{"id":27622,"date":"2021-05-20T10:14:54","date_gmt":"2021-05-20T08:14:54","guid":{"rendered":"https:\/\/www.studiochiesa.it\/?p=27622"},"modified":"2024-03-26T17:39:08","modified_gmt":"2024-03-26T16:39:08","slug":"eventi-b2b-il-futuro-e-sempre-piu-ibrido","status":"publish","type":"post","link":"https:\/\/www.studiochiesa.it\/en\/eventi-b2b-il-futuro-e-sempre-piu-ibrido\/","title":{"rendered":"Eventi B2B: il futuro \u00e8 sempre pi\u00f9 ibrido"},"content":{"rendered":"

L\u2019industria degli eventi in Italia genera oltre 65 miliardi di euro, con un impatto sul PIL di 36,2 miliardi di euro l\u2019anno e coinvolge 569mila addetti ai lavori.<\/p>\n

Il 2020 \u00e8 stato l\u2019anno che ha registrato il pi\u00f9 alto numero di cancellazioni o rinvii di eventi, con oltre l\u201985% di annullamenti.<\/p>\n

Le necessit\u00e0 di distanziamento fisico hanno accelerato il processo di ricerca di nuovi canali di interazione, parimenti efficaci, portando a una concentrazione di scelte che \u00e8 virata sull\u2019online e sugli eventi virtuali.<\/p>\n

Persino il blasonato mondo della moda ha fatto propria questa modalit\u00e0: Gucci, storico brand del Made in Italy, ha scelto di celebrare in modalit\u00e0 virtuale i cento anni dalla nascita con il docufilm e la sfilata \u201cAria\u201d.<\/p>\n

Giorgio Armani ha utilizzato una modalit\u00e0 ibrida, sfilando a porte chiuse, ma accogliendo tutti in un \u201cvirtual front row\u201d, attraverso la trasmissione della sua sfilata sia in streaming online, sia in tv su La7 con l\u2019evento \u201cArmani in prima serata\u201d.<\/p>\n

Gli eventi virtuali, gi\u00e0 molto utilizzati anche dalle aziende B2B, sono stati cos\u00ec ufficialmente \u201csdoganati\u201d anche dalle aziende consumer.<\/p>\n

Seppure meno emozionali e impattanti degli eventi live, gli eventi virtuali hanno notevoli vantaggi: uno dei loro principali plus \u00e8 che permettono un targeting flessibile e selettivo del pubblico, quindi un maggiore coinvolgimento e l\u2019opportunit\u00e0 di un follow-up quasi in tempo reale, a un costo ridotto, caratteristica che ben si sposa con la consueta pragmaticit\u00e0 delle aziende B2B.<\/p>\n

Per ottimizzare l\u2019efficacia degli eventi virtuali garantendone un grande impatto mediatico sono indispensabili 3 fattori:<\/p>\n

    \n
  1. Rigorosa programmazione che prevede una strategia di \u201cprelancio\u201d, di lancio e di mantenimento, per garantire che il lancio virtuale del prodotto abbia un grande impatto;<\/li>\n
  2. Strategia teaser di \u201cpre-lancio\u201d, a generare \u201cbuzz\u201d communication attraverso una forte attivit\u00e0 di social media marketing a supporto;<\/li>\n
  3. Attenta gestione della fase di post-evento, per capitalizzare i risultati e i contatti \u201clead\u201d generati. Grazie alla costruzione di strumenti online dedicati (quali ad esempio landing page e minisiti), gli ospiti potranno continuare a lavorare sui temi dell\u2019evento, in preparazione di edizioni successive.<\/li>\n<\/ol>\n

    Un lancio dunque non \u00e8 pi\u00f9 un singolo momento ma \u00e8 una serie di momenti che lavorano insieme, costruiti l\u2019uno sull\u2019altro.<\/p>\n

    Il futuro degli eventi sembra dunque andare in direzione di modalit\u00e0 \u201cibride\u201d tra live e virtuale, in modo da coinvolgere audience pi\u00f9 ampie e allo stesso tempo di contenere e ottimizzare tempi e costi organizzativi.<\/p>","protected":false},"excerpt":{"rendered":"

    L\u2019industria degli eventi in Italia genera oltre 65 miliardi di euro, con un impatto sul PIL di 36,2 miliardi di euro l\u2019anno e coinvolge 569mila addetti ai lavori…<\/p>","protected":false},"author":5,"featured_media":27624,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137],"tags":[223],"class_list":["post-27622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-223"],"yoast_head":"\nEventi B2B: il futuro \u00e8 sempre pi\u00f9 ibrido - Studio Chiesa<\/title>\n<meta name=\"description\" content=\"L\u2019industria degli eventi in Italia genera oltre 65 miliardi di euro, con un impatto sul PIL di 36,2 miliardi di euro l\u2019anno.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.studiochiesa.it\/en\/eventi-b2b-il-futuro-e-sempre-piu-ibrido\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Eventi B2B: il futuro \u00e8 sempre pi\u00f9 ibrido\" \/>\n<meta property=\"og:description\" content=\"L\u2019industria degli eventi in Italia genera oltre 65 miliardi di euro, con un impatto sul PIL di 36,2 miliardi di euro l\u2019anno.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.studiochiesa.it\/en\/eventi-b2b-il-futuro-e-sempre-piu-ibrido\/\" \/>\n<meta property=\"og:site_name\" content=\"Studio Chiesa\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/pages\/Studio-Chiesa\/407194632625821\" \/>\n<meta property=\"article:published_time\" content=\"2021-05-20T08:14:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-26T16:39:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.studiochiesa.it\/wp-content\/uploads\/2021\/05\/2021_05_20_Ibrido.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Cristiano Tagliabue\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cristiano Tagliabue\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.studiochiesa.it\\\/eventi-b2b-il-futuro-e-sempre-piu-ibrido\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.studiochiesa.it\\\/eventi-b2b-il-futuro-e-sempre-piu-ibrido\\\/\"},\"author\":{\"name\":\"Cristiano Tagliabue\",\"@id\":\"https:\\\/\\\/www.studiochiesa.it\\\/en\\\/#\\\/schema\\\/person\\\/78fb53d354e92e9a310b4d0d2ce94361\"},\"headline\":\"Eventi B2B: il futuro \u00e8 sempre pi\u00f9 ibrido\",\"datePublished\":\"2021-05-20T08:14:54+00:00\",\"dateModified\":\"2024-03-26T16:39:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.studiochiesa.it\\\/eventi-b2b-il-futuro-e-sempre-piu-ibrido\\\/\"},\"wordCount\":405,\"publisher\":{\"@id\":\"https:\\\/\\\/www.studiochiesa.it\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.studiochiesa.it\\\/eventi-b2b-il-futuro-e-sempre-piu-ibrido\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.studiochiesa.it\\\/wp-content\\\/uploads\\\/2021\\\/05\\\/2021_05_20_Ibrido.jpg\",\"keywords\":[\"2023\"],\"articleSection\":[\"Digital Marketing\"],\"inLanguage\":\"en-GB\",\"copyrightYear\":\"2021\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.studiochiesa.it\\\/en\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.studiochiesa.it\\\/eventi-b2b-il-futuro-e-sempre-piu-ibrido\\\/\",\"url\":\"https:\\\/\\\/www.studiochiesa.it\\\/eventi-b2b-il-futuro-e-sempre-piu-ibrido\\\/\",\"name\":\"Eventi B2B: il futuro \u00e8 sempre pi\u00f9 ibrido - 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