There is no doubt that the web offers a whole range of new communication strategies to marketing offices and in general to all organizations, that were previously unimaginable.
The pervasiveness it has reached makes it possible to reach a tremendous amount of “readers” and at the same time, to customise advertising campaigns to reach only a specific target of users, based on the profiling of certain characteristics: age, gender, occupation and location, just to name a few.
As such, the web provides an opportunity both to be found and to convey information and content. Organisations in this sense must become their own publishers, promoting high-quality commercial and technical content.
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