Digital strategies
In the two previous articles of this mini-series dedicated to the use and potential of Marketing Automation in mass consumption, we analyzed how it is A key tool for your strategy And how can it Make your marketing campaigns more effective . Let's now analyze, using a concrete case as an example, how it is possible to take advantage of marketing personalization tools to create a platform that allows you to simultaneously maintain a constant relationship with its consumers, managing to aggregate a community capable of fueling consumption but above all word-of-mouth . Let's take inspiration from one of the most successful cases in Italy: " In the mill that I would like " by Barilla.
In the mill I would like: the consumer as protagonist
Investigating and dialoguing with your consumers, collecting opinions and advice on panama cell phone number list products from them is one of the examples of activities that can create a bond that goes beyond the simple consumption of the product. The platform "Nel mulino che vorrei", born several years ago with the aim of collecting consumers' ideas, is evolving into a hub capable of collecting their advice but also of building their loyalty through the collection of points, the provision of coupons and gifts that allow consumers to be connected. Analyzing the results obtained to date - almost 11,000 ideas generated and over 1 million comments - we can certainly say that it is a successful solution and that the key lies in the ability to involve the consumer, to make him the protagonist of the brand's vision while inviting him to comment, vote and share the ideas generated by other people, thus creating a sense of belonging and brand community.