How is a brand perceived by people on social media? This is a question that sooner or later every company gets to ask itself. The first way to go is always to address people and there are different methods to analyze brand perception. However, there are specific dynamics on social media, and sometim...

We have often talked about the importance of defining your Buyer Persona ( here , again here and here ), to define and choose the customers you want to relate to. A key element for increasing the business of your company or business and an indispensable figure for an effective Inbound Marketing stra...

Brands that make media slips, companies that get lost in a teacup in the comments, public figures who shoot at random in live broadcasts. What do all these cases have in common? They have the wrong way of communicating. Repeat iuvant... Everything is communicating, everything is communication. Commu...

There is a lot of talk about startups , too much in my opinion. And too often trivializing and belittling the meaning of an intelligent process that aims to identify a business idea, test its validity, make it replicable and find lenders willing to launch it on a large scale. I've certainly missed s...

When creating a Buyer Persona it is necessary to go beyond his profile, where by profile we mean the demographic, sociographic elements, related to education, company role, spending power, to instead go deeper, investigating new factors and unknown, to find out how, when and why the purchasing decis...

If your goal is to increase the bond of trust with your customers and grow your business by expanding your customer base, one of the first aspects you need to start working on is Customer Advocacy. Here's how you can develop it within your company. In a context where purchasing processes are increas...

A friend sent me a vowel asking: "But these guys who ask you for money – actually, your checking account or credit card – pestering people with circus ways for reputable NGOs at the exit of the mall, do they work?" I have a fixed idea or illusion that everything that exists exists because it works. ...

Everyone should have understood it by now: you cannot develop a marketing and communication plan without having first created the buyer personas . Knowing the target customer in depth is essential to be able to offer him what he is looking for and to guide him to buy your product rather than that of...

      Do you want to implement a marketing campaign and need to create a profile of your potential customer? The first step is to define and develop your buyer persona. You can't move on to the operational plan without having defined your buyer persona, their characteristics, needs an...

“I promised Luigi that I would write an article on the 5 W Rule on the Insight Agency blog by tomorrow, explaining its history and meaning”: this incipit is an example of how you can start an article clearly, using the Rule of 5W . The incipit of an article must be the mirror of the topic that you w...

It seems trivial to say, but the first step for your email marketing to bring results is to get newsletters and DEMs to their destination : we are talking about deliverability , an English term that we could translate as deliverability , i.e. the ability to be delivered to final recipients. If you c...

In recent days, we have talked about rebranding , explaining what it is and how and when to do it. In fact, we have all seen Rebranding – Zara which reduces the spacing between the characters of its brand, McDonald's which eliminates the red color from its iconic logo, and again Apple which praises ...

  If you want your e-commerce platform to attract really interested visitors (facilitating conversions) an effective segmentation strategy is what you need. Find out how to reach the right recipients with your emails and land them on your online store to increase sales. With the percentage of I...

  The Opt-in Page is an essential tool for a Lead Generation strategy that aims to find qualified contacts (leads) to transform into customers. Do you want to understand what an Opt-In page is in detail and how to design one that is truly capable of converting? Here you will find the answers yo...

How to get more out of your Content Marketing strategy? Here I suggest 3 different solutions from the usual, many tips for each of these + Final Bonus! You know when, after kilometers and kilometers already traveled and the intense desire to return, you find yourself at a crossroads with a dubious c...

    Link building represents the heart of off-page SEO, the search engine optimization activity that aims to obtain hypertext links from websites with a different domain than yours. This is useful for improving the ranking of the site. We do link building because it allows us to position a...

    ZMOT? Yes, you read right. ZMOT extension. But don't worry, not a swear word, not even in Klingon it is. The ZMOT (Zero Moment of Truth), or the zero moment of truth, is the right key to engage our customer in the product purchasing process. Today, the consumer decision-making process ...

      We have already seen how it is essential to identify the target group and the buyer personas at the basis of marketing strategies. Persuasive communication , therefore, needs to promote content that is suitable and reflects the wishes of those who are depicted as customers. But ...

        Because creativity always pays off! We are well aware that the battle of companies takes place in the field of attention : whoever manages to enter the consumer's mind even for a few seconds a day will have been able to penetrate that solid barrier of indifference that pr...

  The term rebranding , or revitalization of the brand , refers to the process by which a product or service created and marketed under a specific name and logo is re-launched on the market under another name (or another identity). This is a very frequent operation in the case of brand acquisit...