Chapter 10: teaching note

The chapter describes the case of Buzzoole, an Italian fast-growing technology venture specializing in influencer marketing enhanced by artificial intelligence. After an overview of the industry dynamics and trends, the case illustrates how the company has developed innovative applications to help medium-large corporations to enhance customer trust and improve their overall market performance. The case of Buzzoole can be used to illustrate how the adoption of digital technologies such as social media, mobile apps, big data, and advanced analytics algorithms can trigger the experimentation of new products and services, the exploration of new markets, and the creation of new forms of customer value. The case also introduces students to key digital technologies such as text processing applications, image recognition algorithms and social networks analysis techniques, which can help companies to execute their digital marketing strategy, achieve a deeper understanding of consumers’ satisfaction, and reshape the consumer–brand relationship. The case includes an introductory section on digital marketing and the new frontier of influencer marketing, an overview of Buzzoole, and a section describing the approaches adopted by the company to innovate the influencer marketing industry. Finally, the case introduces the Digital Entrepreneurship Canvas, a tool useful to design and describe a digital venture through seven key elements.