The Young Group of Assocalzaturifici considers the latest developments of the web so as to understand how to exploit new technology to best promote Made in Italy

It is increasingly important for small Italian firms to promote their products in an innovative also on the Internet. This was discussed during the annual assembly of Giovani Imprenditori (young entrepreneurs) of Assocalzaturifici who called on some experts to consider the latest developments on the web and social networks.

It is no longer a case of being present on the Internet but of talking with users, who are at the same time clients and increasingly experts in the web and social networks, following all the steps online through to the final stage of sales, also off line. This concerns in particular the international network with potential clients who are certainly interested in Made in Italy but who need updating on products

explained the chairman of the Young Entrepreneurs group Gilberto Ballin, when opening the assembly. In a period when our economy requires new stimulus the Internet can offer enormous potential. According to the Internet Export Report Google-Doxa, global demand for products Made in Italy has increased by +4.1% and during 2013 export of Italian goods brought in a revenue of over 68 billion euro. The key to success lies in giving a suitable identity to a brand and promoting it through the right channels to open up opportunities. For example, e-commerce is a means of enabling also small and medium firms access to a wide and varied international market without intermediaries. The speakers included a noted television personality and expert in digital media Carlo Massarini, who presented a report under the heading “Comunicare è far participare (communicate and encourage participation)”, Stefano Scapin, Regional Vice-President of Groupon, who explained the potential of digital coupons and Andrea Bellomo, Creative Director of Bee Free, who illustrated means by which firms can use the method of “storytelling” in new media to involve the public. Then WGSN Special Projects Manager Vanessa Belleau presented some case histories of international fashion brands, offering ideas for new opportunities of digital marketing.