Digital Marketing

We often believe we make rational decisions.We are utterly convinced of it, and we justify every action with the reason we believe lies behind it. And yet neuroscience says otherwise. It has done so for decades. Every time we buy something we had not planned to, every time we choose the middle subscription, every time … Read more

Il piano editoriale rigido, quello con i post di marzo già scritti a gennaio, è la reliquia di un’epoca finita. Ecco cosa lo sostituirà. This article is a medical report. If you run marketing or communications, or you are a business owner paying an agency every month to produce the quarter’s editorial plan, you need … Read more

Every year the market produces a new list of must-follow trends. And so, every year some companies follow them without understanding them. Every year, the numbers ultimately fail to add up. Consumers and brands need to be fully aware of how marketing works: whether to avoid falling into cognitive biases, or to avoid governance errors … Read more

Every company writes far more than it thinks. It writes when it presents a product, when it responds to a sales enquiry, when it builds a landing page, when it sends a newsletter, when it defines a CTA or tries to explain in a few lines why it should be chosen. In all these cases, … Read more

The choice between tactical creators and ambassadors concerns duration, learning, risk and brand control. The most useful criterion is to understand how much relationship the company is ready to build and how much optionality it wants to retain.

CTR measures the ability to generate a click. To understand whether a campaign is creating value, it must be followed along the funnel to conversions, customers, CAC, margins and Customer Lifetime Value.

Generating leads means turning attention into contacts that can become sales opportunities. The quality of the system depends on definitions shared by marketing and sales, qualification criteria, speed of response and metrics that track all the way through to the acquired customer.

Loyalty building turns a relationship that began with a purchase into one capable of generating value over time. Retention, loyalty, Customer Experience and CRM describe different parts of the same system: ensuring that the right customers have concrete reasons to stay.