Starting from my work and university experience, the aim of this paper is to reflect on the importance of developing a digital strategy for a professional studio to increase its profits, using online communication but at the same time preserving the authority necessary to carry out the profession. The methodological approach chosen consists initially of an overview of the fundamental theoretical aspects and then an analysis of the activities carried out by Studio Allievi Commercialisti, a small reality in the accounting and tax consultancy sector, with the aim of understanding how the new digital tools and the opportunities deriving from them are used to achieve its objectives. As will be seen throughout the paper, in fact, the business case shows the example of a brand that has understood how the new communication media, and in particular social media, are a fundamental tool to further create a competitive advantage, reaching those consumers that traditional media are unable to conquer. After all, by combining the notions offered by the literature with the practical case, it is possible to affirm that web communication represents a fundamental strategic leverage and that all professional studies should therefore invest significantly in digital marketing and communication activities, taking into consideration that it is not easy to find the magic formula to achieve the expected success right from the start.
A partire dalla mia esperienza lavorativa e universitaria, il presente elaborato si pone l’obiettivo di riflettere sull’importanza di sviluppare una strategia digitale per uno studio professionale che voglia incrementare il proprio fatturato, sfruttando la comunicazione online ma mantenendo al tempo stesso l’autorevolezza necessaria per svolgere la professione. L’approccio metodologico prescelto prevede prima una panoramica sugli aspetti teorici fondamentali e poi un’analisi delle attività svolte dallo Studio Allievi Commercialisti, una piccola realtà nel settore di consulenza contabile e fiscale, con l’obiettivo di comprendere come i nuovi strumenti digitali e le opportunità da essi derivanti vengono sfruttati per raggiungere i propri obiettivi. Come si vedrà nel corso dell’elaborato, infatti, il caso aziendale riporta l’esempio di un brand che ha intuito come i nuovi mezzi di comunicazione, ed in particolare i social, siano uno strumento fondamentale per creare ulteriore un vantaggio competitivo, raggiungendo quei consumatori che i media tradizionali non riescono a conquistare. In definitiva, unendo le nozioni offerte dalla letteratura al caso pratico, è possibile affermare che la web communication rappresenta una leva strategica fondamentale e che quindi tutti gli studi professionali dovrebbero investire fortemente in azioni di marketing e comunicazione digitale, restando comunque consapevoli del fatto che non è semplice trovare fin da subito la formula magica per ottenere il successo desiderato.
LE BUONE PRATICHE DELLA COMUNICAZIONE ONLINE DEGLI STUDI PROFESSIONALI: IL CASO STUDIO ALLIEVI COMMERCIALISTI
SAIBENE, LAURA
2021/2022
Abstract
Starting from my work and university experience, the aim of this paper is to reflect on the importance of developing a digital strategy for a professional studio to increase its profits, using online communication but at the same time preserving the authority necessary to carry out the profession. The methodological approach chosen consists initially of an overview of the fundamental theoretical aspects and then an analysis of the activities carried out by Studio Allievi Commercialisti, a small reality in the accounting and tax consultancy sector, with the aim of understanding how the new digital tools and the opportunities deriving from them are used to achieve its objectives. As will be seen throughout the paper, in fact, the business case shows the example of a brand that has understood how the new communication media, and in particular social media, are a fundamental tool to further create a competitive advantage, reaching those consumers that traditional media are unable to conquer. After all, by combining the notions offered by the literature with the practical case, it is possible to affirm that web communication represents a fundamental strategic leverage and that all professional studies should therefore invest significantly in digital marketing and communication activities, taking into consideration that it is not easy to find the magic formula to achieve the expected success right from the start.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/1837