What was your journey until taking on this role in the company?
I studied Business Economics obtaining a three-year degree at the University of Udine and I concluded the 5-year journey with a master's degree in Marketing and Business Communication at the University of Verona, the city in which I lived for 3 years. After that, I moved to Padua for work experience in an event organization company and then I arrived at SF Packaging, one of the 4 business units of the Serafin Group. I joined the SF Packaging team due to the need to internalize marketing activities, both online and offline, in fact I deal with both the digital and physical parts. Furthermore, I manage partnerships with professionals and agencies, follow company certifications and coordinate digital projects together with the IT department.
What do you think about digital marketing in the B2B market segment?
Digital marketing is an aspect that can no longer be underestimated for B2B. In fact, companies are increasingly adopting digital marketing strategies to reach and engage their target audiences. For the Serafin Group, digital marketing is extremely advantageous as, thanks to search engine optimization and online advertising, we are able to generate qualified leads by creating a strong online presence. Additionally, digital gives us tools and metrics that allow us to monitor and analyze campaign performance in real time, giving us the ability to improve and make informed decisions. Nowadays, I find it almost impossible for a growth-oriented business or company not to be present in at least one digital platform.
Which social network is more suitable for your reality and which is less?
LinkedIn is the most suitable social network for the Serafin Group because it allows us to create connections and interaction with qualified professionals who fully fall within our target users. At Facebook, we recognize opportunities for targeted advertising, which in our case could be used in the future to improve our online presence. Instagram has not yet been included in the corporate social strategy, but we could surprise you soon. Stay tuned!
The data shows that having a low number of followers damages the brand image, what do you think?
I believe that the number of likes is not necessarily indicative of the quality or success of a company. There are really many variables that can influence people's interaction on social media, such as the type of product, the target audience, the quality of the contents shared. Additionally, not all social media is the ideal platform for all businesses. Some, like SF Packaging, have always achieved excellent results also through other communication channels and the work of the commercial network, which has always interacted personally with the customer, still offering an excellent service (even with few followers on the social pages). The challenge will be to bring about an improvement on the digital/social side of the company, increasingly also in support of the sales network.
Have you ever collaborated with professionals regarding the social sphere?
Absolutely yes, as we believe that the support of industry experts is essential to keep up with the continuous evolution of social dynamics. In fact, we have established a long-standing partnership with a marketing agency that provides us with advice and support in various activities. However, we also recognize the value of keeping the creation of content and the management of some social activities internally since we believe we know the packaging sector in more depth and prefer to avoid the exchanges of information necessary to outsource these activities. The approach chosen was to combine the skills and knowledge of the agency with an internal figure who takes care of all marketing activities: this figure is currently me. The Serafin Group has believed in me a lot and I will always do my best to bring innovation, growth and new approaches to overcome challenges and always achieve the desired results.
What are the future corporate communication projects?
We are planning a series of initiatives for both external and internal communication. For external initiatives, to strengthen our online presence, we have created a blog on our website, in which we will soon begin to share all the articles relating to the Serafin Group's wide sphere of knowledge on the world of packaging. Internally, however, we would like to improve collaboration and information sharing by organizing more team meetings and team building activities to encourage employee involvement, making the work environment increasingly stimulating and inclusive.