Fifty and more years after the concept, first popularized by Marshall McLuhan’s essay “Communication tools”, starts to show the first cracks: in the digital era, companies and brands have once again the opportunity to be the message themselves, provided t
The majority of Twitter and Facebook users supported “No”: this sentiment, diffused online and just replicated in the polls, doesn’t seem to take into account of which used to be called “the gray zone” of undecided. It’s time to add an “I’m interested” button?
Before approaching the actual production of content, it is important to think where and how this content will be distributed on the web and, once established the strategy, evaluate the characteristics of each social environment.
According to the latest 2015 Webranking research, conducted on 70 Italian listed companies, our Country’s firms are still today mostly devoid of a complete digital declination of the investment story, regarding specifically the future strategy of the company and its sustainability goals.
A company is the exact opposite of a no-place and should reflect the beliefs of the brand: if the company believe in dialogue and welcoming, it should conceive the workplace by limiting barriers or by using welcoming, and not buffering, furniture.
We are all brand experience consumers: " I consume therefore I am" wrote one of the world most famous thinkers, Z. Bauman, almost a decade ago. There is more and more talking because every time a brand interacts with its public there is an opportunity to create a new brand experience.
For companies that want to invest in online content marketing, the creation of quality contents is not anymore just a rhetorical matter, but an economic one: Google and Facebook themselves are doing everything they can to privilege better contents and chastise cut-and-paste from the web.
The diffusion of digital culture has helped the disintermediation between goods and services suppliers and consumers in the latest years. Airbnb, Amazon, Google, Facebook, Linkedin, Twitter, Instagram, Uber, Spotify, YouTube, Skype, the new instant messaging and communication services are just some of the protagonist of this historic change.