Digital Marketing

The sales funnel is the system that describes and measures a prospective customer’s progression from first interest to purchase. It is not simply a sequence of emails or pages: it coordinates qualification, content, conversations, trials and follow-up so that the right contact becomes a customer. What a sales funnel is and where it begins Within … Read more

Here is a story few people know. In 2000, Sheena Iyengar of Columbia University conducted an experiment destined to become a classic of consumer psychology. She set up two tables in a Californian supermarket, displaying twenty-four varieties of jam on the first and just six on the second. As one might suspect, the table with … Read more

The brand designer is the professional who designs the visual systems through which a brand identity manifests itself in the world: not the single logo, not the single poster, but the coherent system of visual elements, application rules and expressive principles that make a brand recognisable and consistent in every context in which it appears. … Read more

Email marketing is a digital marketing discipline and falls within marketing consultancy. It uses email as a direct channel to communicate with an audience of contacts who have given their consent to receive communications, with the aim of building relationships, transferring value, nurturing prospects along the purchase funnel and generating measurable conversions. It is not … Read more

An in-depth article on the definition of communication and what communication means in modern contexts, where the term is often used to denote the flow from information to communication or, conversely, from communication to information.

To arrive at a precise definition of identity and understand what identity means, we need to explore how each individual’s personal identity is reflected in collective identity. When the analysis shifts to the market, corporate identity is the system of values that sets an organisation apart.

Consulting is the professional activity through which an expert party, an individual or an organisation, places its specialist knowledge at the disposal of a client who needs guidance, diagnosis or solutions to a specific problem, in exchange for a fee. The word comes from the Latin consultare, frequentative of consulere, “to deliberate together”, “to seek … Read more

The Marketing Manager is the professional responsible for defining, coordinating and executing an organisation’s marketing strategies. They coordinate teams and budgets to ensure consistency between brand, communication and business objectives. They are not someone who simply runs campaigns. They are the link between the company’s commercial strategy and its operational translation into communication, product, pricing … Read more

An abandoned cart marks the point where an e-commerce site loses intent, trust or simplicity. Checkout, costs, UX and data come before recovery emails: once the cause is identified, action is taken where value leaks away.

Let’s get straight to the point.Instagram no longer works as a tool for credibility. In different terms and in various ways, this conversation now comes up every day in thousands of marketing groups, chats and meetings. And it is the truth: visibility has become inflated. Being seen no longer means being believed. This is a … Read more