Giulia Miglio

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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I'm excited to share the results of a group project I completed with my colleagues Mario Viani, Marta Ferrari, Marta Marocco, Simone Leo and Francesco Pelacchi on the baby diaper market. Our goal was to understand how consumers perceive different diaper products and identify the unmet needs they are trying to fulfill. This project aimed to understand consumer perception of baby diapers and their unmet needs. The research was conducted as part of a university course in Innovation Management and Product Development. The research was divided into several phases: - Survey Distribution: a questionnaire was distributed to all people who had changed more than 10 diapers in the past year; - Data Cleaning and Preparation: questionnaire data was cleaned and prepared for analysis; - Data Analysis using IBM SPSS: after cleaning the data, we coded it for import into IBM SPSS software. This allowed us to perform factor analysis, which identified four key consumer needs related to baby diapers: containment, ease of use, smart features, and sustainability; - Sociodemographic Analysis: we conducted a sociodemographic analysis to understand the needs and preferences of different consumer segments based on gender, age group, location, education level, and relationship to the child; - Competitive Market Analysis: we performed a qualitative market analysis to compare our hypothetical diaper product to leading competitors in the market; - Pricing Strategy: finally, we employed the Van Westendorp method to determine an optimal pricing strategy based on consumer responses. Key findings: - Consumers prioritize containment, ease of use, smart features, and sustainability when choosing baby diapers; -Different consumer segments have varying needs and preferences regarding diaper products; -Our hypothetical diaper product has the potential to compete effectively in the market based on its unique features and competitive pricing. Overall, this project provided valuable insights into consumer perception and unmet needs in the baby diaper market. The findings can be used to inform product development, marketing strategies, and pricing decisions for companies operating in this industry. #babydiapers #marketresearch #consumerperception #unmetneeds #innovationmanagement #productdevelopment

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Dyson takes care of the home ecosystem From the technological integration among ‘floor care’ and ‘environment care’ products emerges a new way to take care of ourselves and our living spaces

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Thanks to Havas Media Network Italy for these interesting insights about creative strategy and media strategy

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🎙Mastering the Art and Science of Marketing, key insights with Alessandra Bellini Dive into the art and science of marketing with Alessandra in this compelling episode of The Places We'll Go Show. Alessandra delves into why marketing is both a learned science and an innate art, emphasising the crucial role of human empathy and instinct in understanding consumer behaviour. She argues that the most effective marketing strategies blend analytical skills with a deep, intuitive understanding of human desires and behaviours. Known for her innovative approach, Alessandra seamlessly integrates technical marketing knowledge with a keen sense of human empathy to craft strategies that not only meet but anticipate consumer needs. Catch the full episode on your favourite platform: ➡️ YouTube: https://lnkd.in/eMKFmTbs ➡️ Spotify: https://lnkd.in/eqbSuE95 ➡️ iTunes: https://lnkd.in/eSTKYBKG The Places We'll Go Show is sponsored by Marketing Skills Trust. Ritchie Mehta #Tesco, #MarketingInsights, #CustomerEngagement, #RetailIndustry, #MarketingStrategies, #ConsumerBehavior, #CommercialOutcomes, #BusinessGrowth, #MarketingPodcast

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Stay tuned

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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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Super creative video construct to make you think about your buying habits.

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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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I’m so happy to have been selected as a new #member of the professional Public Relations network FERPI - Federazione Relazioni Pubbliche Italiana. Publuc Relations is essential to create the best #environment inside and outside a company. We can help to develop sustainable business #growth, to increase visibility or to protect a brand. But if I had to select one reason I love so much this job I would say building relationships since the most important aspect of our activity remains #trust. #communication #Publicrelations

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It has been a honour and a great pleasure teaching at Luiss Business School MBA elective on Consumer products and Retail. Those sectors have been forced to evolve and transform themselves to thrive. For some companies, sustainability goals have been the North Star in their strategic evolution and a key success factor. A glimpse of hope for the health of our planet and of our communities. #mbaelectives, #consumerproducts, #retail, #esg, #sustainability, #planet, #communities

