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The Compass of Trust for Management
Customer trust is the main driver of the economic performance of a business. This is even more true in digital channels, the have a strong need for trust. To fully grasp the opportunities deriving from new technologies, it is necessary to move towards omnichannel marketing, that places the customer at the center of the business and its channels. This is the way to model the organization, the processes, ...
The Challenges and Methods of Remote Sales
A survey conducted by SDA Bocconi sheds light on the behavior of sellers during the months of the lockdown and the evolution of remote selling during the pandemic .
The Key Points of the Digital Transformation of Go-to-market
Given the changes that are taking place in the customer journey, due to the advent of digital channels, there is an inevitable transformation in touchpoints, stores, and the functions performed by distribution companies. As a direct consequence, the channel policies of upstream companies must also be radically innovated, rethinking the traditional go-to-market logics. In this context, industrial companies ...
Brand Management between Back to the Future and Interstellar
Today brands are one of the most precious corporate assets that exist, and also an important business tool. The priorities for brand management can be summarized with three I’s: “immersion” in both physical and digital reality; “integration” of channels, devices, platforms, and sources of value; “impact” that is not only economic, but also ethical and social. Those priorities correspond ...
The New Normal in Marketing
Digital transition, ecological transition, smart working, and smart living are the key elements of the return to the post-pandemic normal. Having success in markets that change so radically and rapidly is not a challenge of little account for the Chief Marketing Officers and Marketing Managers of today. It is necessary to make a significant contribution for a responsible approach to the market and ...
Ten Areas of Action to Redesign the Sales Function
The Covid-19 era has imposed deep transformations on sales organizations, and above all, required them to answer the question of how to manage the recovery in a new normal . A study by the Commercial Excellence Lab at SDA Bocconi has identified the ten areas of action for sales organizations in the post-pandemic future: process redesign, data-driven approach, new customer segmentations, redefinition ...
The New Logics and Growth Trajectories of Powered Advertising
The communicative potential offered by new technologies has profoundly modified the marketing tools in the hands of advertisers. “Powered advertising” indicates a new model of advertising based on new digital technologies and data. “Powered advertising” offers significant advantages with respect to traditional advertising strategies, as it offers a means of advertising that is measurable and ...