Marketing digitale 2.0 e il mercato della traduzione: un caso studio sui social media e il lavoro di interprete

If it is true that today's societies are facing a deep rethinking of the typical structures of modern society, then marketing needs to redesign its own methods and its own categories of interpretation. (Di Nallo, 1998). The Web is now really easy to use and consumers are more dynamic than ever, as they enter and leave Social Networks, they can express their preferences for certain blogs or vote out some sites and choose new brands. All this is quite similar to the stressful lifestyle of modern society and today companies must accept this new big challenge if they want to be competitive. This change is going fast and companies need to keep up to avoid losing old clients and try to acquire new ones, to be in line with the new business paradigm. The growing use of the analytical method by marketing experts has led to refine the content and define the new marketing operational area One of the most famous economists in history maintained that ¿the greatest challenge is to abandon the old to embrace the new. This is the key for success.¿ (Keynes) and he was right. Today more than ever the companies' ability to adapt to change is critical, as well as timing is crucial. Companies need to reach the target, they must use the new approaches of digital interaction. However, there is a strong contrast between the dynamism of the Web and the static nature of the certain brands, not to mention the slow decision process inside many companies. Digital marketing is a tool that can help companies to be faster and more effective to understand consumers and meet their needs. Marketing is focused to analyze the market in which the company operates trying to learn their secrets and deeper features. This is because one of the purposes of marketing is to structure something extremely competitive, a company or a freelancer, a communication plan or a strategy. Marketing has also become market analysis to facilitate a better competitive position, a careful study of the competition and, more generally, of all that is or may become competition. In other words, Marketing is the need to better understand the demand, its behavior , and its reactions (Ricerche di Marketing, Molteni, 2007). This in the most classic and traditional way to define marketing in the relevant literature. However, today we can't just talk about marketing as an analytical study of demand, behaviors and reactions. The market has changed and today it is necessary to introduce a new way of doing marketing, i.e. more direct, focused on the lifestyle of consumers, their way of thinking, whether they are members of a group and so on. This is called digital marketing and it's the future of marketing as a lot of start-ups that have embraced this approach can demonstrate its effectiveness (see Facebook, Instagram, GroupOn, Asos). The aim of the present report is to introduce digital marketing, and explain what it is. This work will analyze the evolution of marketing from traditional to digital and simultaneously analyze the evolution of consumers. At the end, a case study on the Translation Industry will be presented, highlighting the direct and close relationship between the world of interpreters and the world of digital, both of them contribute to reduce distances and web and social networks could be useful instruments not only for companies but also for professionals who want to advertise their services and be interconnected with their colleagues.