ABSTRACT
A company communication process must focus on what to say, how and when to say it, to whom to say it, and how often it should be said. Marketing communications aim at building a dialogue with customers and stakeholders in order to strengthen their loyalty, as well as to reinforce their commitment to the company. Managing and coordinating the entire communications process calls for integrated marketing communications (IMC). The new frontier of marketing communications and public relations implies moving from mass communication to more targeted and customised communications where the consumers have a peer-to-peer relationship with the brand. An important and core component of digital marketing strategy is the social media strategy. In the digital world, the appeal of mobile marketing increasingly becomes strategic due to the presence of smart phones and tablets everywhere: 5,112 billion unique mobile users and 3,484 billion active social media users in the world (almost half of the worldwide population). Digital marketing is a powerful tool of communication, engagement, loyalty, reputation, and the Pietro Coricelli Olive Oil case shows how it can drive a company to successfully face a potential threat, raise reputation, and regain lost market shares and revenues.
Key finding: digital communications mean mass customised communication.
