Digital Strategy Workshop with IT Expert Andrea Latino
On Friday, March 11, IT expert Andrea Latino hosted the workshop “What is Digital Strategy? How to Promote Any Organization on the Web.” Organized by the JCU Institute for Entrepreneurship, the workshop gave participants an introduction to the theoretical grounding behind Digital Strategy and gave them the opportunity to develop their own strategy.
Latino’s field of expertise spans across public policy, management consulting, and tech journalism. A 2011 project Latino developed caught the attention of the Italian Prime Minister’s office, where he went on to work for the Agency for Digital Italy. Since then, Latino has served as a digital advisor and consultant for companies such as Microsoft and De Agostini, in addition to having become a member of the World Economic Forum’s initiative “Global Shapers Community.”
In the first part of the workshop, Latino discussed the theory of Digital Strategy, the current trends in marketing and the importance of technology. Facebook, he said, is still the most important digital platform in terms of number of users, while Twitter has a more niche audience. However, Facebook is charging businesses increasingly more to host marketing campaigns on their platform.
Following the lecture, participants broke out into two groups to analyze the digital strategies of a multinational company and a government agency.
In the second part of the workshop Latino continued his discussion of Digital Strategy with a deeper look into the various social media platforms and their specific uses. He stressed the importance of keeping the user experience in mind when developing campaigns. He then divided participants into two groups again to create actual strategies for another multinational company and government agency.
To conclude the workshop, the participants presented their strategies. One participant said, “It was an inspirational and intensive workshop, and it offered an interesting perspective on digital marketing strategy.”