What was your journey until taking on this role in the company?
I graduated from the Art Institute of Vittorio Veneto and then explored the topic of communication with a degree in Multimedia Sciences and Technologies in Pordenone. My first work experiences were in communication agencies and printing houses. I then joined Sipa, a vertical company focused on the creation of technologies for the creation of plastic bottles. Here, within the Research and Development office, I was in charge of communication in customer projects. I wanted to specialize even more in Marketing and therefore joined another company as a Web Specialist. I followed the more traditional and operational part of communication, both offline and online. For a sort of personal challenge, I wanted to change sector and landed in C&C Group Ospitaalità Italiana, a company that coordinates various restaurant brands. Here I was Marketing Manager and took care of all the communication of the various brands. After about 2 years I moved again, choosing a company in the IT sector, where I was Project Manager. In the meantime, I continued my studies by obtaining a Master's degree in Project Management. Now, at Martoni, I am developing the Marketing department: a challenge that excites me and allows me to draw from my wealth of very different experiences. I also manage offline and online communication.
What do you think about social media in the B2B market segment?
I think it depends on the social network analyzed. LinkedIn and Facebook, for example, are very different channels on which however I have noticed a saturation of the market. This phenomenon becomes clear when sponsoring content. Until some time ago, sponsorship allowed you to achieve very good results even with a non-prohibitive investment. Now the opposite is basically the case: even with a fairly high use of funds, visibility is much lower than before.
Which social network is more in line with your business model and which is less?
The platform closest to Martoni is certainly LinkedIn while the furthest one is TikTok. Here the effort required by social channels also comes into play: being present on each of them but not constantly risks creating a negative reputation for the brand. When I worked in catering I realized how Spotify was a very friendly platform in terms of advertising, which led me to a very high conversion rate.
The data shows that having a low number of followers damages the brand image, what do you think?
It depends, it is a metric that has a relative importance that must be contextualized within the sector in which it operates. At Martoni we prefer a community, perhaps a little smaller, but very active and interested, which interacts and creates a dialogue with us. It is consistency, presence and quality that make the difference, in my opinion. This is why we try to create valuable content and publish regularly.
How important are online reviews, are they important?
Reviews are a sort of showcase with which we present ourselves. Perhaps they are not taken into too much consideration by customers who rely on other factors that they have known for some time. I find that it is the large companies that give the most weight to reviews: when companies are searching for suppliers, having a low score in reviews could be a negative factor.
Have you ever collaborated with professionals regarding the social sphere?
Martoni has never collaborated with either agencies or external professionals for the management of social channels because they were opened very recently. There was a partnership with a company that supported us in creating the website and we rely on a printing company for the paper part of the communication. I believe that collaborating with external professionals can help you grow both professionally, learning strategies and tricks for the platforms, and personally to create a direct comparison.
What are the future corporate communication projects?
We are working on the restyling of the entire company communication, but above all on sustainability, a topic that the company cares about a lot. We wish to work and communicate our values in an ethical, centered and transparent way. I am currently taking a course at Bocconi University, which focuses precisely on green marketing, which will give me the necessary tools to create valuable projects related to this topic.