Marketing

Digital Marketing Strategy

According to the academic definition, digital marketing is "the set of marketing activities that through the web analyze market trends, predict the trend and create offers on customer profile". We explain digital marketing through the tools that we can put at your disposal to help you achieve your goals.

Inbound Marketing

Inbound Marketing is the solution to acquire customers truly interested in your products and services as well as to cultivate lasting relationships with users. Based on HubSpot platform, this methodology will allow you to reach the right people through valuable content and build a stable relationship with them, which will lead them to become regular customers and ambassadors of your brand. Thanks to HubSpot, you will have a kit of tools and activities to hit the right target at the right time.

Content Marketing

Content is King: content has an increasingly primary role. The glance of a convincing graphic is no longer enough: users, in the jungle of information, need to be convinced with clear and engaging messages, which can be conveyed through a wide range of channels and tools. Let's try to summarize them below.

In order to engage a reader and allow them to obtain the most strategic information for a company, it is not enough to have well-written texts: they must also be properly structured and formatted in the right way. In a nutshell: Content Design, i.e. the ability to structure all content in such a way as to allow users to find the answers they are looking for in the quickest and simplest way, giving priority to the most important elements. A skill that combines many others: from copywriting to visual and design ones.

Copywriting means writing engaging content that stimulates action. Therefore, not pure writing as an exercise in style, but triggered by a precise objective that varies depending on the medium, the channel, and the phase of the product sales cycle. Copywriting does not refer to a particular type of communication material, but is across all touchpoints: online and offline, from blog to social, from email to brochures.

Today, marketing means always more talking to the user, helping them step by step and addressing them in a direct and stimulating way. Microcopy means doing all this by making the most of every micro-text of an interface, avoiding banality and adding an empathic component to every word. Buttons, thank you pages, error messages, forms and so on become fundamental to make the user perceive the human presence of the company, giving the feeling that it is a person who says every sentence.

Nowadays, a blog is a tool that every company should adopt, for many reasons. The first one is SEO (Search Engine Optimization): that is the positioning on search engines. Google and Co. appreciate very much the constant updating of the contents of a site, which are the keys to be found by users who search for the most strategic keywords for the company. Moreover, the blog allows you to build a base of loyal audience with whom to build a lasting bond of trust. This is a result that is difficult to quantify, but whose future benefits on a commercial level are inestimable.

In the same way as the blog, social media are precious to establish a direct and daily contact with the fan base. Doing social media editing means creating valuable text content that can stimulate interaction from the audience, with the ultimate goal of developing a bond of trust between user and brand. To do this, each platform has its own peculiarities, its own best practices and a recommended length and formatting for content.

Although it may seem similar to the previous headings, Content Marketing has a broader meaning: it is not only about texts, but about creating and sharing all the content that helps to provide information to users and build relationships with them over time. So articles, videos, images, webinars, live chat, guides, infographics: all elements of great value in an increasingly conversational marketing.

SEA e Display ADV

SEA (Search Engine Advertising) groups together the paid activities that are carried out to position a site at the top of Google results, through paid ads. The logic of SEA, in a few words, is similar to a real-time auction: you choose the search keys for which the brand wants to appear at the top of Google and Bing and you establish a maximum budget for each word. Considering the competition, when a user performs one of those searches, among the brands that "participate" in the auction, the one that best combines economic investment and relevance of information wins and is shown the result.

The Display ADV of Google's advertising network, manages promotional spaces on a huge number of sites. The tool through which advertising is shown to users is called banner, which can take various formats and sizes: it can be static, animated, it can be a text or a video. It can be a GIF, JPEG, or Flash file. Display campaigns can have different objectives (brand awareness, acquisition of contacts, sales): on the basis of this, the target to which the ads will be shown is defined. Display advertising campaigns purchase modalities, instead, are different and can vary according to the specific aims of the advertising action.