{"id":5278,"date":"2016-02-10T18:38:09","date_gmt":"2016-02-10T17:38:09","guid":{"rendered":"https:\/\/www.b2binternationalgroup.com\/?p=5278"},"modified":"2022-03-13T17:27:20","modified_gmt":"2022-03-13T16:27:20","slug":"la-presa-in-giro-del-20-nel-marketing-e-nella-vendita","status":"publish","type":"post","link":"https:\/\/b2binternationalgroup.com\/it\/blog\/la-presa-in-giro-del-20-nel-marketing-e-nella-vendita\/","title":{"rendered":"La presa in giro del \u201c2.0\u201d nel marketing e nella vendita"},"content":{"rendered":"

Ieri sera a casa di amici ho visto un libro di\u00a0scuola media intitolato \u201cReligione 2.0\u201d.<\/p>\n

\"lead<\/a>A parte che vorrei conoscere i responsabili del titolo per suggerire loro un percorso riabilitativo\u2026 la cosa mi ha portato a riflettere su come molti settori usino ormai nascondersi dietro il 2.0<\/em>.<\/p>\n

Il primo \u00e8 stato il mondo del web, che si \u00e8 auto-definito \u201cWeb 2.0\u201d per rifarsi una verginit\u00e0 dopo la figura di m. della bolla di fine anni \u201990.<\/p>\n

Ma oggi su Google se cerchi 2.0<\/i> saltano fuori anche amenit\u00e0 come \u201cAssociazione nonni 2.0\u201d (!!! poveri nipoti), e come \u201cPolleria Milano 2.0\u201d (questi sono dei grandissimi).<\/p>\n

Insomma oggi c\u2019\u00e8 questo andazzo secondo cui<\/p>\n

2.0 = digitale\/figo\/nuovo = migliore<\/strong><\/p>\n

Ebbene, \u00e8 mia modesta ma granitica opinione che si tratti di una colossale presa in giro. Un falso ideologico.\u00a0<\/strong><\/p>\n

Prendiamo il mondo del marketing e della vendita.<\/p>\n

Nel marketing, il digitale ha portato sicuramente delle novit\u00e0: il PayPerClick, l\u2019email marketing, ecc.<\/p>\n

A seconda del mercato in cui operi, e del target cui ti rivolgi, sono autentiche killer application.<\/p>\n

Ma in altri settori sono solo perdite di tempo.
\nProva ad esempio a vendere un servizio per migliorare la \u201ctop line growth\u201d delle aziende che fatturano tra 50 e 200 milioni di Euro, e dimmi quanti lead qualificati generi con le ricerche su AdWords ogni mese\u2026<\/p>\n

Anche nella vendita il digitale ha portato sicuramente delle novit\u00e0: pensiamo all\u2019e-commerce.<\/p>\n

Ma si pu\u00f2 forse vendere online qualunque prodotto o servizio?<\/p>\n

Oppure servono ancora dei bravi venditori 1.0, \u201canalogici\u201d, in carne ed ossa, che fanno i chilometri ogni giorno, si sentono dire tanti no, e a fine mese portano a casa il fatturato?<\/p>\n

.<\/span><\/p>\n

Quindi, a chiunque pensi di risolvere ogni esigenza di marketing e di vendita con l\u2019approccio
\n2.0 = digitale\/figo\/nuovo<\/i>, suggerisco di procedere con molta attenzione.<\/p>\n

La vera killer application semmai oggi \u00e8 la multicanalit\u00e0: mixare media e strumenti digitali con media e strumenti tradizionali.\u00a0<\/strong><\/h3>\n

Noi ad esempio, per noi stessi, acquisiamo nuovi clienti usando:<\/p>\n

– PayPerClick, digitale
\n– Telemarketing, tradizionale
\n– Email marketing, digitale
\n– Mailing cartaceo, tradizionale
\n– E-commerce per la vendita di prodotti, digitale
\n– Vendita di persona per vendere servizi, tradizionale<\/p>\n

.<\/span><\/p>\n

Vuoi vedere un esempio concreto di come tradizionale e digitale possano funzionare bene insieme?<\/p>\n

Questa \u00e8 una vera campagna di lead generation<\/a><\/strong>. Avrebbe sicuramente fatto pi\u00f9 figo chiamarla Campagna 2.0. Invece l\u2019abbiamo chiamata Campagna 1-2-3, perch\u00e9 \u00e8 una sequenza che concatena tre iniziative: mailing cartaceo, email, telefono.<\/p>\n

E\u2019 pronta all\u2019uso: c\u2019\u00e8 dentro il modello di lettera, il modello di email, e il modello di script telefonico.<\/p>\n

Provare per credere:
\n https:\/\/system2sell.leadpages.co\/campagna123-vsl-lp\/<\/a><\/strong><\/p>\n

.<\/span><\/p>\n

.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Ieri sera a casa di amici ho visto un libro di\u00a0scuola media intitolato \u201cReligione 2.0\u201d. A parte che vorrei conoscere i responsabili del titolo per suggerire loro un percorso riabilitativo\u2026 la cosa mi ha portato a riflettere su come molti settori usino ormai nascondersi dietro il 2.0. Il primo \u00e8 stato il mondo del web, […]<\/p>\n","protected":false},"author":1,"featured_media":5279,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":{"facebook_10217992583913499_886210664750371":""},"rop_publish_now_history":[],"rop_publish_now_status":"pending","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[82],"tags":[],"class_list":["post-5278","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing","entry"],"yoast_head":"\nLa presa in giro del \u201c2.0\u201d nel marketing e nella vendita<\/title>\n<meta name=\"description\" content=\"Vera campagna di lead generation multicanale e pronta all'uso. 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