|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||Digital marketing e piattaforme multilaterali: il caso di Fazland|
|Titolo in inglese||Digital marketing and multisided platforms: the case of Fazland|
|Struttura||Dipartimento di Studi Linguistici e Culturali|
|Corso di studi||LANGUAGES FOR COMMUNICATION IN INTERNATIONAL ENTERPRISES AND ORGANIZATIONS - LINGUE PER LA COMUNICAZIONE NELL'IMPRESA E NELLE ORGANIZZAZIONI INTERNAZIONALI|
|Data inizio appello||2020-03-16|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2060-03-16|
L’elaborato presenta un’analisi complessa rispetto alle strategie di digital marketing che le startup con modello di business piattaforma multilaterale hanno adottato per servire entrambi i lati del mercato, produttori e consumatori, nelle varie fasi del loro ciclo di vita.
The current work presents a deep analysis of digital marketing strategies that innovative startups as multisided platforms have adopted for serving both sides of the market, producers and consumers, in the various phases of their life cycle. The main focus of my analysis is indeed the study of the establishment and development of a platform business model through the use of instruments of digital communication and traditional communication tools. Relying on the analysis of the phenomenon of innovative startups and small and medium-sized enterprises in the Italian market, this work is dedicated to the explanation of multisided platforms that can be defined as an innovative business model that can grow to scale more rapidly and efficiently compared to traditional business models. The chicken and egg dilemma (in this case producers or consumers) and the metrics to be adopted are key issues. One of the main issue is the focus on the theoretical study of digital marketing and media, both online and offline, that startups have at their disposal and that they utilize in the customers’ conversion path from their knowledge of the platform to the purchase. In addition, the last section of the work presents the actual analysis, where is provided the theoretical application of Fazland’s case study, a successful Italian startup based in Reggio Emilia, its platform’s launch strategy for solving the chicken and egg problem, the adopted metrics and the means of communication, both online and offline, for its communication campaign aimed at serving both professionals and consumers. To carry out this analysis, a face-to-face interview with Fazland’s executives was conducted.