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  • Will brands face the challenge of global players?

    How important are brands nowadays? In a recent post, Gianluca Diegoli claimed that  “The hyper-fragmentation of media, the need for self-defense against the informational subjugation imposed by consumers, the peer-to-peer communication characterizing our choices in terms of purchases are the main causes which have led to the decline of the concept of traditional brand, based on one-fits-all advertising”. This means the such concept of brand is bound to dissolve, since, what in the past used to generate the very identity of products is now losing its importance. Read it in Italian.  Leggi questo articolo in Italiano

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  • e-Commerce: a war among global players who are now targeting new markets

    According to the latest report about “E-Commerce 2017”, issued by Casaleggio Associati, e-commerce has been growing steadily worldwide. In 2016 it generated over $200 billion more than in 2015, for a total worth of $1.915 billion. China and the USA top the list of countries with the highest turnover respectively with about $899 billion, corresponding to 46% of the global electronic e-commerce, and an estimated $423,34 billion last year and a stunning +15,6%. Read it in Italian. Leggi questo articolo in Italiano

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  • e-Commerce: reviews help, even the negative ones

    How much can users’ review affect a brand reputation? The answer is obvious: a lot. Actually, even negative reviews, if handled properly, can pay back. And in a digital market featuring a micronization of brands, this become even more relevant. A research carried out by Zoorate entitled “The power of reviews”, presented during the latest Netcomm Forum 2017, seems to confirm this. Having surveyed a total of 1600 consumers (54,90% males and 45,10% females), it shows that 93% of web shoppers take reviews in great considerations. More specifically, 18,21% thinks they are crucial, while 41,51% thinks they are really important. Only very few interviewees defined them as “little” or “not important at all” (1,22% and 0,64% respectively). 64,35% of interviewees…

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  • e-Commerce: le recensioni aiutano, anche se negative

    Quanto pesano le recensioni degli utenti sulla credibilità di un brand? La risposta appare persino ovvia: molto. Meno scontato, invece, è quanto trascurato da alcuni, ossia che anche le recensioni negative, se ben trattate, possono portare a un ritorno di immagine consistente. E in un mercato digitale che vede la micronizzazione dei marchi, la faccenda assume un notevole importanza. Read it in English. Leggi questo articolo in Italiano

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  • 2017 is all about video advertising

    Video advertising is where it’s at for any marketer or brand that wants hit their business goals. Recent research by Zenith reveals that global internet advertising expenditure will reach US$205bn in 2017 and will hit a significant milestone by surpassing TV ads. And if internet advertising is key, then mobile is bigger than ever. This is confirmed by the latest IAB and PwC report, which states that spending on mobile display ads will overtake desktop display this year and social media ads will play a key role. This data is backed up by the Zenith forecast on social media advertising spend, which found it will reach US$55bn in 2019.  Leggi questo articolo in Italiano

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