Skill & Knowledge

In the post-industrial era, Digital Marketing represents the digitalization of strategies and marketing activities. Quite different from Web Marketing, Digital Marketing leverages data and its analysis to automate the relationships between the market and online channels by means of the latest devices such as smartphones and tablets.

Research & Development

Our investment in Research and Development dates from 2014, identifying the best and most effective methods and technologies for the automation of online marketing processes. For our clients, our efforts in this department represent an effective access to valid Research & Development resources in Digital Marketing.

Test & Experimentation

This activity covers the constant testing and classification of new media channels and online platforms for tracking, archiving and analysis of data (DMP) as well as the acquisition of advertising traffic (DSP). Black & White lists are continuously under construction.

The Digital Marketing 3.0

The years 2015 and 2016 marked a major change in online marketing as Web Marketing evolved into Digital Marketing. The change was characterized by the collection, analysis and use of behavioral data throughout the entire online relationship process. Advanced tracking technologies now make it possible to collect data from the moment when a user views a banner ad; together with systems for collecting and analyzing DMP data (Data Management Platforms), persons who may be potentially interested in certain online promotional campaigns can be identified and they can be presented with specific promotional messages that should arouse their interest.
This enormous change will re-position the manner in which an online user interacts with advertising, considering it to be a complementary extension of the information he has chosen to consult by visiting a given webpage. Consequently:
Advertising becomes smart, adapting to the behavioral habits of each individual user, representing an opportunity rather than a nuisance.
The second radical difference that distinguishes Digital Marketing from Web Marketing is the mobile sector. Markets are increasingly approaching a reality which is ONLY MOBILE, i.e. that tends to adopt only mobile devices for connection to the internet and browsing in the web.
From the technological point of view, this behavioral migration represents an enormous challenge for the platforms that handle content and online interaction such as social networks, websites/blogs, e-commerce. In the first place, the mobile context excludes the dominance of the browser and, as a result, the role of search engines. Then we are faced with a huge competition in the use of applications by users.
Finally, for the purposes of marketing actions related to online users, digital marketing 3.0 distinguishes two primary relational phases:
  • PROSPECTING
    creating interest in online campaigns on the part of new online users (bringing them first-time content views of an offer);
  • RETARGETING
    convincing users to act online (returning them to the contents of the offer and convincing them to conclude a transaction);