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  • Marketers and AI: investments are growing. This is why

    More and more marketers are falling for Artificial Intelligence (AI). To the point that, according to a recent survey conducted by Forrester Consulting before summer, about half of the 433 decision-makers involved in Europe and in the United States have forecast relevant investments in it within next year. The main reason is that AI offers the opportunity to thoroughly target and segment customers. Such trend has been confirmed by the research entitled “Dream vs. Reality: The State of Consumer-First and Omnichannel Marketing” carried out by  Econsultancy and MediaMath involving 400 professionals in the field. The study has revealed that 80% of the interviewees already use or intend to use AI for such purposes and that only 20% don’t want to…

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  • Facebook: users’ bank data in exchange for new services

    Give us users’ bank data, including their accounts balance and the list of transactions made by cash or by credit and debit cards, and we will provide some new services. This is the request which has been put forward by Menlo Park to US banks. As Wall Street Journal explained, Facebook purpose is to boost online sales made through their platform. However, after Cambridge Analytica scandal (ref. “Data and users: who is willing to give up targeting?”), privacy has become everybody’s concern. To the point that, despite the reassurance that such data would neither be used for adv targeting nor for sharing with third parties, one of the biggest banks involved has decided to back off. On the other hand,…

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  • Three more companies to be monitored in addition to Amazon

    Amazon has recently joined a really peculiar club, the “trillions club”, which is so exclusive that  it boasts only two members: the retailing giant, as said, and Apple, which was the first to reach such an ambitious goal. If you want to be admitted into the club you need to accrue one thousand billion dollars capital. And Bezos’ creature reached this amazing target on September 4th, when his shares rocketed up to 2.050,27 dollars (Here’s how Amazon’s $1 trillion market cap stacks up against the rest of the S&P 500). Amazon is clearly expanding and is considered a safe bet for investors. But it would be a mistake not to keep an eye on all the other players, such as…

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  • YouTube: the “fake views” business doesn’t benefit the brands brand

    According to a recent survey conducted by the Pew Research Center, YouTube is teenagers’ favorite platform, even more loved than Instagram and Snapchat. In this case percentages are clear: 85% of the over 740 interviewees have claimed to like the former best, 75% prefer Instagram, 69% Snapchat and only 51% Facebook. With its billion views every day, YouTube is, today, the virtual place where users,  both under and over 18, carry out most searches, even more than they do through Google. And it is always here then can efficiently promote their brands global marketing campaigns, build up new careers ( see young youtubers ) and spread political programs. We are talking about mega figures which, however, go together with “collateral…

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  • For the B2B it is time to refresh communications. Copying B2C.

    Mirroring B2C engagement strategies and apply them to B2B: at the time of targeting, big data and two-way communications between producers and buyers, B2B must innovate its strategy for the positioning of their brand onto the market. B2B marketers shall also start thinking about customizing their contents: messages shall be targeted to accounts involving purchasing managers and not to general accounts, so that they can be turned into real business opportunities. Forbes has especially insisted on this, recommending the use of the most B2B oriented social platforms, such as LinkedIn, actively involving employees in the process. A recent survey has actually revealed that when brand messages are also shared and reposted by employees of the brand, they record an increase…

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