{"id":281315,"date":"2018-09-14T12:34:34","date_gmt":"2018-09-14T10:34:34","guid":{"rendered":"https:\/\/www.isoladicomunicazione.com\/isola-di-comunicazione-to-radio-lombardy\/"},"modified":"2025-01-09T10:11:28","modified_gmt":"2025-01-09T09:11:28","slug":"isola-di-comunicazione-to-radio-lombardy","status":"publish","type":"post","link":"https:\/\/www.isoladicomunicazione.com\/en\/isola-di-comunicazione-to-radio-lombardy\/","title":{"rendered":"Isola di Comunicazione to Radio Lombardy"},"content":{"rendered":"\n<p>Lorenzo Zesi of Isola di Comunicazione, interviewed by Radio Lombardia in July 2018, talks about <strong>Web Marketing<\/strong> and the comparison between <strong>old and new media.<\/strong> A brief background and video of the interview follow. <\/p>\n\n<h2 class=\"wp-block-heading\">Web Marketing and New Media<\/h2>\n\n<p>What and how many are the old and new <strong>media<\/strong>?<\/p>\n\n<p>In order of birth, there are 7 major ones:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Print<\/li>\n\n\n\n<li>Telegraph<\/li>\n\n\n\n<li>Phone<\/li>\n\n\n\n<li>Cinema<\/li>\n\n\n\n<li>Radio<\/li>\n\n\n\n<li>Television<\/li>\n\n\n\n<li>Internet<\/li>\n<\/ul>\n\n<p>Today, however, it is the <strong>web<\/strong> that is surprising in terms of growth and prospects. And this is also discussed in the video interview with Radio Lombardia: <\/p>\n\n<p class=\"has-text-align-center has-luminous-vivid-amber-color has-text-color\"> \u00a0<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\"> \n<iframe title=\"Intervista a Radio Lombardia   Isola di Comunicazione 2018\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/M4HWCofVE9k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n <\/div><\/figure>\n\n<h3 class=\"wp-block-heading\">The meteoric development of Internet advertising<\/h3>\n\n<p>Digital, by expanding the characteristics of the old communication tools, brings together all the best qualities of the old media. It is also the main <strong>multimedia<\/strong> medium that allows direct interaction between creator and viewer. <\/p>\n\n<p>From its inception to the present, the Internet has grown so much that it has effortlessly entered people&#8217;s daily lives.<br\/> Be they individuals or businesses, Web users now surf for everything from<strong>entertainment<\/strong> to<strong>information<\/strong>.<\/p>\n\n<p>And as a result, <strong>communication<\/strong> has also changed, as has <strong>advertising investment<\/strong>, which is increasingly focusing on digital and its new frontiers. It is counted that web campaigns<strong> already exceed 30 percent<\/strong> of the total in an Italian market of more than 8 billion euros spent on advertising in 2017. <\/p>\n\n<h3 class=\"wp-block-heading\">The decline of print and TV<\/h3>\n\n<p>The strong growth of digital advertising comes mainly at the expense of investment in other media, such as <strong>TV <\/strong>and <strong>print<\/strong> media, which is declining.<\/p>\n\n<p>This can also be seen from the data in the graph below:<\/p>\n\n<figure class=\"wp-block-image aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"338\" src=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2023\/05\/andamento-investimenti-pubblicitari-2017.jpeg\" alt=\"\" class=\"wp-image-255492\" srcset=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2023\/05\/andamento-investimenti-pubblicitari-2017.jpeg 600w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2023\/05\/andamento-investimenti-pubblicitari-2017-300x169.jpeg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n<p><\/p>\n\n<p>Compared to 2016, TV sees investment contracted by 2 percent, while print media by as much as 7 percent.<\/p>\n\n<h3 class=\"wp-block-heading\">Radio resists<\/h3>\n\n<p><strong> Radio<\/strong>, on the other hand, is not losing ground. Although it is one of the oldest media, it still manages to secure its slice of audience and a wide coverage of targets, territory and topics. <br\/>  This is because of its inherent characteristic that makes it possible, especially in such a hectic world, to be able to follow it while also taking care of other things.<\/p>\n\n<h2 class=\"wp-block-heading\">New forms of Targeting<\/h2>\n\n<p>Media change and advertising changes.<br\/>  Today, however, it is easier to know and select the audience of advertising campaigns. In the world of digital communication, in fact, <strong>targeting <\/strong>is most important. <\/p>\n\n<p><strong>Search engines<\/strong>, <strong>Blog<\/strong> advertising, and <strong>social networks<\/strong>, are the preferred means of communication seeking a <strong>targeted audience<\/strong>.<br\/> How do they do it? Platforms study user data and offer advertisers data to communicate more effectively with audiences. Content gets closer to the <strong>needs<\/strong>, <strong>tastes<\/strong> and <strong>habits of <\/strong>the audience.  <\/p>\n\n<p>For this reason, the<strong>analysis of web data<\/strong> is crucial. And their ability to give rise to a more refined and widespread form of <strong>communication<\/strong>. That is, a more targeted and less wasteful web marketing strategy.  <\/p>\n\n<p><span style=\"font-size: 17px;\">Compared with print or TV advertising campaigns, the Web offers much more accurate data.<\/span><\/p>\n\n<p>This is through online user journey and data analysis, a basic activity for digital communication to be targeted. That is, it arrives smoothly to the right people and in the right way. <\/p>\n\n<p>There are several factors that you are able to track and by which you can target your message in the network:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Age groups<\/li>\n\n\n\n<li>Male or female gender<\/li>\n\n\n\n<li>Geolocation<\/li>\n\n\n\n<li>Interests, needs and tastes<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">GDPR and consumer protection<\/h2>\n\n<p>The Web aims to be understood and used by everyone, with increasing development in all areas of life. Although the complexity and spread of these <strong>new<\/strong> <strong>technologies <\/strong>still remains a very sensitive issue. <\/p>\n\n<figure class=\"wp-block-image alignleft size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2023\/05\/GDPR-Intervista-di-Radio-Lombardia.jpeg\" alt=\"\" class=\"wp-image-255493\" width=\"375\" height=\"203\" srcset=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2023\/05\/GDPR-Intervista-di-Radio-Lombardia.jpeg 500w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2023\/05\/GDPR-Intervista-di-Radio-Lombardia-300x163.jpeg 300w\" sizes=\"(max-width: 375px) 100vw, 375px\" \/><\/figure>\n\n<p>The strong presence of the Web in people&#8217;s lives, and the related collection of sensitive data, casts a shadow over digital potential.