Human being is (at least for some time yet) more than the data that describe him by Andrea Monti – Initially published in Italian by La Repubblica – Italian Tech Continue reading “Miyazaki’s warmth against the icy cold of data-driven marketing”
COVID-19: marketing and advertising in Italy
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”
Tar Lazio to affirm the economic value of personal data. Is this the end of free-services?
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?”
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?”
The Early 2000th BT Way to Sell the Internet
I took this picture in Liverpool (UK) back in 2006 while I was hired to assist a Swiss Television crew shooting a documentary on the Echelon’s ? station at RAF Menwith Hill base. Continue reading “The Early 2000th BT Way to Sell the Internet”