Cristian Mòdolo

Thank you,  Domenico Ioppolo for organizing this workshop. I was truly delighted to be here among such distinguished speakers at this remarkable conference. The title of this event, "Is the Brand Still Important?" is indeed thought-provoking, especially considering the significant changes we've witnessed in the marketing landscape. Customer behavior has evolved dramatically, with the digital customer now holding more power and being influenced by various sources. Additionally, the rapid advancement of technology, particularly the rise of artificial intelligence in the past nine months, has further transformed the playing field. While overall brand importance, as measured by various indicators, has shown a slowdown in growth, a closer examination reveals that companies embracing AI have experienced explosive growth in value. Notable examples include Microsoft, Nvidia, and other major players. This shift raises an important question: will customers remain loyal? I believe they will, as customers inherently seek connections with brands that understand their needs and share their values. As marketers, we must adapt to this new loyalty dynamic and harness the power of digital marketing to address each customer individually, leveraging available technologies to better serve them. In this changing landscape, the relationship between the customer's purpose and the company's purpose becomes crucial. Companies that effectively navigate these factors and maintain strong customer relationships will be the ones that thrive. There are numerous aspects to consider, but ultimately, I believe that focusing on the customers' individual needs and values will be the key to success in the ever-evolving world of marketing. #h2hmarketing

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Another step into the growing path

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Stay tuned

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SAVE THE DATE

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🌟 The Power of Retail Media 🌟 In today's digital age, retail media has become a game-changer for brands and retailers alike. By leveraging data-driven insights and targeted advertising, retail media allows businesses to reach consumers at the right moment, with the right message. 🔍 Why is Retail Media Important? - Enhanced Targeting: Retail media platforms provide unparalleled access to consumer data, enabling precise targeting and personalized marketing strategies. - Increased ROI: With the ability to measure and optimize campaigns in real-time, businesses can achieve higher returns on their advertising investments. - Seamless Integration: Retail media seamlessly integrates with e-commerce platforms, creating a cohesive shopping experience for consumers. - Brand Visibility: It offers brands the opportunity to stand out in a crowded marketplace, driving awareness and engagement. With Wavemaker and Beintoo, we have successfully tested the Lidl Plus app... something is moving, even in Italy... This is a significant step forward in our digital journey, showcasing the power of collaboration and innovation. Let's continue to push boundaries and drive digital transformation in the retail sector! #DigitalInnovation #RetailMedia #DigitalAdvertising

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Is your beer brand ready for No and Low-Alcohol trends in Italy’s On Premise?🍻   Demand for no and low-alcohol options is increasing across Italy, with almost 3 in 5 beer drinkers planning to reduce their alcohol consumption in the next 12 months. Discover how your brand can tap into these trends and safeguard your market share!   Learn about the preferences of Italian beer drinkers, the influences shaping their choices, and the strategies to capture their attention: https://lnkd.in/eyddsv3w #CGAbyNIQ #italy #marketshare #beercategory #beerinsights #onpremise #outofhome #horeca #brandposition #beer #noandlow #beverageinsights

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Driving Results with Innovation! Nurofencaps Launch in Italy 🇮🇹 Proud of Marika Tarquinio and Circana, to have partnered with Nurofen and Think with Google on their successful launch of Nurofencaps softgels in Italy, delivering measurable impact through innovative strategies. Here’s how they achieved outstanding results: Dual-Funnel Strategy: Combined upper-funnel awareness with lower-funnel sales activation, recognizing pharmacies as the key distribution channel for OTC health products in Italy. Cross-Media Approach: Leveraged YouTube’s AI-powered Video Reach Campaigns alongside TV to maximize reach efficiently. This strategy delivered 51M impressions, reaching nearly 60% of the target audience (25–54 years old) at 59% lower costs than average campaigns. Sales Impact: A 21% increase in pharmacy sales was observed in areas exposed to the campaign, with ROAS exceeding benchmarks for the pharma sector. By embracing AI-driven ad formats and focusing on both visibility and sales impact, brands can redefine their approach to digital marketing—even in highly regulated industries like pharma. Congratulations to Reckitt and dentsu for this game-changing launch! #Innovation #DigitalMarketing #PharmaMarketing #Circana