<\/p>\n\n<p>Although-in the virtual as well as in the real world-privacy is <strong>regulated and regulated <\/strong>by specific laws, the subject is still being defined.<\/p>\n\n<p>And the heated debate over the General Data Protection Regulation ( <strong>DGPR<\/strong> ), which came into effect in May 2018, also remains open.<\/p>\n\n<p>Practitioners need to stay current for 2 reasons:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>To offer a comprehensive, quality and up-to-date service to sponsoring companies<\/li>\n\n\n\n<li>To protect citizens, who have the right to be respected according to the most current sensitivities in the field<\/li>\n<\/ol>\n\n<p><strong>Google<\/strong>, for its part, also offers interesting opportunities to train online on all the topics needed to juggle, understand and take advantage of the features of the Web.<\/p>\n\n<h2 class=\"wp-block-heading\">Google Digital Training, Google Certification and Google Partnerships<\/h2>\n\n<p>As we said,<strong> Google <\/strong>allows you to delve into the topics of web, web marketing and new media.<\/p>\n\n<h3 class=\"wp-block-heading\">Google Digital Training<\/h3>\n\n<p>The<strong>&#8220;Google Digital Training<\/strong>&#8221; web marketing course is ideal for beginners, entrepreneurs and students.<br\/> It allows you to approach, deepen and begin to understand the potential of <strong>communication <\/strong>and<strong> web marketing<\/strong>.<br\/><strong>Google Digital Training <\/strong>is a <strong>free online certification<\/strong>, consisting of a series of exams and a final certificate. If you want to learn more, read our article <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/the-best-free-online-web-marketing-course-the-google-digital-training\/\" rel=\"noopener\">The best free online web marketing course<\/a>. <\/p>\n\n<h3 class=\"wp-block-heading\">Google Certification<\/h3>\n\n<p>Google Certification is an individual certification that tends to be for professionals.  <span style=\"font-size: 17px;\">It certifies knowledge in Web Marketing and introduces Google advertising tools. Interested parties, in order to obtain Google certification, must pass several specific exams and updates from year to year.<br\/> Google certification goes beyond the personal certificate, because it is one of the prerequisites necessary for Web Agencies to obtain <strong>Google Partner<\/strong> status. <br\/>\n<\/span><\/p>\n\n<h3 class=\"wp-block-heading\">Google Partnership<\/h3>\n\n<p><span style=\"font-size: 17px;\">The <strong>Google Partnership<\/strong> is a very important recognition and is reserved for Web Agencies or those who manage real advertising campaigns. <\/span><span style=\"font-size: 17px;\">It imposes on Web Agencies that achieve it <\/span><strong style=\"font-size: 17px;\">standards of<\/strong> <strong style=\"font-size: 17px;\">high quality and professionalism. <\/strong> <span style=\"font-size: 17px;\">In addition, the ability to optimize the companies&#8217; budget investment must always be demonstrated. The possession of the <\/span> <span style=\"font-size: 17px;\"> requirements for obtaining the Google Partnership are <\/span><span style=\"font-size: 17px;\">constantly verified by Google itself. <\/span> <span style=\"font-size: 17px;\">This control is a guarantee of seriousness often <strong>decisive for clients of Google Partners<\/strong>. In addition, it represents an obligation that determines the<strong> constant updating<\/strong> on the hot topics of Web Marketing of Google Partner agencies. <\/span><\/p>\n\n<p>In fact, only Google Partner agencies can bear Google&#8217;s official logo. A clear divide between the professionalism of Web Agencies that can display it and the improvisation and amateurism that are still very much present in this world. <\/p>\n\n<p>Logos must be clickable and must show the specialties of Web Agencies. Try to check for yourself by clicking on the logo. <\/p>\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2023\/05\/logo-google-partner.jpeg\" alt=\"\" class=\"wp-image-255494\" width=\"200\" height=\"71\" srcset=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2023\/05\/logo-google-partner.jpeg 400w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2023\/05\/logo-google-partner-300x107.jpeg 300w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/figure>\n\n<p><\/p>\n\n<p class=\"has-text-align-center\">Do you want to know more? Don&#8217;t hesitate, <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/contact\/\">contact us today<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Web marketing and new media, that was the topic of Radio Lombardia&#8217;s interview with Lorenzo Zesi of Isola di Comunicazione. Watch the video of the interview now! <\/p>\n","protected":false},"author":10,"featured_media":278534,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[101],"tags":[126,125,127,128,129,120],"class_list":["post-281315","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-news-en","tag-digital-training-en","tag-google-certification","tag-google-partners-en","tag-media","tag-radio-lombardy","tag-web-marketing-en","post_format-post-format-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Isola Of Communication Present at Radio Lombardy | Isola<\/title>\n<meta name=\"description\" content=\"Old and new media, that was the topic of Radio Lombardia&#039;s interview with Lorenzo Zesi of Isola di Comunicazione. 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