{"id":27943,"date":"2024-06-24T01:34:39","date_gmt":"2024-06-23T23:34:39","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=216948"},"modified":"2024-11-10T09:39:32","modified_gmt":"2024-11-10T08:39:32","slug":"die-macht-der-unvollkommenheit-wie-auch-lueckenhafte-daten-messbare-erfolge-ermoeglichen","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2024-06-24\/die-macht-der-unvollkommenheit-wie-auch-lueckenhafte-daten-messbare-erfolge-ermoeglichen\/","title":{"rendered":"Il potere dell'imperfezione: come anche i dati incompleti consentono un successo misurabile"},"content":{"rendered":"<p><img class=\"alignnone wp-image-216949 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/06\/Gastbeitrag.jpg\" alt=\"CRM \" width=\"1200\" height=\"900\" \/>La risonanza si genera comunicando in modo specifico per il gruppo target e, in particolare, basato sulle esigenze e personalizzato: al momento ottimale, nel posto giusto, con il mezzo giusto, un messaggio pertinente e quindi altamente individualizzato. La conoscenza dei potenziali clienti e quindi la qualit\u00e0 dei dati disponibili nella gestione delle relazioni con i clienti (CRM) giocano un ruolo decisivo. Ci\u00f2 comporta nuove sfide, in quanto questi dati spesso non sono aggiornati, sono incompleti e quindi sembrano avere un'utilit\u00e0 limitata ai fini del marketing.<\/p>\r\n<h3>Dati attuali<\/h3>\r\n<p>In parole povere, lo sappiamo: Quanto pi\u00f9 aggiornati e completi sono i dati dei clienti nel CRM, tanto pi\u00f9 alto \u00e8 il potenziale di vendita dell'azienda. Il trucco consiste quindi nell'utilizzare risorse limitate per creare in modo rapido ed efficiente una base di dati per varie misure come il cross-selling o il lead scoring. L'automazione del marketing offre risultati affidabili in questo contesto. Si tratta di uno sviluppo graduale, basato sui dati e quindi mirato, dei canali di comunicazione e delle campagne su tutti i canali di comunicazione, digitali e cartacei. L'attenzione rimane concentrata sulla comunicazione orientata al marchio e al mercato, con i suoi specifici obiettivi di marketing operativo. A ci\u00f2 si accompagna quasi automaticamente un continuo arricchimento dei dati CRM esistenti: Questo perch\u00e9 la comunicazione programmata o attivata ottimizza il database in ogni ciclo, sia per le future misure di marketing che per le vendite.<\/p>\r\n<h3>Scalabilit\u00e0<\/h3>\r\n<p>Un altro vantaggio dell'automazione del marketing basata sul CRM \u00e8 la sua scalabilit\u00e0: sulla base dei cosiddetti elementi di attivazione, il percorso di comunicazione viene impostato una volta per ogni evento e pu\u00f2 poi essere automatizzato e riprodotto continuamente. Attraverso elementi di dialogo specificamente integrati, le reazioni e quindi i dati del gruppo target vengono registrati tempestivamente, in modo da poter misurare e ottimizzare le prestazioni della campagna. Questa trasparenza consente di allineare le strategie di marketing e di vendita nel loro complesso direttamente al feedback del mercato.<\/p>\r\n<h3>Quali trigger possono essere utilizzati per perseguire quali obiettivi di marketing operativo?  Come e dove il canale della stampa migliora i risultati?<\/h3>\r\n<p><img class=\"alignnone size-full wp-image-216990\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/06\/Farner.jpg\" alt=\"\" width=\"1200\" height=\"1362\" \/><\/p>\r\n<h3>Campagne media programmatiche<\/h3>\r\n<p>In una fase successiva, ad esempio, si potrebbero concepire campagne programmatiche sui media con l'obiettivo di generare lead (registrazioni alla newsletter, ecc.). I dati dei clienti\/CRM esistenti possono essere anonimizzati digitalmente, abbinati a parametri online e tradotti in segmenti di gruppi target. Gli inserzionisti la cui profondit\u00e0 di dati non \u00e8 (ancora) sufficiente possono utilizzare segmenti di dati curati da noti fornitori di dati o addirittura creare pubblici personalizzati. Questi vengono poi memorizzati come targeting nelle piattaforme di campagna per la distribuzione mirata di contenuti pubblicitari digitali.<\/p>\r\n<p>Nel complesso, l'automazione del marketing rappresenta una soluzione pragmatica alle sfide del moderno marketing multicanale. Consentendo una comunicazione guidata dai dati e quindi mirata, apre la strada a un utilizzo efficiente dei dati esistenti, anche se incompleti, e all'aggiornamento, all'integrazione e alla generazione continua di informazioni aggiuntive rilevanti. La scalabilit\u00e0 di questo metodo e la tempestivit\u00e0 delle risposte offrono un'ulteriore flessibilit\u00e0 e consentono un adattamento efficiente alle risorse interne e alle esigenze di un mercato in rapida evoluzione.<\/p>\r\n<hr \/>\r\n<p><strong>*Alex Schmid \u00e8 Topic Lead Dialogue presso Farner.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>In tempi di sovraccarico di informazioni e di distrazione costante, generare attenzione \u00e8 diventata la sfida fondamentale del marketing. Ma la comunicazione deve generare risonanza: solo cos\u00ec si creer\u00e0 un coinvolgimento profondo con il marchio, che alla fine porter\u00e0 a una decisione di acquisto.<\/p>","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":"CRM","_yoast_wpseo_metadesc":"Zielgerichtete CRM-Daten verbessern Marketing Automation und erh\u00f6hen Umsatzpotenzial durch personalisierte Kommunikation","articlekey":"","footnotes":""},"categories":[29],"tags":[136,4278,339],"class_list":["post-27943","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-crm","tag-gastbeitrag","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Die Macht der Unvollkommenheit: Wie auch l\u00fcckenhafte Daten messbare Erfolge erm\u00f6glichen - 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