Starting in 2000, I have worked or consulted for a number of start-ups from more countries than I can probably remember: Germany (Ciao); France (Meetic); Italy (Ennunci); Sweden (Twingly); Italy/Ireland (Zzub); Denmark (Atosho); Spain (Ducksboard); Italy/UK (VoiceMap); and now Canada (Transit App).
Unenthused about banner ads from day-1, I started a blog at dotcoma.it well before it was fashionable to do so, and later wrote a Book on the web, advertising and social media: What Happened To Advertising? What Would Gossage Do?
Who are you and what do you do in life?
I am a former blog-star, at least in Italy (dotcoma.it: now in English!). I have also worked in Marketing, Biz Dev or Sales positions for Start-ups of different stripes (consumer reviews, online dating, classifieds, blog search engines, viral marketing, E-Commerce, SaaS, you name it!) and from more countries that I can probably remember (Germany, France, Italy, Sweden, Ireland, Denmark, Spain, the UK and now Canada). I am currently launching Montreal-based mobile app Transit App in Italy: we’re live in Milan and Rome!
When and why did you start writing?
I started blogging in the summer of 2001, when the dot-com I was working for was about to do some “right-sizing” and I knew I was the next one in line anyway. It was sad to see a group of friends and talented colleagues go, but I can’t say I was surprised. We were a real dot-com: we had no revenue, and our business model at the time was supposed to be about selling Banner Ads. Actually, letting an Ad Network sell Banner Ads for us. That is, the same Banner Ads that I wouldn’t touch with a stick when I was doing the ad-buying.
Continui a sentir parlare di native advertising ma non sei sicuro di sapere cos'è? Sei stanco di sentire il tuo capo parlare di content marketing, infliuencer advertising etc a rampazzo?
La vita è troppo breve per essere gentili. Compra questo libro in versione cartacea e lasciaglielo sulla scrivania.
What is native advertising? Is it a new practice, or little more than a new name?
Is it the same as content marketing? How does it relate to social media marketing?
Does native advertising work? Does it have negative consequences for society?
Should native advertisement be deregulated, or should it be more seriously regulated?
Cosa sono i social media? Sono gli stessi siti web che fino a poco tempo fa chiamavamo social network? Perché abbiamo iniziato a chiamarli social media? Ha senso mandare i visitatori del proprio sito su Twitter e Facebook?
Davvero le persone vogliono una "relazione" con i brand? E le aziende vogliono avere "conversazioni" con i loro clienti?
Does all the hype surrounding social media make sense?
What are social media? Are they the same websites we used to call social networks?
Do people really want to "engage" with brands? Do companies really want to have "conversations" with their customers? What is the value of a Facebook "like"? What is "organic reach"? What happens now that the free lunch is over?
Funziona la pubblicità su Internet?
Funzionano i banner, la "Pubblicità Interattiva" che ora chiamano "Pubblicità Tabellare" (Display) perché non clicca, e tanto meno “interagisce”, nessuno? Per chi funzionano? Funzionano per gli Editori? Funzionano per gli Inserzionisti?
O funzionano solo per le aziende della Silicon Valley che si occupano di tecnologia e intermediazione?
Does Online Advertising work?
The right question to ask would be: for whom does Online Advertising work?
Do Banner Ads, what we once called Interactive Advertising and now call Display Ads because nobody clicks on them, and much less "interacts" with them, work for Publishers? Do they work for Advertisers? Or do they just work for the Middlemen based in Silicon Valley?
This is a book about Advertising, the Web and Social Media. What has Advertising on the Web become? Does Social Media Marketing make any sense?
Who was Howard Luck Gossage, and why should we study his work and his words? What did Gossage understand and put in practice in the '60s that could be valuable to us today? Were he around today: What Would Gossage Do?