Marketing and 4-way digital communication

I returned yesterday from a web-meeting ended with an electrifying speaking by Mark Camisani Calzolari, web marketing guru. With magnetism, on the edge of clever irony, has attracted the attention of all participants, explaining the world of digital marketing and new Web scenarios as described in his latest book: Enterprise 4.0.

Mark Camisani Calzolari, disruptive innovator, is among the leading experts in marketing and digital communications. External tutor for the University of Milan, collaborates with the Politecnico di Milano and other institutions. He writes for major magazines. In addition to research, teaching and consulting for large companies (Mediaset and LA7, IKEA, Mondadori, Yamaha, Audi, Confcommercio to name a few) covering institutional and corporate assignments. Speakage He founded, and many platforms Livepetitions inside of the new Web . Site Blog: www.camisanicalzolari.com

This post is dedicated to all web-designers, in addition to producing technical packages and qualitatively competitive, want to offer their customers a broad and effective support by exploiting the changing landscape of Web 2.0. Interesting chapter on the 10th in 50 riepiologo pages of all those web sites or services that are changing forever the digital market, and which will soon be very difficult to stop ...

"The New Web, which some call Web 2.0 or, if related businesses, often 2.0 Enterprise includes many useful tools modern enterprise. While it is increasingly evident as the New Web is really necessary modern company, the other is still difficult to understand what tools can replace or supplement the traditional ones and for what functions.

A year ago Camisani Calzolari Marco and Franco Giacomazzi, "grand old man" of marketing in Italy, have decided to work on a project that had the objective to create order and find similarities between sustainable New Web tools and functions.

We left and we thought of as supported by three pillars: the Value Proposition (what value the company offers), leOperations (the activities of design, production and distribution) and the joint report of the business. The joint report is a process to create a link between the company and any of his interlocutor and, now more than ever, is an essential component of marketing activities and conditioning element for the proper functioning of the enterprise.

Defined the concept of communicative relations we have seen in its main areas in which it can manifest itself in the business world and organizations: the relationship with the market, with stakeholders and, finally, that between the company and its employees. In essence, we analyzed the two worlds: the inner and outer, then "Inside" and "Outside." We felt that the joint report could only move through carriers that are an interpretive model that rotates through all possible combinations: Inside-Outside, Inside-Inside-Outside Outside, Inside-Out.

In each of the four directions we have combined the tools and platforms of the New Web presenting a conceptual framework and structured oriented for use by managers.
More precisely in the direction in-out, the more traditional function of the company because it involves the similar relationship to the outside, including actions are triggered by and against the market and stakeholders, supported not only by traditional instruments but also from those proposed by the New Web

Inside In-Inside the direction that the management of the joint report within the company, highlights the opportunities offered by new tools, focusing on the concept of participation.
In Off-Off shows the ways and means to generate the joint report of subjects outside the enterprise on matters that involve: user-generated content from their viral spread between individuals or communities. This communication takes place even if the company does not want it, and without any apparent control by the latter.

Finally, the Inside-Out management includes actions aimed at bringing relevant information within the company to function as ilmarket sensing, acquisition of knowledge, or monitoring of what is said on it and its products. In essence, the treaties are instruments that facilitate the "transmission" of information from the environment within the company.

The four-way model offers a potential interpretive tool that made the New Web diposizione being used successfully by companies, without the excessive influence of the mode (open a corporate blog with no place within a larger project and structured can be pointless, a waste of time and money). "

Enterprise 4.0