and opportunities; then start a process of change aimed at adapting the organization to a model that is able to fully exploit these phenomena. Or they could choose to ignore them, distance them, close their eyes, pretend they do not exist, convince themselves that they are only transitory phenomena of a technological nature and lacking relevance for the business. The goal of the work is to verify how the viral marketing instrument can help improve and strengthen business communication. In fact, by now, there are many companies that have decided to support and, in some cases, replace traditional communication with online communication.
From years the -postmodern‖ society has registered the transition of the consumer from a passive role to an active one where he is aware and informed on -prosumer‖ or on -value co-creator‖ according to the cooperative concept of the value co-creation put into a win-win logic; the transformation of the society, of the behaviour and the consumption typology have supported the development and the confirmation of particular techniques of communication and marketing which are able to strengthen the tools used for the relationship with the customer as well as the incitement occasion of the subjects that, due to the amount of information which they are involved in, can appear confused and absent-minded. This work analyses, also through the Red Bull case analysis, the potentiality and the role of the unconventional marketing -with particular references to guerrilla marketing, in supporting the communication of companies and creating incentives among the firm and the potential consumers through tools and projects that allow the collection of feedback and information on the market. With the Red Bull case study the authors want highlight the unconventional marketing role in the communication strategy and value co-creation activity. The case highlights the successes of Red Bull Company using unconventional marketing tools to deliver the value proposition toward the customers.
The way of doing marketing has substantially changed in the digital age. This change represented the direct consequence of a technological revolution that has led to a radical change in the way in which consumers relate to products, companies and markets. Among the most evident manifestations of such process the figure of the cyber consumer emerges, which is characterized by the desire to express the uniqueness through the personalization of products or services one buys, the brands being uses and researched information. Even the prices are often established by the consumer, on the basis of the willingness to pay and the value he attributes to individual goods. The above-mentioned conditions have highlighted the inadequacy of traditional marketing methodologies, focused on the company rather than the consumer and voted for a generally unilateral communication, in responding effectively to these needs. Today, consumers want to maintain transparent relationships with companies through two-way communication, expertly nourished with information and entertainment content and open to external input. The paper's goal is to discuss how internet-related tools can improve marketing content. What are the actions, to be put in place, to improve the marketing and communication in order to achieve a better relationship with the customer. Tools such as digital marketing, e-brand, storytelling, etc., are tools to improve relationships with customers by building a relationship that lasts over time.
Purpose -The introduction and growth of the Internet and modern technology has had a strong impact on the structures of companies and led to a change in the decisional processes. In the new economic scenarios, with the growth of social networks and Web 3.0, technologies go through developments and transformations that are of vital importance to ensure the competitiveness of companies.Methodology -The study analyzes the possibility of applying social networks to the new business models, underlining their importance not only with regard to managers but also, and especially, to crowdsourcing processes.Implications -The objective of the study is to focus on the impact that web 3.0 and social networks have on management and marketing decisions, underlining certain processes in order to improve the competitive advantages of companies.
To try to understand what the role of social media is in the process of starting and developing brand value.Furthermore, it will be examined how the transformation from brand loyalty to "brand trust" takes place. A survey will be carried out to bring participants to navigate on the Facebook page of a luxury brand. The aim is to measure the role of Social Media Marketing, by completing a questionnaire, in the process of developing brand value and strengthening affection for the brand. Thanks to an analysis of the reference literatures and through an analysis of the case, we have come to understand how, in luxury, social media contribute to developing brand value and strengthening affection
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