According to Deloitte's 2020 Global Marketing Trends, customer engagement is growing, also thanks to the advent of new digital technologies.
As a result, companies are moving from an approach based on customer insights — a passive strategy that studies the audience — to a customer-as-a-brand tactic, which focuses on co-creation and aims at bringing customers closer to the very heart of the brand.
The health emergency caused by the Covid-19 pandemic made us more aware of the importance of the digital world. It was precisely digital tools that allowed us to stay in touch despite the quarantine, in our private and business lives.
At the same time, the enforced isolation has shown us that humans are social creatures needing a constant physical contact with both their peers and their environment.
Is there a way to counter the frantic rush to disposable consumption? Is there a production and consumption strategy that can combine ethical behaviour with the creation of a quality product?
The Slow Fashion movement wants to give an answer to this question. In its manifesto, the movement is presented as the panacea for the problem of fast, "disposable" fashion, defined by an unceasing turnover of goods that are increasingly cheap and intended not to last.
Today, we will see how to build a funnel with four stages, corresponding to the steps made by the consumer walking through the funnel. These four stages will serve as a simplified scheme and guide to build our funnel.
In the current communication scenario where any end user can be reached by an infinite amount of information and advertising, an effective and accurate communication is paramount. In this view, designing an effective Marketing Funnel can prove extremely useful. If leveraged correctly, this tool allows us to reach only the users who are truly interested in our product.
TikTok is the favourite social network among young people, but not only. With a potential to disrupt the digital and social media world, this application that combines two linchpins of the digital environment - music and social media - is having a sweeping success.
In the last weeks, social distancing and lockdown measures have further stressed the importance of digital platforms both for individual users and for companies. Among all social networks, Mark Zuckerberg's platform has showed once again he is able to anticipate the needs of its users.
So much so that Facebook has introduced a new e-mail marketing feature in the already tried-and-tested Facebook Pages app. With its new tool, Facebook wants to support companies that are trying to give new boost to their activities after a standstill.
Lockdown measures imposed during the Covid-19 pandemic are having an enormous impact on the global economy. However, the one big difference from the great pandemics of the past is that we have an additional weapon this time: the internet.
Bernbach, one of the greatest communicators of the 19th century, used to say: «Advertising is not a science, it’s persuasion. And persuasion is art.» If an advertising genius of his calibre said this, we can surely trust him.
In the last days Instagram has started testing some new online shopping features for its platform, including the expansion of Shopping Tags within the captions.
The health emergency originated in Wuhan has spread throughout the world in just a few months, and is now quickly turning into an economic crisis. No sector is spared by the blows delivered by Covid-19.
The fashion world was one of the first industries to realize the gravity of the situation, which has impacted it directly. The outbreak in Italy started during the fashion weeks in Milan and Paris, one of the hottest periods for this sector.
TikTok has launched a new entertainment and information initiative, #HappyAtHome, to help lighten the mood during the quarantine imposed by the spread of Covid-19.
Exciting news from the digital world: Pinterest, the social network of images, has decided to develop a special shopping section for its platform. The social network wants to become one of the major players in the digital retail universe.
Many new features were introduced by digital platforms in the last weeks. Social media are trying to give an effective answer to extraordinary requests from users living in these exceptional times.
In last weeks we tried to pinpoint and describe the four main pillars of digital communication, four starting points to lead us to an effective brand communication.
One of the principles we mentioned is the need to be constantly connected, especially on social media.
With a 5.7 billion euro investment, Facebook became the largest minority shareholder (9.99%) of Jio Platforms, a telecommunications company of the Reliance Industries group, owned by Mukesh Ambani and India's largest private company.