Digital Communication and Storytelling for the Made in italy. The case of Tecnica Group

Abstract

The dissertation focuses on the importance of digital communication and storytelling operating in the Made in Italy business. The emergence of new technologies and the change of perspective from a cultural and economic point of view, have raised important opportunities for companies involved in the made in Italy sector, which face the possibility to take advantage of the web to satisfy the global demand.

Digital communication becomes a fundamental mean to spread the Italian reputation worldwide, through the use of new media and revolutionized communication and marketing mechanisms. The expansion of markets in which Italian companies operate coincides with the necessity of explaining cultural contents in a completely new and efficient way, on which the value of the Italian product is based. Italian manufacturers, hence, take up international challenges showing their products to a wider target of consumers and adopting adequate channels to engage them.

According to specific theories, the dissertation analyzes the diffusion of Internet and digital tools, representing a turning point to achieve these goals, and the consequent cultural change brought by the development of new technologies. The discussion has been supported by four Italian cases of excellence, advocates of successful digital strategies which have positively influenced their businesses in the Made in Italy sector. Finally, Tecnica Group has been chosen as the specific case of analysis in order to understand the impact of new digital opportunities from a communication perspective. The complexity of having many brands performing in several areas of reference and focusing on different consumer targets have led the Group to face a challenging revolution, taking advantage of digital opportunities through a customized adoption process for each brand.