Marangoni takes ‘digital route’ for promotion
Marangoni Group has decided to go the digital way for brand promotion. The company has said that it will be relying more on the potential of the Internet, especially on the digital platforms, for promoting the company’s image and of staying in contact with customers.
For many years, participating in sector events has been one of the most preferred means of promotion for companies. However, today, all this seems insufficient as it involves an approach that, at times, is generic and disorganised, especially in the case of large companies, whose organisation is becoming increasingly complex, branching out and rapidly changing: in order to promote it effectively and facilitate interaction with customers and stakeholders, other tools are needed.
“Today, the set of technologies known as ‘4.0’ has become the means of communication par excellence, representing the world as it is. It involves going from the experience of promotion to promoting an experience. Or, in other words, going from the ‘virtuality’ of trade fairs to the ‘reality’ offered by the latest technologies. It is not a paradox, but something that is happening before our very eyes” said Dino Maggioni, Managing Director of the Marangoni Group.
Unlike the simple ‘one-to-one’ relationships established at trade fairs, digital technologies ensure “horizontal” and direct dialogue with customers, suppliers and stakeholders in general; they offer huge potential for growth, both internationally and globally; and, finally, they facilitate the creation of a network of relationships that forms a real ‘community, which can be maintained over time, the company said.
In 2018, the Marangoni Group has launched a number of major information and promotional campaigns on its digital channels.