“Digital, measurement and personalization of the message”
The key formula is in this statement. At least to respond to the needs of this historical phase where the physical and the digital converge.

We have been collecting data for years. More and more. And today we talk about BIG DATA.
We have been analyzing the data returned from campaigns for years (still very few). And today we talk about CUSTOMER EXPERIENCE.
For years we have been chasing customers with the ambition of anticipating them. Few succeed. And today we talk about CUSTOMIZATION.
(and I'll stop here...)

From my point of observation, there is only one truth = hitting the target today means going back to 1to1 marketing, where the target is potentially a cluster but in the communication it will be called Luca, Giulia, Valeria, Claire, Francesco, Carlo, Silvia, Marcello , … and in the process it will be totally personalized.

NOTHING IS CREATED
I don't believe in randomness and the growth of something from nothing. Today we all start from an already existing experience.

Continuing, the creation of a relationship of trust certainly has a beginning and can have an end, but in terms of creation, it in turn starts from a conscious beginning in the consumer, often evident or latent, which manifests itself if stimulated in the way and at the right time. Today, I don't believe a process can be created out of nothing. There are so many evident and latent stimuli that the process of awareness of a primary or accessory need becomes part of a medium-long journey, where the departure corresponds to the end of something else. Try to think of any product you use.

Today, it can happen that you buy a pair of shoes that are different from the usual and that you were satisfied with when your relationship changes for an objective reason (it disappointed me, it broke too soon, ...) or a subjective one (I no longer like it, it's not more fashionable, you will find a more beautiful one, …). In this the new has transformed an END into a new BEGINNING. Your experience continues with the new and in the best cases it grows starting from a new beginning connected to a previous end, i.e. from a past experience. The example can also be applied to other similar durable goods, for example electronics, cars, motorbikes, ... Soon even for food we could say that the relationship has a BEGINNING after an END and that with increasingly greater difficulty it will have a phase of creation, especially for a consumer who is increasingly knowledgeable and knowledgeable about food.

I am convinced that, in this journey where the END and the BEGINNING are not just part of a changing loyalty process, the relationship between consumer, brand and product is constantly evolving. The task of marketing consequently becomes both that of developing conscious change strategies and reaction and prediction of the same. Not only emotional but above all experiential, and in this Digital Marketing offers a lot, from the co-creation of value to the augmented shopping experience.

NOTHING IS DESTROYED
I don't even believe in the absolute END of a relationship.

A relationship between consumer and Brand can end but cannot destroy the relationship and knowledge that has been built over time in terms of value.

In recent years, Digital Marketing is growing violently. It is connecting like an octopus to all the disciplines that share with it information necessary for its modern applications and is increasingly capturing data. In this ecosystem everything is quickly related and can be traced back to basic information, for example who our customer is and from here it starts again by expanding its connection links towards the purchasing experience, attitudes, behaviour, purchases, etc... A multitude of data that grows over time and which will increasingly constitute the cultural heritage of companies and above all the pulsating intelligence of the production of goods and services.

When a strong relationship between consumer and Brand ends, how can we imagine that something is "destroyed"? perhaps the bond will change, but this change will also be a new source of information and reasoning. From here a new conscious analysis of the Brand could begin to improve the relationship with the consumer and prevent the case from happening again or that the relationship can be recovered in the future. Nothing is destroyed today.

EVERYTHING TRANSFORMS
If nothing is createable and nothing is destructible, we can only say that everything is transformed.

The experiential path develops continuously, placing the Brand and Product always in the verification phase. The certainties of the past are the potential precursor to failure if they are not continually verified.

Compared to the models of the past, today we live in a historical phase where information is very fast and multi-channel. Consequently, stimuli and messages arrive continuously with very different and very often random rules and habits. Defining models today is very difficult unless they are quickly linked to real-time measurement factors that make them increasingly less old.

My experience of both analysis and study leads me increasingly to cancel my absolute certainties and to recognize the new foundations in the new and the modern. It seems to be a response to the times but in reality it is a need of the present, driven by the awareness that a connected market is a continuously evolving market and being marketing scholars and analyzers is a role that has now been overcome by the facts.

Today we need to be pragmatic marketing visionaries to anticipate the transformation! Some will say that this has always been their role but with the data in hand few will be able to prove it.

Thank you!