{"id":15509,"date":"2022-06-30T00:31:09","date_gmt":"2022-06-29T22:31:09","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=180902"},"modified":"2022-07-23T16:00:43","modified_gmt":"2022-07-23T14:00:43","slug":"was-bedeutet-eigentlich-ubiquitaer","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-06-30\/was-bedeutet-eigentlich-ubiquitaer\/","title":{"rendered":"Cosa significa effettivamente \"ubiquo\"?"},"content":{"rendered":"<img class=\"aligncenter wp-image-158930 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich.jpg\" alt=\"Cosa significa in realt\u00e0\" width=\"1200\" height=\"801\" \/>\u00c8 giusto chiamare le cose ubiquitarie, perch\u00e9 suona cos\u00ec altezzoso e intelligente. Metaverso, Bitcoin, NFT e altri termini del paese delle meraviglie digitali sono onnipresenti. Il primo sembra un po' polveroso e il secondo addirittura fermo agli anni Novanta. E poich\u00e9 il termine \"tutto o niente\" si applica ovunque nella comunicazione e nel marketing, vale a dire che qualcosa funziona bene o non funziona affatto, l'aggettivo \u00e8 perfettamente adatto anche in questo caso. Anche se i suoi campi di applicazione originari sono in realt\u00e0 contesti biologici o teologici: Il nostro settore \u00e8 abituato a rubare termini da altre discipline e ad apprezzarli.\r\n\r\nLa biologia chiama ubiquit\u00e0 la caratteristica degli esseri viventi di non essere legati a un unico luogo, in teologia significa l'onnipresenza di un Dio. Nel mondo degli affari, e quindi nel marketing, si parla di ubiquit\u00e0 quando qualcosa viene utilizzato ovunque (campagne) o \u00e8 disponibile ovunque (prodotti).\r\n<h3>Importante nell'era dell'omnichannel<\/h3>\r\nL'origine della parola \u00e8 latina. Questo \u00e8 un motivo sufficiente per far sembrare coloro che lo usano pi\u00f9 accademici. Deriva dall'avverbio latino <em>ubique<\/em> che pu\u00f2 essere facilmente collegato al <em>ovunque<\/em> pu\u00f2 essere tradotto. Anche il Duden dice che nel suo significato generale fa parte della lingua elevata. Quindi chi lo usa riceve un cavalierato, per cos\u00ec dire, dalla massima autorit\u00e0.\r\n\r\nMa cosa stiamo cercando di dire? Tutti vorrebbero essere presenti ovunque: onnipresenti. Ma gli anni Duemila chiamano, e il marketing omnicanale \u00e8 quasi impossibile da conquistare a chiacchiere. Se si crede all'Omni-channel Maturity Index (ORI) dei rivenditori fissi svizzeri, pubblicato per la terza volta, allora in Svizzera non stiamo andando male. Grazie al quasi-duopolio di Migros e Coop e di tutte le loro filiali e consorelle. Sono di gran lunga i migliori nel rendere le merci (presto anche le bevande alcoliche) disponibili ovunque e per tutti.\r\n\r\nTuttavia, l'esigenza non \u00e8 solo svizzera. Negli Stati Uniti, in particolare, i giganti della tecnologia stanno sempre pi\u00f9 tornando ai punti vendita brick-and-mortar (fisici o fissi): Amazon e Tripadvisor stanno attualmente mostrando la strada con i loro negozi. Tuttavia, pochi possono permettersi di essere presenti ovunque. Ecco perch\u00e9 la parola viene usata anche quando le cose sono \"solo\" ampiamente diffuse, come sembra essere il caso delle bolle sempre pi\u00f9 ristrette dei social media.\r\n\r\n<hr \/>\r\n\r\n<em>*\u00a0<strong>Benno Maggi\u00a0<\/strong>\u00e8 co-fondatore e CEO di Partner &amp; Partner. Ha origliato l'industria per oltre 30 anni, scoprendo per noi parole e termini che possono essere usati per chiacchiere, pomposit\u00e0, eccitazione, giocare a Scarabeo o semplicemente perch\u00e9.<\/em>","protected":false},"excerpt":{"rendered":"<p>Es schickt sich gerade, Dinge als ubiquit\u00e4r zu bezeichnen, denn das klingt einfach so erhaben und gescheit. Metaverse, Bitcoin, NFT und andere Begriffe aus dem digitalen Wunderland sind es: allgegenw\u00e4rtig oder omnipr\u00e4sent. Ersteres wirkt halt etwas angestaubt und letzteres gar fest nach Nullerjahre. Und da aktuell \u00fcberall \u00aball-or-nothing\u00bb gilt in der Kommunikation und im Marketing, [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"ubiquit\u00e4r","_yoast_wpseo_metadesc":"Benno Maggi erkl\u00e4rt in seiner Kolumne \u00abWas bedeutet eigentlich...?\u00bb Begriffe aus dem Marketing- und Kommunikationsbereich.","articlekey":"","footnotes":""},"categories":[29],"tags":[3073],"class_list":["post-15509","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-ubiquitaer"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Was bedeutet eigentlich\u2026 \u00abubiquit\u00e4r\u00bb? - Organisator<\/title>\n<meta name=\"description\" content=\"Benno Maggi erkl\u00e4rt in seiner Kolumne \u00abWas bedeutet eigentlich...?\u00bb Begriffe aus dem Marketing- und Kommunikationsbereich.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/was-bedeutet-eigentlich\/2022-06-29\/was-bedeutet-eigentlich-ubiquitaer\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Was bedeutet eigentlich\u2026 \u00abubiquit\u00e4r\u00bb? 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