Abstract:
In the first chapter of the dissertation is analyzed the comparison between the traditional marketing channels of communication –such as press, television and radio- and the digital ones in terms of ROI. Moreover, will be discussed the impact of the investments on the reputation and awareness of a brand and the differences in terms of traceability of the impact of these means on the sellout.
In the second chapter are introduced the roadblocks of the digital environment considering all the problems and complexities related to the possibility of measuring the impact of digital investments on the sellout. Furthermore, is discussed the problematic of having in the digital world a multi-variable ecosystem that is hard to be divided into all its different elements.
If the third chapter is dedicated to the issues related to the digital system, the third one is a celebration of the different means that the digital manager can exploit to reach consumers and to achieve different objectives. The reason of this choice is to introduce the reader to the concept of a new way of targeting people related to the goals that brands or companies want to achieve in the digital environment which radically differs from the traditional one.
The fourth chapter is an introduction to all the literature and the numeric researches that have been developed until now in support of the thesis. Moreover, the section is enriched by a dedicated paragraph to the tools that today are available to the companies to study the response of the sellout on the digital investments with a specific focus on the Lancôme case.
The last chapter is dedicated to the conclusions.