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In a joint study, the Zoomark International trade Fair and the market research company Nomisma analysed the non-food category of the Italian pet industry. The results shed light on the identity of a typical Italian pet owner. Read more in the current issue of 𝘗𝘌𝘛 𝘸𝘰𝘳𝘭𝘥𝘸𝘪𝘥𝘦 👇 #premiuminformation #petmarket #petindustry #petworldwidemagazine #petworldwide #printdigitalonline

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🍫 Ferrero has retained its grip on hazelnuts 🧑‍🍳 Buyer sentiments are changing 💱 The #Turkishlira and the #minimumwage #hike are a #worry for exporters Despite #Ferrero retaining a firm grip on the #market, #buyer #sentiments are starting to shift for #Turkish #hazelnuts. While the high #purchasing #bids announced by the #confectionary #giant in October are still impacting #prices, #buyers are no longer mainly committed to short-term purchases. #Exporters are now reporting that customers are slowly #adapting to the new #high price levels, especially for #shipments in the first #quarter. Read the full report on https://lnkd.in/eqYstDaS     #MundusAgri #agrinews #nutnews

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Positive industry data are a good sign, but sustainable growth requires constant attention to all economic sectors. 🌱 Confidence must be spread among businesses and consumers for stable progress. 📈🤝 #SustainableGrowth #EconomicIndicators #CzechEconomy

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Inflation is dragging #vending retail business down in #italy ? There is a simple solution how to increase your #vendingmachines sales … Take a look at this … ⬇️⬇️⬇️ #saas #AI #smartvending #increasesales #factories #inventorycontrol #manufacturingefficiency #newbusiness #boost #industrialvending

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Morosha - #2 in the category of the fastest growing vodka brands in the world!🥈 According to the results of the annual ranking of The Millionaires' Club Drinks Internetaional vodka brand Morosha took the second place in the category of the fastest growing vodka brands in the world, adding 51.6% compared to the previous year ↗ The Morosha brand also holds the 6th place in the overall ranking of vodka brands in the world, with the biggest year-on-year growth in the top ten!💪 Further - more!💯

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It has been since the time of Olivetti that Italy has not had a big player in the IT arena. However, It would be important to improve the reputation in acquisitions processes. The messages to the market, in my opinion, would to be more oriented towards a better moral commitment, this will be Luca Ferrari ‘s great challenge. The great results in terms of profitability must also be in terms of post M&A #bendingspoons #welldone

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DO YOU TRAVEL SMART? 🛣️ When traveling, especially on highways or through airports, you're often faced with two types of purchases. 📊 First, are the products you want and plan to buy at the best cost/value. 🛒 Second, are the products you need or didn’t plan to buy. 💡 Understanding this distinction can save you money and improve your travel experience. ✅ Products you want are those you’ve planned for. 📈 You've compared prices, considered quality, and chosen the best value. 🥪 For example, packing a lunch or snacks before a trip ensures you get good quality at a reasonable price. You’re prepared, and you know exactly what you’re consuming. 📱 Plus, you can use apps on your phone to double-check prices and make sure you're getting the best deal. 🏪 On the other hand, products you need or didn’t plan to buy often come from convenience-based outlets, like highway service areas or airport shops. 💸 These places capitalize on immediate needs and the lack of alternatives, often resulting in significantly higher prices and sometimes lower quality, like Paolo Caruso Foodiverso shows. 🤷‍♂️ It’s not what you would normally choose, but it’s convenient and necessary at that moment. 🔍 Unfortunately, these shops may not display EAN codes or sell products not available online, making price comparison challenging. 🚗 Next time you travel, try to anticipate your needs. Bringing food from home can be a simple yet effective way to ensure you’re not paying a premium for convenience. 💰 Your wallet and taste buds will thank you. #business #marketing #sales

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