Breganze, un paese rinomato nel mondo per prodotti vinicoli, enogastronomici, e molto altro ancora. Tuttavia, un paese che presenta molte lacune e scarsità di informazioni relativamente al "Business Online" - (Web, E-Commerce, App) e all'utilizzo dei canali di "Social Media".
Questa una relazione di quanto riscontrato, nella speranza che le aziende che recepiscono il cambiamento richiesto dal mercato, mi diano la possibilità di aiutarle a muovere i passi giusti in un mondo in continua evoluzione. 2015, a year that has been define the "key" for social media investments. I could agree with that, if every single country would have invested in it, in the same way as other countries has compared to Italy. The funny fact is that I live and work in a country where news gets viral in less time then products and services sold through "social commerce". Here is where my country is at today, and the numbers talks, no need to explain that the "social shift" hasn't happened yet for the majority of the italian companies. Considering that the Italian population reaches almost 61 millions of people, and little bit over half of them (around 60%) uses internet, it might sound like a high percentage, but it’s really not because the time spent on the web doesn’t go over the 4.5 hours, while from a mobile device they are even less 2.2 hours per day with an average of 4.4 hours from a mobile desktop and 2.7 hours from a mobile device. Now I am inviting you to think that being devices portable and allowing users to practically bring the internet with them wherever they are, and still Italians companies aren't taking advantage of the benefits that mobile internet gives them, can you imagine how that number can grow if they did jump on the train? Numbers also shows that in 2014 the internet penetration in Italy has reached little bit over 58% .. and has increased of only by 2% in 2015. Stats says also that since January 2014 the number of people connected has incremented only by 5% of mobile users and 36% of people actively using social media from their mobile devices with an average of 23%. Not least the traffic generated from Social Media is lower compared to the one generated by the use of search engines, mainly due because of inadequate links or the lack of information about the web itself. And we’re in 2015... does this makes you wonder? Of course it does… Being a developed country with some of the most famous companies in the world for the Made in Italy, we are still the tale of the internet world. For me it isn't easy to say but we are at “Social Marketing 0.1” and not viceversa 1.0 or up. Italy has still to really open up to the potentials offered by the internet, due to the competition between companies that offers internet connection services lacking in the abilities of reaching and satisfy high speed internet and also due to the misinformation that is unfortunately spreading through the country. Here is a visual overview about the use of digital channels in Italy: Italy being one of the biggest country for mobile phones and smart phones users, can we might say, that maybe mobile marketing will be the future? I am finding myself in a country where young to over aged people uses mobile devices with extreme easyness, still yet, e-commerce / social commerce aren’t picking up as they are in other countries, no matter we have such a high percentage of potential customers, they all gets lost and left behind, and I still say that in the year 2015 due to the lack of infomation and trust by people with online payments and online security, causes the country to not grow properly and to not stay on top of a plate rich of food...so to say... But what does people that connects with the internet with a smartphone? We can easily see that only 23% of smartphone owners uses social media apps, while only 26% uses their mobile devices to watch online videos, and even a lower 16% uses location-based services. Whatsapp has become the “fashion” with a share of 25% while Facebook is only positioning at the second place with a share of 24%, followed by Facebook Messenger with 17%, Skype and Shazam with 11% that are used more compared to Twitter and Google+ both at 10%, and at the bottom of the list we find Instagram at 6%, Linkedin and Pinterest both at 5%. My reseach reveals that Italians uses their mobile devices to connect with instant messaging apps and to get done some of the activities that otherwise before would have been done with a desktop. We can see that Facebook mostly serves to talk with people or to post news, photos and videos but not used by companies to perform online customer service, to retain customers, or to simply use the many opportunities to get into the “social commerce” and increase revenues. Linkedin, is still considered just a platform where to post a business profile, without taking the benefits of posting, getting involved, talking and connecting with professionals and create new projects, working opportunities and networking. As for Pinterest a platform almost unknown… as matter of a fact we can find it almost at the bottom of our list and here are the numbers for you: Active Users / Registered in Italy (Data from July to October 2014)
Numbers that highlists how companies are missing their chance to be on top of the online business, loosing the chance to increase their brand awareness, drastically grown their internet revenues, specially considering the delicate moment for the italian economy. Analyzing the next image created by We Are Social, we can see that the percentage of people looking for information about products before buying and of the ones who buys are 39% only, this means that have 61% of the Italian population who still doesn’t use social media to either find information about products/services and are still buying the traditional way, while mobile users not always end up in buying something. Being Italian, I am not proud to say that we’re not a step behind compared to other countries such as England, perhaps, but ten steps behind, even know Milan is the heart of the new social media business. Numbers are still low, and while other countries are exploring and opening the door to super fast internet and running the show through social media, we still find ourselves fighting to have a simple Adsl … yes we still haven’t the entire country covered with adsl … and yes… we're in 2015… Hello! Still today Some companies aren't including in their online marketing strategies, the mobile aspects, cutting out a part of their potential customers, even if web think about of how there is so much to do in Italy within the internet and the social media platforms loosing the one in a lifetime opportunity to go with flow, jumping into the new "social business". Numbers says that in Italy out of 60 millions people, only 28 millions of them owe an active social media account, that means that 31 millions of people does not… and just this number suggest how much companies are loosing chances to make their clientele grow and get some business done. 46% of Italians has at least one social media account increased only by 4% compared to 2014, keeping on going with the math… is less then half of the population…. So 51% are not… does this number make you think? Yes, i am sure it does… In the last year the number of social media users from a mobile devices has increased of only 11%, and only by 8% the number of social media accounts opened, while the number of people connected to the internet has grown of just the 3%... If we look at the following image, we can see that in the world there are more then 2 billions of social media active accounts, lead by Singapore with 66% and surprisingly Italy with 46% compared to the 45% of France and 35% of Germany. Looking at the details, we can see that the internet population in Italy is of 36.6 millions, 28 millions of them has a social media account (grown by 8%, some says this number is still increasing). 22 million of Italians are using social from a mobile device, the 36% of the total Italian population. So, by doing a little more math, just 1/3 of Italians are using the internet, 33% of them doesn’t have a social account, and 49% aren’t accessing socials from a mobile device (and two out of three people owns a mobile phone)… My conclusion is that Italy hasn't still really hit the “social wave”, the country and the market are certainly growing, but not as fast as they needs to. I'm convinced that all it’s needed it’s a bit more trust in technology, without being scared or doubtful of the world, changing, because fresh ideas, positive changes are always good to consider and to go after, for business advancement, for self knowledge, and to motivate companies, encouraging them to invest even in a difficult moment for the world and the economy. We can see a dramatically slow increase of social network users. The door is open, social platforms are adding daily features and constantly evolving to adapt to the market needs. Is up to government to push companies to trust again in investing in online business and through to the “social phenomena” bring Italy back to the big bucks. Will 2015 be the key? Stay tuned to find out... |
ArchivesBarbara BattistinWrite something about yourself. No need to be fancy, just an overview. Categories |