Digital Marketing and industrial design at an ADI event

Digital transformation is pervasively affecting all business functions and is driven particularly by digital marketing and e-commerce. The technological revolution has turned into a cultural revolution and has changed consumer values and their purchasing behaviors.

The concepts of time, experience, and personalization are at the core of the value proposition of successful distributors, and our talk on Digital Marketing focuses on these concepts at the working group on distribution issues and the sale of Italian industrial design products and services. The event is organized by the Distribution and Services Department of ADI, coordinated by Prof. Arch. Patrizia di Costanzo.

We will present proposals to address many open questions such as:

• How to respond to new purchasing behaviors in industrial design?
• What tools should be used to redesign the relationship platform with customers?
• How to offer personalized experiences and excite our audience?
• What types of content should be produced to engage stakeholders?

The objective of the initiative is to promote a common information action toward the actors involved, converge knowledge and expectations, redesign roles, scenarios, and locations, and formulate a new competitive logic that allows for the tracing of common strategies to increase innovation and the effectiveness of the offering.

>> Read Eugenia Benelli’s presentation “Distributing design: the competitive advantages of digital marketing” on SlideShare

Participants in the ADI event

• ADI: Luciano Galimberti (national president), Marika Aakesson (president of ADI Lazio), Riccardo Diotallevi (Executive Committee), Franco Caimi (Business Department);
• ARS – Architecture that Sounds: Eugenia Benelli, Architecture That Sounds (Web Agency);
• CODICE A BARRE: Alessio Gismondi (Craftsmanship/Design);
• CONFCOMMERCIO ROMA: Simona Petrozzi (President of Women in the Tertiary Sector);
• CONFCOMMERCIO: Fabio Fulvio and Roberto Pone (Marketing, Innovation and Internationalization Area, System Services Directorate);
• GIANCARLO CUTELLO, architect and designer;
• ELI: Marcello Ciccaglioni (publishing/bookstore);
• IKONOS DESIGN: Andrea and Guido Gigli (Furniture);
• MONDELLIANI: Federico Mondello (Optician, production of the Mondelliani Line);
• na3: Nicola Auciello (Architecture Studio);
• XOFFICE: Michelangiolo Bernabei (Contract);
• LAZIO REGION: Gian Paolo Manzella (Regional Councilor for Economic Development, Trade and Craftsmanship, Start-Ups, “Lazio Creativo” and Innovation);
• RINASCENTE: Vittorio Radice (Vice President).