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Category Archives: Marketing

Intesa Sanpaolo and the Careless Copywriter

I have always been fascinated by the unwanted consequences of an advertising slogan, and by the lack of perspective of (some) communication campaigns. This time, what grabbed my attention was a claim published on Intesa Sanpaolo website, whose small-prints read: Until July 2, in Rome, Milan and Turin, the experience of living with no cash. […]

How (not) to Do Permission Marketing

A few days ago I’ve got an email written in a friendly tone, where a company providing education services tried to sell me a seminar on Sport Law. Ususally, I don’t answer SPAM, but this time I’ve decided to run an experiment. So I wrote back saying: Dear Sir, If you want to use direct […]

How Digital Technology exposed the Audiophile Fraud

Audiophile hardware… pardon, equipment, is expensive. Full stop. It is a “given” that to enjoy “true” music you must allocate a budget that equals the purchase of a supercar otherwise, as Califano (an Italian singer) used to sing, tutto il resto è noia (everything else is spleen.) But is it actually so? Currently I’m listening […]

Staying Under the (Mainstream) Radar

Staying under mainstream radar while releasing meaningful and original contents is a good way to attract people actually interested in your activity, thus making easier – as Seth Godin said – turning strangers into friends and friends into customers. An empirical look at the way people and companies use profiling and stats suggest that to […]

Alitalia’s Marketing Strategy and Cipolla’s Third Law on Stupidity

If you book the Alitalia’s cheapest fare on a flight it might happens (twice in two weeks, to me) that you aren’t entitled to get a decent quantity of miles for the Mille Miglia frequent flyer programme and mandatory given an (often) uncomfortable seat. This Ryanair-like attitude (everything is an optional) might make sense for […]

Dieselgate Volkswagen’s Advertising Strategy: Thou Shalt Not Take the Name of the Brand Invain

Yesterday I’ve stumbled upon the first Volkswagen’s TV commercial of the after-Dieselgate scandal. At first sight, there is nothing different from the previous campaign: a car, its technical specification, the unique selling proposition and, final, a company full-screen logo. But, as they say, the devil is in the details. The commercial only mentioned the car […]

Giuffrè Editore (Lexis-Nexis partner)’s Update Disturbing Policy

Lexis-Nexis Italian partner, Giuffrè Editore, is active in both the editorial and software business. One of its tool is a java application to handle the electronic document filing to the Court’s dock. As the screenshot shows, the OSX version of this software requires on outdated java version because Giuffrè didn’t update its code. As they […]

When Digital Automatic Advertising Fails

This is what happens when you leave to a machine the handling of a sensitive task. The advertising engine used by Repubblica.it coupled fashion photos with a dramatic picture of a Syrian kid scared by a camera that she thought was a weapon. While whenever you click the link to the picture the ads change […]

Our Digital Health And Electronic Money. IT Security Gets Tough

Let’s say the truth: IT security is just a bubble that no “serious” manager cares of. There is no possible explanation for the fact that today we keep talking about the very same things I’ve heard back in the early nineties, sold by somebody who wants to re-invent the wheel. But the indirect Paypal attack […]

A kindLE of Magic (or, why Apple’s Ipad is a bluff)

Despite Apple’s claims, Ipad can’t be an Amazon Kindle competitor. Here is why. Apple’s Ipad announcement raised the usual hype on general press and even gained the cover of The Economist. Steve Jobs said, during his Yerba Buena talk, that Jeff Bezos, at Amazon, did a great job with Kindle, but Apple is actually going […]