Digital Disruption in Marketing and Communications

Digital Disruption in Marketing and Communications sets out the evolution of marketing and communication both in strategic and organizational terms. New emerging technologies such as artificial intelligence and the Internet of Things are the new frontiers of the future that are full of opportunities. Digital transformation has radically changed the way consumers and companies communicate and
engage each other. Companies must re-think their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that is radically changing the way consumers and companies communicate and engage each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers’ attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through the partnership Enel X – Formula E and e-mobility case, and PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book introduces the digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book ends up with a new holistic approach and with the identification of the future leader, through the H-FARM case (how to disrupt business models and education).