Subjects

This book provides a thorough understanding of the communicative and cultural dynamics of the top social media platform of the moment, thanks to the contribution of a group of scholars combining media studies, sociology, semiotics and linguistics.

Complementing the reader-friendly theoretical framework is an interdisciplinary outlook that includes a series of thematic case studies: audiovisual formats and genres, sound and music, fashion and characters, language and slang, sexuality and modes of self-representation.

The book is intended for the broader audience of people inside and outside universities who want to go beyond the inner workings of TikTok and understand its role as a sweeping socio-cultural phenomenon involving communication and marketing professionals, communication scholars and students of communication courses, creatives and content creators. It is also ideal for anyone looking for tools to fathom what is not just the “viral phenomenon of the week” or the “latest hot app”, but one of the most powerful forces in contemporary communication.

Liquid Google is the reference book to understand what Google is today and, hence, what the Internet is today. The book has been penned by leading Italian digital expert Giorgio Taverniti.

Google has changed, becoming liquid. However, very few have realised this and figured out how to approach it. Most people in marketing and communication still work as if they were stuck in 2007, when Google was a static, immovable phenomenon.

Liquid Google aims to fill this void in the understanding of the new digital reality, in the hope of putting the issue of obsolete technologies behind us once and for all.

This book provides a vision to all Google and Internet users, be they content creators, organisers, optimisers and even just searchers. Today, Google is far more than a search engine – it is the Internet itself. If you don’t understand Google’s ecosystem, you can’t play its game and take advantage of its business opportunities.

Beyond Design Thinking lays out strategies, models and techniques for solving complex problems and creating new ideas to make you stand out from the competition by combining analytical and creative thinking.

The first part of the book presents the latest innovation theories and design thinking methods, using a language accessible to all readers. The second part goes deeper into the main topic, describing how data can be integrated into creative strategies developed by high-performance, play-driven teams.

What makes the book ground-breaking is the combination of diverse elements such as data analysis, play, emotions and creativity in order to boost intuition.

Rounding out the book are numerous case studies and the author’s own hand-drawn colour canvas to aid understanding and simulation. This makes it particularly suitable for anyone who wants to learn design thinking as well as for analysts and marketers looking for cooperation-based consultancy techniques; it is also suitable for creative people keen on creating innovative product, business, communication and marketing strategies.

Learning to tell your story online is the key to getting recognised and creating the conditions for selling. As the author explains, if your customers cannot perceive what sets you aside from others, they’ll end up using that one go-to parameter – the lowest price.

So how can small businesses draw on their own heritage of stories, knowledge and values to stand out? How can the Internet and social media be used to gain exposure, build up a reputation and find new customers?

Fulvio Julita explains the ins and outs of storytelling for small businesses, as well as the steps to set the objectives of the narrative, organise an editorial plan, and shape the content. The book will guide you through the development of your very own strategy with practical examples, exercises and downloadable fact sheets. It also provides plenty of advice on writing, photography, video and digital channel management, as well as a description of the Five Jar and SIEPE methods: the former explains how to write content for social media, whereas the latter shows how to organise an editorial plan and stimulate creativity. Both are extraordinary tools to tell your story online the right way, right from the start.

A ground-breaking approach to funnel marketing, featuring turnkey solutions to optimise and implement your customer acquisition strategies.

This is a practical guide that provides step-by-step solutions to increasing your funnel marketing strategies, enabling you to build a marketing model focused on the consumer and their journey to choosing certain goods or services. All the fundamental aspects of communicating with the public are explored, especially brand strength and the relationship with the players involved in the brand’s ecosystem: from brand identity to targets, from user status to customer journey, from traffic analysis to optimisation.

Case histories and examples round out the book, allowing you to design the most suitable funnel strategy for your company right from the start.

This is the first Italian manual that explains what branded podcasts are, how to design them and what value they bring to a content marketing strategy.

In 2019, 12.1 million people in Italy listened to at least one podcast, compared to 10.3 in 2018, marking a 16% increase. The average listening time of a podcast is over 20 minutes. These data alone shows how the podcast medium can become a truly effective and innovative tool in your corporate communication and marketing strategy. The handbook contains all the tools you need to design successful podcasts in keeping with the narrative form needed to give voice to brand values in a way that is relevant to listeners. Marketing and communication managers of companies and agencies will find case histories and interviews with the protagonists of the Italian podcast world, enabling them to discover all the tools of the trade to understand what branded podcasts are, how to design them and how to integrate them effectively into a successful marketing plan.

The book teaches readers how to devise, create and strategically spread valuable content and convey it to the audience at the right time, using the right modalities and the appropriate devices.

This is the third edition of a Digital Marketing series bestseller. It illustrates all the main web marketing tools for SMEs.

How can one take full advantage of the web’s business opportunities? How can one create the ideal mix of digital and traditional tools to stand out, gain effective exposure, establish relations and reach new customers? How can one optimise investments and set budgets? The author guides the reader step by step in defining a digital marketing plan, presents the main tools (SEO, social media, e-mail marketing etc.) and reveals the secrets to achieving satisfying results. Rounding out the book are examples of SMEs that successfully used the internet to improve their business.

Dopo il successo del loro primo libro, il gruppo di professionisti e docenti del Master in Social Media Marketing & Web Communication dello IULM, diretto da Guido Di Fraia, si è di nuovo riunito per dare vita a questa guida al marketing aziendale, totalmente nuova. Se il precedente volume ha rappresentato il primo manuale sull’uso dei social media per attività di marketing e comunicazione prodotto in Italia, questo nuovo lavoro è uno strumento, allo stesso tempo, più approfondito a livello teorico e più ricco di consigli pratici e indicazioni operative. Suo scopo è quello di mettere le aziende di ogni dimensione e tipologia in grado di tradurre in azioni pratiche il know-how distillato dagli autori. Per favorire l’immediato trasferimento dei contenuti alle diverse situazioni aziendali, il volume è diviso in due parti. La prima è incentrata su temi di carattere più trasversale, quali la progettazione e la pianificazione del piano strategico, la produzione dei contenuti e il digital storytelling aziendale. La seconda, più operativa, descrive invece come realizzare concretamente attività di digital e social media marketing per PMI e grandi realtà aziendali, sia nel Business to Business (B2B) sia nel Business to Consumer (B2C).