{"id":16973,"date":"2022-09-19T16:39:55","date_gmt":"2022-09-19T14:39:55","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=16973"},"modified":"2022-09-26T08:19:31","modified_gmt":"2022-09-26T06:19:31","slug":"integrierte-b2b-kommunikation-digitaler-individueller-authentischer","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-09-19\/integrierte-b2b-kommunikation-digitaler-individueller-authentischer\/","title":{"rendered":"Comunicazione B2B integrata: pi\u00f9 digitale, pi\u00f9 individuale, pi\u00f9 autentica"},"content":{"rendered":"
\"\"
La comunicazione integrata B2B \u00e8 all'ordine del giorno in un contesto di crescente flusso di informazioni e di contemporanea incertezza del clima economico. (Illustrazione: Pixabay.com)<\/figcaption><\/figure>\n

I seguenti quattro impulsi per la comunicazione B2B integrata mostrano cosa \u00e8 importante se si vuole presentare il proprio marchio in modo pi\u00f9 digitale, individuale e autentico:\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<\/strong><\/p>\n

Impulso 1: comunicazione aziendale, PR e marketing diventano una cosa sola<\/strong><\/h3>\n

Nel frattempo, il principio del \"content first\" \u00e8 indiscusso. Per implementare questo Massima del marketing dei contenuti<\/a> per l'attuazione, \u00e8 necessario un approccio integrato. Ci\u00f2 \u00e8 dovuto esclusivamente al fatto che esistono sempre pi\u00f9 modi per entrare in contatto con il gruppo target. I clienti e le parti interessate devono essere accompagnati con messaggi coerenti durante l'intero customer journey. Ci\u00f2 richiede un ripensamento della comunicazione: \u00e8 necessario superare i vecchi confini tra i singoli dipartimenti e unire le forze in termini di comunicazione. \u00c8 quindi consigliabile istituire un ufficio centrale per la comunicazione esterna all'interno dell'azienda o richiedere il supporto di un'agenzia di comunicazione.<\/p>\n

2\u00b0 impulso: il<\/strong> Il viaggio del cliente \u00e8 sempre pi\u00f9 individualizzato<\/strong><\/h3>\n

Poich\u00e9 il viaggio del cliente inizia quasi sempre online, \u00e8 altamente individuale a causa della variet\u00e0 di canali e punti di contatto. Per raggiungere effettivamente i clienti e le parti interessate, \u00e8 necessario un contenuto personalizzato disponibile lungo i singoli punti di contatto. Su misura\" significa due cose: da un lato, le aziende si posizionano come partner affidabili che conoscono le esigenze di clienti e prospect e presentano la soluzione giusta. D'altra parte, le aziende sono tenute ad accompagnare ogni singolo prospect nel modo pi\u00f9 individuale possibile, perch\u00e9 non esistono due customer journey uguali.<\/p>\n

3\u00b0 impulso: la comunicazione autentica rafforza il marchio<\/strong><\/h3>\n

\u00c8 soprattutto grazie alla Generazione Z (i nati tra il 1997 e il 2010) che valori come la responsabilit\u00e0 morale, sociale ed ecologica stanno entrando nel mondo degli affari. Il modo in cui i clienti valutano un marchio \u00e8 strettamente legato all'autenticit\u00e0 e alle azioni di un'azienda. Lo studio \"Truth about Gen Z\" di McCann Worldgroup (Fonte: https:\/\/truthaboutgenz.mccannworldgroup.com\/p\/1)<\/a> mostra che il 57% degli intervistati pagherebbe di pi\u00f9 per i prodotti di un'azienda che condivide i loro valori. L'impegno sociale, la diversit\u00e0 e la tutela dell'ambiente occupano i primi posti. Anche le aziende B2B fanno bene a essere chiare sul loro scopo e a comunicarlo in modo autentico.<\/p>\n

Impulso 4: coaching sulla comunicazione per una maggiore competenza<\/strong><\/h3>\n

Il settore della comunicazione e del marketing \u00e8 sempre pi\u00f9 frenetico. I marketer sono tenuti a rimanere sempre aggiornati. Devono essere consapevoli degli aspetti legali (DSGVO, cookie), dei nuovi formati e canali.n<\/span> o strumenti digitali spesso non \u00e8 possibile a causa di vincoli di tempo. Gli sparring partner esterni, come le agenzie, possono fornire impulsi importanti. Entrambe le parti traggono vantaggio quando lo scambio di apprezzamenti avviene su un piano di parit\u00e0 e quando un'azienda pu\u00f2 utilizzare la propria agenzia come sparring partner.it<\/span> non solo come un banco di lavoro esteso. Le agenzie devono essere disposte a condividere le loro conoscenze e ad adattarsi alle sfide individuali di ogni cliente.<\/p>\n

Conclusione: siate pi\u00f9 digitali, pi\u00f9 individuali e pi\u00f9 autentici!<\/strong><\/h3>\n

Gli attuali sviluppi della comunicazione B2B sono fortemente guidati dal content marketing e da un cambiamento di valori: Per sopravvivere nella competizione con i propri prodotti e servizi, \u00e8 necessario un atteggiamento caratterizzato da responsabilit\u00e0 sociale, azione sostenibile e diversit\u00e0. Questo scopo deve essere comunicato in modo autentico. La comunicazione B2B integrata non \u00e8 solo complessa e a pi\u00f9 livelli, ma apre anche pi\u00f9 possibilit\u00e0 che mai. La massima non pu\u00f2 quindi che essere: essere pi\u00f9 digitali, pi\u00f9 individuali e pi\u00f9 autentici.<\/p>\n

Autore:
\n<\/b>La dott.ssa Venera D'Elia \u00e8 responsabile dello sviluppo commerciale e consulente senior di M\u00f6ller Horcher Kommunikation (www.moeller-horcher.de<\/a>) a Offenbach. L'agenzia si concentra sulla comunicazione a supporto delle vendite e mantiene ottimi contatti con i media del settore e del commercio. \u00c8 anche l'ideatore di questo articolo, che abbiamo pubblicato qui<\/a> hanno gi\u00e0 pubblicato.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Die folgenden vier Impulse f\u00fcr eine integrierte B2B-Kommunikation zeigen, worauf es ankommt, wenn man die eigene Marke digitaler, individueller und authentischer pr\u00e4sentieren m\u00f6chte:\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0 1. Impuls: Unternehmenskommunikation, PR und Marketing werden eins Mittlerweile ist der Grundsatz \u201eContent first\u201c unumstritten. Um diese Content-Marketing-Maxime umzusetzen, braucht es einen integrierten […]<\/p>\n","protected":false},"author":4,"featured_media":16974,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Integrierte B2B-Kommunikation","_yoast_wpseo_metadesc":"Immer mehr Kan\u00e4le, anspruchsvollere Kunden, eine immense Informationsflut, digitale Tools erfordern eine integrierte B2B-Kommunikation.","articlekey":"","footnotes":""},"categories":[29],"tags":[115,163,308,339],"class_list":["post-16973","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-checklisten","tag-e-commerce","tag-kommunikation","tag-marketing"],"acf":[],"yoast_head":"\nIntegrierte B2B-Kommunikation: Digitaler, individueller, authentischer - Organisator<\/title>\n<meta name=\"description\" content=\"Immer mehr Kan\u00e4le, anspruchsvollere Kunden, eine immense 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