Category: E-biz

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How Hypocritical Is To Pretend To Care about Customers!

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!”

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The Zeiss Case. Does Interacting with the “People of the Web” Is Still a Viable Marketing Strategy?

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?”