Total Marketing: The business of integrating consumers, employees, and company networks

Exponential technologies are giving superpowers to humans and data, unlocking tremendous value, with major efficiencies to be gained while running the planet. In today’s digital age, to use the marketing jargon, creating connections that are seamless, efficient, and technology-driven is not just an advantage; it’s a necessity for businesses of all sizes, public and private. Welcome to the world of Total Marketing, namely a comprehensive and holistic approach that brings together all stakeholders into a cohesive and interconnected ecosystem, powered by tech. A new marketing needs experiences that are heavily imbued with technology. To use Gartner’s terminology, it needs a Total Experience as its foundation.
Total Marketing is created by an ever-changing layer of exponential technologies, among which AI, of course, and blockchains, and by the need for a culture change across the whole web of consumers, employees and suppliers. The truth is, we are all linked, and our goal should be to increase social capital for everyone and reach service excellence, with minimum impact on the outer community, and zero noise and negative externalities.
Total Marketing means that our input, whoever we are in the food chain, is captured via a hybrid net of phygital interfaces and devices, and processed instantly and intelligently, with the final output being the result of the perfect allocation and use of available resources, served to anyone in a fair and ultra-personalized fashion, measured exactly against their needs and desires, present and future. There will be no other way to do business in the future.

List of Acronyms
Foreword 1
Marco Di Dio Roccazzella
Foreword 2
Roberta Virtuani
Introduction: If Only We Knew
Mara Cassinari
Frank Pagano
Chapter One
The Pillars of the Total Experience
Mara Cassinari
Chapter Two
From Total Experience to Total Marketing
Frank Pagano
Chapter Three
AI and Generative AI: Shaping the Future of Total Marketing
Mara Cassinari
Chapter Four
AI & Friends to Boost Total Marketing
Frank Pagano
Chapter Five
Diary of a Transformation Madman
Cecilia Marchi
Marco Di Dio Roccazzella
Frank Pagano
Conclusions, Own It
Mara Cassinari
Frank Pagano
The Total Marketing Manifesto
Mara Cassinari
Frank Pagano
Epilogue: Interview with Professor Daron Acemoglu
Frank Pagano
The authors’ final remarks
Mara Cassinari
Frank Pagano
Afterword – 1
Giuseppe Stigliano
Afterword – 2
Massimo Morini
Index

With over 20 years of experience in the telecom and IT industries, Mara Cassinari has a proven track record in designing, planning and implementing CRM strategies, automation, and AI-driven solutions. Along with her expertise in driving innovation and collaboration, she is also a Certified Integral Associate Coach, helping individuals and organizations unlock their full potential.

Frank Pagano has 25+ years of experience in marketing and sales at a global, regional, and national level, for consumer and fashion/luxury corporations and start-ups. He is a Senior Partner for Jakala, a MarTech company, a contributor for Il Sole 24 Ore, a shareholder, and an advisor for five start-ups. He is an expert in leadership and high-tech topics, such as Web 3, blockchain, and AI.

Total Experience, Gartner, Total Marketing, Technology, Artificial Intelligence, Blockchain, Web3, Cultural Change, Digital, Multimodal, Channels, Product, Pricing, Placement, Promotion, Organization