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  • Marketing and Adv: why the blockchain is expected to be «disruptive»

    The market-blockchain pair is bound to be disruptive due to the changes it will bring about ( although such changes have already started ) in digital advertising, and, consequently, to the effects it will have onto marketing. Search marketing is going to be especially affected, hence online advertising will change, too. Such changes may be summarized by using five key words: transparency, reliability, payments, novelties, expansion. And while Facebook  has re-introduced blockchain-led advertising campaigns without the need for any of the special authorizations which were previously mandatory, the blockchain revolution has started (Facebook modifies its advertising policies concerning crypto-currencies and the blockchain). Advertisers should keep up; on the contrary, they should be well aware of what is coming. Knowing something…

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  • Video and stories are part of Mr. Z’s plant to increase advertising

    Everybody knows that  Facebook core business isn’t socialization but advertising. And the former is instrumental to the latter. The latest changes to the platform recently announced by Mr.Zuckerberg at the F8, the annual developers’ conference, are to be interpreted according to such logic. Products need to be interconnected, thus  Facebook, Instagram and WhatsApp shall interact, in addition to featuring a new design and a better balance between the “public place” status and private sharing spaces which are to be used to establish a better relationship with users. He then gave his green light to highlighting groups and centralizing communities to be lived as “virtual lounges”. Which practically means that users will be able to publish, read and interact with contents…

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  • AgCom provides a picture of social media which may help marketers

    More and more connected and more and more online: Italian internauts are now 42 millions and, in the average, they spend 2 hours a day online, using both desktop PCs and mobile devices. From copper to the fiber: since 2014 the number of Adsl networks has decreased of 7,5 million units but, at the same time, Fttc networks have increased of 5,9 million, Ftth have increased of 0,54 millions and Fwa of 0,7 million users  (Broadband Italy is fancying the fiber ) With reference to mobile connections, as certified by the latest Osservatorio sulle Comunicazioni by AgCom, data sim cards have increased from 47,8% to 68,5% of the total and those ensuring an internet connection have reached a total of…

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  • Online gaming is booming: a new opportunity for marketers!

    Playing games is not a matter of age or gender. And the same can be said for online gaming. After many years of male supremacy in the field, new data tell us that everybody loves gaming: men, women, youngsters and adults. Thus, if in 2006, Americans who would spend their days in front of their PC holding a mouse ( or a joystick ) amounted in 62% of the male population against 38% of the female population, last year we got to 55% for the former and 45% for the latter (Distribution of computer and video gamers in the United States from 2006 to 2018, by gender). Smartphones, being the most loved devices in the whole technological universe, make gaming…

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  • Multimedia contents: with and without Adv

    Recently multimedia contents seem to have split in two: some may be accessed by subscribing to a payment service without the hassle of advertising; the others are totally free of charge for users but are full of commercials. Two very different business models based on different assumptions. The constellation of services provided by Netflix, Amazon Prime Video and, more recently, by Apple may be taken as an example of the first type ( advertising free ). Last March, the Cupertino company  launched  Apple TV+, a platform offering original programmes, such as films, documentaries and TV series made in partnership with popular names belonging to the television star system, such as Steven Spielberg and Oprah Winfrey. The service is provided on…

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