The number of advertising campaigns and e-mail communications that, more or less directly, use the COVID-19 as a narrative element is increasing. I don’t “name names” because I’m interested in trying to classify the strategies adopted by the various advertising agencies and by the “DIY-marketing-experts” rather than “giving votes” to this or that essay in business hypocrisy. Continue reading “COVID-19: marketing and advertising in Italy”
By partially sustaining the Antitrust sanction to Facebook, Tar Lazio confirms that personal data “worth”. What does this mean for the Internet ecosystem?
by Andrea Monti Continue reading “Tar Lazio to affirm the economic value of personal data. Is this the end of free-services?”
Another clichè now ubiquitous is that for which the “customer – or, as far as the GDPR is concerned, the data-subject – must be pampered”.
The result is that the narrative of corporate communication pours so much sugar and honey that it causes a hyperglycemic crisis at the mere sight of a poster or an advertising film. However, in the reality check, the user is faced with a carnivorous plant: beautiful on the outside – to attract the victims – and deadly on the inside. Continue reading “How Hypocritical Is To Pretend To Care about Customers!”
The Zeiss case is an opportunity to analyze one of the most rooted clichés in the world of digital marketing: the one according to which an effective communication strategy must “listen to the reactions of the “people of the web”.
In theory, the concept is not wrong: keeping the “sentiment” of users under control is a way to understand – and manage – the liking of a product or service. In practice, however, this translates into having to follow the reactions of anyone who shouts enough to be heard, even if they have never bought – and never will buy – a particular product. The “Zeiss case” is a paradigmatic example of this paradoxical condition in which a company is “hostage” to perfect strangers. Continue reading “The Zeiss Case. Does Interacting with the “People of the Web” Is Still a Viable Marketing Strategy?”