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  • Operation “clean social marketing”: fake influencers are banned

    Fake influencers can seriously jeopardize one’s business. And marketers are done with investing their money in profitless promotions. It was Keith Weed, chief marketing officer of Unilever, a company worth 7 billion dollars a year of advertising, to mercilessly open the Pandora’s box. As published by The Drum, Weed has recently called for a prompt cleaning operation of the advertising sector, affecting both influencers and social media. And the biggest brands have followed, showing a long term discontent. Leggi questo articolo in Italiano

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  • Facebook launches Home Service but young people are leaving

    Similar to eBay and now competing against Amazon, Google and Craiglist: those who have already taken a look at Facebook marketplace will already know that this section, opened last year, is a sort of “suq”, a macro-market where you can buy and sell basically everything, from second-hand cars to fake shoes, golden jewels and so on. However, if variety is not a problem, until some time ago, something was still missing: on-call home services. Users looking for a plumber, a decorator, a gardener or in need for some maintenance works can now browse the social network to find the right person and ask for a quotation. This brand new service, currently available only in the United States, and  developed in…

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  • Programmatic Adv: the next step is audio.

    Some people have suggested it is ready to take off, and there is evidence that it may be true: audio advertising could be the next relevant step in the evolution of programmatic adv. Indeed, Pandora has recently purchased AdsWizz with the aim to sell some ads on platforms such as Spotify, SoundCloud and iHeartMedia. In a recent interview with eMarketer, Eric Picard, vice president of Pandora product management, said he believes there is room for growth and that such growth should be supported, transforming experimental budgets usually devoted by agencies to innovative products, into standard budgets  (Is Programmatic Audio Ready to Take Off?). According to a recent survey conducted by Radio Joint Audience Research, although video ads are still in…

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  • A dynamic paywall for newspapers survival

    In my previous post entitled “Online news: the ‘free of charge’ trend is changing” I addressed the paradox of online news which still rely on printed newspaper to survive. A paradox which has to be faced and overcome, considering the  fact that readers, especially the youngest, nowadays seem to be willing to pay for high quality, professional and verified contents. It is about time news got paid. And various proposals have been put forward about how to do it. Read the article in Italian. Leggi questo articolo in Italiano

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  • Online news: the “free of charge” trend is changing

    Online news are increasing, indeed, booming, but newspapers are still mainly paper based. This might have made sense twenty, twenty-five years ago, when smartphones had not been invented, yet, and the majority of people didn’t have an internet connection neither at home nor at work. Nowadays, on the contrary, it seems quite strange to think that publishers may derive their income mainly from printed papers.  The reason is easy, though: readers who have been used to getting news for free, are not willing to pay. So far, at least, since, as shown by News brands and reader subscriptions, a recent survey published by Enders Analysis, things are changing. And newspapers must find the right formula to promote digital subscriptions. Actually…

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