The next mile: in conversation with Flavia Rubino

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Digitale Rosa, organised by EuropaCube Innovation Business School, is going to open its doors in two days. 16 women speakers will deliver their talks to an audience of digital professionals coming from all over Italy. “Grow, share and learn” is the motto of Digitale Rosa and it will be entirely dedicated to the exploration of digital marketing.

Digitale Rosa

 

Digitale Rosa

Among the speakers, I had the chance to spend some time with Flavia Rubino, Strategic Digital Marketer and founder of The Talking Village and Your Brand Camp.

Digitale Rosa

Milan, Athens, London, Rome are the main cities in which Flavia lived and worked for companies such as Reckitt Benckiser, Procter & Gamble and Johnson & Johnson, gaining experience in the consumer goods industry. After 15 years working for big companies, she made a switch in her career starting her own business.

At the moment we jumped into the skype call, Flavia was preparing her presentation for Digitale Rosa. The topic is “Participatory branding: how to connect brand stories to people lives.” A title that suggests a different approach to marketing. Without forgetting the core principles of traditional marketing, Flavia is promoting a new way for brands and consumers to talk to each others. It’s not old style advertising in which the relation between the brand and the consumers was kind of top-down. “I am talking about real conversations. It’s all about building relationships with active users and influencers of the web who have in common and identify themselves with specific values.” Flavia suggests to separate the real participation from the apparent one. How many times did you already hear the term “influencer”? We all know that influencers are “individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship.” [businessdictionary.com] But how many times can we talk about real influencers? It’s not the followers’ number of an influencer that makes the difference but the conversion, in other words, the point at which a recipient of a marketing message performs a desired action. “I’d like to convey the idea that (good) marketing generates value, a truthful dialogue between brands and consumers both online and offline.

Good #marketing generates a truthful dialogue between brands and consumers @FlaviaRubino666 Click To Tweet

One of the reasons why I appreciated talking with Flavia is her commitment for qualitative digital marketing. Let’s be honest. There are a lot of bad marketing habits and disbeliefs about marketing campaigns and most of the times companies and marketers put the accent on the so-called “vanity metrics” instead of conversions and real engagement. “Our task is driving people to the next mile. Reputation, trust and relationship building are key concepts of traditional marketing as well as of digital one and they are more and more influencing the communication”. Online conversations should be meaningful and Flavia is playing her role in promoting this approach. During the Digitale Rosa event Flavia will also present some good case studies and we’d love to hear your comments and thoughts about this talk and the other presentations that are going to be delivered.

Digitale Rosa

Online conversations should be meaningful. #digitalmarketing #digitalerosa Click To Tweet

 

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