Miriam Bertoli, a digital consultant for more than 15 years, explains how to identify the correct digital marketing strategy.

Also back this year there was one of the most important festivals on the digital scene, the Internet Festival, scheduled from October 6 to 9 in Pisa. Thursday, October 6, Miriam Bertoli ,was with us at the Internet Festival. During the panel discussion “Making the company competitive thanks to digital marketing: strategies and tools”, she explained how to identify the correct digital marketing strategy for our business.

Let's get to know her better!

Who is and what does Miriam Bertoli do?

I live in Venice, I have a degree in Languages and a Master in Marketing and Business Communication. My motto is “with grace but with determination”. For over 15 years I have been involved in digital marketing as a consultant and trainer of digital marketing “that works”, collaborating with companies, agencies, universities and training institutions.

What will you be speaking about at the Internet Festival?

I will be giving a workshop on defining a digital strategy. How to integrate digital marketing in a company, in short, starting from the objectives and needs of people and then arriving at the tools.

You have been in the digital marketing industry for more than 15 years. What has changed most in this time?

Everything has changed but the biggest and most disruptive changes regard the number of people who use the Internet - and consequently the centrality of digital technology in business marketing - and the time and activities we can do thanks to it, in everyday life . In 2000 I could hardly consult the website of my bank, if I even had one, and get the minimum of information on the nearest branches. Now I make home banking money transfers using apps or my laptop.

To define your way of working, you use the expression “gracefully”. Tell us more.

When there is information asymmetry between two parties that are communicating - which is the situation in which those who do my work often find themselves and you’re discussing with entrepreneurs and managers who have not yet developed digital skills - the party that has more information is in a position of strength and can take advantage of this, insisting bombastically, showing off their densest mumbo jumbo (a stream of in English, in our case). I have chosen to bring digital marketing into businesses by focusing on training and processes, gently instead of screaming. I think

You have been dealing with web communication for SMIs for a long time: how can web strategies help SMIs today?

They are indispensable for the survival of the company itself: product development, sales, new contact generation, after-sales assistance, training in the sales network, relations with stakeholders, opening new markets ... I could go on, but I think it's enough.

The ABC for a good website?

  • Suitable for the business targets for which it was designed and developed;
  • Based on the interests and information and functional needs of the people who will use it;
  • Built to work very well on smartphones.

What do you mean when you talk about usability?

Usability is an ISO standard defined as “the effectiveness, efficiency and satisfaction with which certain users reach certain goals in certain contexts.” Speaking of sites and apps I can sum up with: “It works, I can do what I need and it does not waste my time.” Which then is the basis of the success of every digital interface, in our case, and becomes even more central in smartphone interactions (those who want to waste time understanding how an app works, raise your hands).

Is it still possible to integrate digital marketing with the traditional marketing of the past?

We should first understand what traditional marketing means for companies that were on the pre-digital market. It is about managing a change that in some cases passes from a close integration between “what was done” and “what people ask from us now”. In others it means to radically change the business model because digital technology makes the traditional model no longer competitive.

What is it that medium-sized businesses most lack among those asking for your help? Vision, confidence, clear ideas?

There is no lack of budget. There is at least a high vision of potential. It’s rather a matter of a lack of widespread digital skills to understand change, at all levels and in all areas of the company, and to make it become processes and business choices.

Digital strategy