In the age of social media and digital marketing, influencers have long been hailed as the ultimate trend-setters, able to drive consumer behavior with their content and reviews. However, as the digital landscape continues to evolve, a new phenomenon has emerged: the rise of deinfluencers , a catego...

We talk easy marketing when we understand that matching the right message to the right target customer is pretty much everything your possible results revolve around . Think for yourself and how you behave when you are a potential customer for someone… you give them about 5 seconds to get and hold y...

What is the Unique Selling Proposition (USP)? Why can defining it be so important for your business if you are a professional or an entrepreneur? If you ask any marketer about the USP, they will tell you that it is a commitment that you make to your potential customer and that it is something that d...

Professional selling implies a series of knowledge ranging from effective communication to psychology, from the analysis of behaviors to body language, from the adoption of a qualifying sales process to the most useful tactics or strategies... up to the use of the best marketing techniques. sale. We...

If you are a Salesperson or a Professional or Entrepreneur directly involved in the sales phase of your products / services / solutions / creations, being able to effectively manage objections in the sale should be an integral part of your skills… but unfortunately, very often this is not the case… ...

New brands emerge in every industry all the time. Projects, businesses, products, enterprises that launch themselves and decide to create an identity around us. But how is this identity protected? Let's start first by saying what we can protect with registration. All signs - names, personal names, p...

In the workplace we no longer speak only of a human resource, but of a "person", today's workers are not exclusively interested in salaries, but want to be taken into consideration as individuals, which is why employee involvement becomes a fundamental asset . Management often gives a nod to psychol...

They are often lumped together and confused as one, but recruitment marketing and employer branding are actually two different sides of the same coin. In fact, both disciplines have the role of making the brand more interesting in the eyes of job seekers. But what are the main differences and how do...

In an increasingly globalized world, marketing is one of the fundamental tools for the success of any company, especially for start-ups trying to position themselves in a competitive market. Content is among the most important elements to consider in a marketing campaign, as understandable text in t...

We often forget the complexity of a purchase flow or a "decision" to make when you are a potential customer (Google coined the term "Messy Middle" to explain this chaos). There are many variables involved to consider: the perceived value of the product/service, the competition, the cost, the time re...

Competitor analysis is an essential activity in defining the Social Media Strategy , in this article we will mainly focus on the analysis of the competition on Instagram. First, however, a clarification is necessary, namely that this type of analysis must be integrated within a broader analysis that...

eCommerce does not stop : after a global turnover of 5.7 trillion dollars in 2022 (of which Italy generated 48.1 billion, with +20% compared to 2021), forecasts for 2023 are still upward, estimating $6.51 trillion for the current year . A growth that shows no signs of stopping, with eCommerce occupy...

Talking to clients, I often realize that the differences between payoff, headline, tagline and claim are not always clear. In this article I would like to explain their functions and their particularities to understand when you need one and when you need the other. An important premise. Over the yea...

Public relations has always been critical to a company's success. It is a set of activities that have the ultimate goal of improving the reputation and image of a company not only in the eyes of customers, but also in those of other companies. It is a functional communication strategy to create rela...

The idea that some sectors have no reason to be present on social networks or in any case to concentrate resources and efforts on the development of marketing and branding campaigns is still very rooted. As well as that certain products or services can only be communicated using certain tones and do...

There has been little good news for small businesses in recent days. Between inflation, rising energy costs and an uncertain economic future, CEOs and executives have a heavy workload. As if that weren't enough, there's an equally urgent and everlasting challenge they face: the war for talent. Retai...

The enthusiasm for Napoli's great season, of which I am a passionate fan, inspired the writing of this article. The excitement of the hours before the match, going to the stadium to watch your favorite team and comments with the other fans. These are rituals in which most Italians recognize themselv...

Improvising is never an option in sales, especially online ones. It's not enough to create your own channel or rely on a marketplace to attract consumers' attention. This is why we have prepared 6 tips for companies that are considering turning to digital for the first time, or that use it, but want...

The Messy Middle is a model, developed and proposed by Google, which defines the decision-making path of Users . In other words, it's a new paradigm for defining a funnel . Different from the traditional ones we are used to in digital marketing, in which the phases, although variable, are rather sta...

In recent years, a new neologism has developed in the field of marketing: femvertising , ie a communication strategy that seeks to combine feminism with advertising to represent strong, proactive and positive female models in the advertising field. This type of communication aims to break down gende...