In recent times, we often hear about artificial intelligence and how it is increasingly influencing our lives. As a matter of fact, AI is gradually shaping the way we live and work by creating multimedia content of all kinds and supporting companies with innovative and smart software. Especially in the world of marketing and communication, the AI is becoming a useful tool on several fronts: from creating multimedia content, to generating textual content up to data analysis. In this article, we analyse what artificial intelligence is, what the main fields of application are and what the pros and cons of this technology are.
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WhatsApp Business: what it is, how it works and how to make the most of it to grow your business
WhatsApp Business is the app developed by Meta Inc. to facilitate communication activities for SMEs and simplify their interactions with customers thanks to a series of tools that allow you to drive better customer support, automate and quickly reply to messages and show the catalog of products and services within the app.
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Archetypal branding: The 12 archetypes for brand personality
Many cultural symbols that have established over the years come precisely from the image that certain brands have built around their values. Coca-Cola, Apple, Nike, or Nutella became established their presence by choosing to communicate messages that refer to universal patterns that catalogue human behaviour in any culture. These patterns are precisely the archetypes. Let’s take a closer look at what they are and how they can be used within the strategic definition of brand identity.
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How KFC created a Christmas tradition in Japan
For over forty years, the Japanese have been dining with KFC’s fried chicken on Christmas Eve. Thanks to a targeted marketing campaign, the fast-food chain was in fact able to create a real Christmas tradition. Let’s see how.
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Did Coca-Cola Invent Santa Claus?
One of the most iconic figures of the Christmas time is undoubtedly Santa Claus, the chubby and likeable man who delivers gifts to children around the world every year on a sleigh. Although Santa Claus is loved and appreciated globally, few know his true identity, his story and the reason why he is often associated with one of the most important companies in the world: Coca-Cola. We will delve into the whole story of Santa Claus in this article.
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Duolingo and gamification as the key to success
With 37 million active users per month in 2021, Duolingo is one of the most popular apps for learning a new language. The ingredients of its success are ease of use, the possibility to make progress even when we’re short on time and a good dose of gamification. In this article, we analyse what gamification is and how it has been used successfully by Duolingo.
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3D billboards and the new frontiers of OOH Advertising
Billboards are one of the oldest forms of advertising and new digital 3D technologies have further expanded their potential, outlining new frontiers for Out of Home ads. Do they represent the future of advertising?
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Communicating art and culture: the Uffizi marketing strategy
Through a digital marketing and communication strategy, the Florentine Museum has managed to reposition and relaunch the image of its brand and attract a new target audience: Gen Z. In the following article, we will analyse the success of the digital strategy of the Uffizi Gallery.
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Coldplay & marketing: The recipe for a successful strategy
How did Coldplay achieve worldwide success? In addition to producing music capable of conquering several generations, the British band uses a careful marketing strategy for its communication and gigs. Let’s see it.
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The 5 stages of the customer journey
Knowing the customer journey is essential to push the right communication levers and send the right message at the right time. In today’s article we explain in detail what the customer journey is and how to implement the 5-stage model.
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