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Powerful video below

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Today, I listened to TED Conferences with Giuseppe Stigliano 🎧. Giuseppe talks about the balance and harmony between consumerism and sustainability 🌍🌱. I think, every person, not necessarily involved in marketing or business, should listen to this speech. I heartily recommend it, it lasts only 16 minutes, and it can change your perspective, especially in the era of overconsumption and fast-fashion. 🛍️ #TedX #speech #marketing #marketingsuperhero #recommendation (available at: https://lnkd.in/e4SiWCPp)

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“Si sa che la gente dà buoni consigli Se non può più dare cattivo esempio “ Cantava Fabrizio De Andre’ : questo e’ quello che mi e’ venuto in mente quando una persona che conosco, appena assunta in una posizione chiave da un noto retailer,mi ha chiesto alcuni consigli 😀 Ho ripensato cio che avevo scritto qualche anno fa dopo essere uscito dal grande circo delle multinazionali in cui ho lavorato quasi 20 anni 😱 l’avevo definito “ a common sense manifesto”( link nei commenti) ✅1. Stop living on Ivory Tower: Subtitle : more than 3 days in the office is not good for your health and for your Organization Strategic thinking is the most important skill to write a Strategy but understanding the local competitive environment and knowing your customer , communicating to your team properly , setting the right tone of voice and executing day by day are all paramount to succeed ✅2.Your #people are keen to be inspired , they like stories but need examples Subtitle: People are not stupid!Walk the talk please “People want guidance, not rhetoric; they need to know what the plan of action is and how it will be implemented. They want to be given responsibility to help solve the problem and the authority to act on it.” –H. Schultz ✅3.Work hard and relentlessly, surrounding yourself with the right people Subtitle the footsteps you left behind are not the numbers you have delivered but the quality of people you have attracted and nurtured The people side in the Organization is too important to be delegated to HR! ✅4. Only if you love what you do and you have a genuine passion, can you influence and drive the Organization Subtitle: when you have lost your passion it is time to jump off the bus “Heart is what separates good from great” -M.Jordan ✅5.Store is the core Subtitle: yes we’re ops people “ folks on the front lines – the ones who actually talk to the customer – are the only ones who really know what’s going on out there.” -S.Walton ✅6.Stay curious and keep your eyes peeled Subtitle be proud and happy of what you have achieved but always humble enough to be keen to learn more ‘The greatest enemy of knowledge is not ignorance, it is the illusion of knowledge.’ -S. Hawking ✅7. Honour your sponsors and do not forget to give back Subtitle Reputation and track record are not enough Seek out people you respect to help you and guide you and never forget to give back : do the same for new/ younger colleagues in the organization ✅.8 Learn to be resilient Subtitle the wheel is turning and you are not an hamster! keep your personal values strong and never lose the respect of yourself and of your people.Because this is your own treasure: be ready to leave ✅9.Make family and friends a priority Subtitle never bet on one horse ✅ 10. Have Fun Subtitle:Life is too short for not having fun try always to to have fun and to find a ridiculous, funny or ironical aspect in all the serious, strategical, urgent stuff you are working on

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🌟 Thanks to Sara Scrittore for sharing her journey, thanks to SDA Bocconi Alumni and all the participants for supporting an inspiring event, “Changed by Women!” 🌟 As of today, no country in the world has achieved gender parity. According to the latest Global Gender Gap Index by the World Economic Forum (2023), the most advanced countries (Ireland, Finland, Norway, Sweden) have closed just over 80% of the gender gap, while others are much further behind. The index measures four dimensions of inequality between men and women each year: - Economic opportunities, - Education, - Health and survival, and - Political empowerment. Italy ranks 79th out of 146 countries. Much progress has been made, but there’s still more we can do. Looking at the historical trend, data shows that all countries are improving, but at the current rate of progress, it will take approximately 131 years to achieve gender parity worldwide. Equality of opportunity and inclusion are pillars for a sustainable society. Investing in the talent of all generations is a step toward a better future for everyone. 🙌 Let’s continue to promote diversity and inclusion! CHANGED BY WOMEN! 🌟 #DinnerSpeech Special thanks Rosa Manetta, Laura Ciccalè, Stefania Bistoni Sara Scrittore, Matteo Facchetti Claudia Donadon Renata Trinca Colonel, Silvia Draghi #EMBAWOMEN #D&I #sustainability

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Bravi strategia di marketing molto intelligente.

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