Instagram

Instagram

 

Contents of the Article

  • 1 Instagram
    • 1.1 IGTV, 60 Minute Video Platform
    • 1.2 Free Way to the Stories Screenshot!
    • 1.3 Too much on Instagram? An Incoming Notice!
  • 2 YouTube Launch “Music”
    • 2.1 Music Smart Search
  • 3 Facebook and Artificial Intelligence
    • 3.1 Objective of the Artificial Intelligence of Facebook

One of the wealthiest weeks of news for our social network friends is coming soon .

Let’s see what it is!

Instagram

IGTV, 60 Minute Video Platform

IGTV is the new platform of Instagram , accessible within the application through a button on the top right, which allows the loading and viewing of video content much longer than the standard of 60 seconds. Through IGTV, Instagram joins the giants of video content, such as Facebook and YouTube , removing a new and important piece of classic media, such as TV. In addition, it goes perfectly with amateur videos, those “shot and published” , which are the favorites of the younger audience, the so-called ” digital natives “.

IGTV content can last up to 60 minutes , much more than the minute limit, can have a weight not greater than 3.6 GB , are in MP4 and in a 9:16 vertical format . Each account, both personal and business, can create its own channel , many influencers from every sector have already done so.  

It will be a turning point for any Content Marketing strategy. Have you already thought about including it in yours?

Free way to the Stories Screenshot!

You heard well, no more notifications after the screenshots to the photos of the Instagram profiles! The social networks announced that it will remove this annoying function.

Too much on Instagram? An Incoming Notice!

The new function of Instagram is designed for the youngest users, especially for minors. Usage Insight , the name of this tool, has an indicator related to the time spent on the app , in order to avoid spending too much time on social networks. With the Daily Reminder option, you can select the amount of weekly hours to spend on the application and an information notification to receive an alert when the time available is expiring.

Really useful, for the very young it risks becoming a real addiction .

YouTube Launch “Music”

While subscribers of paid services such as Spotify and Apple Music increase, the company managed by Google also drops its platform ” YouTube Music “, the new music streaming service that includes hundreds of playlists, official versions of thousands and thousands of songs, radios curated by the artists and of course also music videos. This service, with a renewed app and site, is available either for free with advertisements, or as a subscription for € 9.99 / month (€ 14.99 for the Family Plan) and includes other tools such as Google Play Music and YouTube Red . another paid platform focused on entertainment. Moreover, it is simple to use and totally customizable to your liking, based on particular needs or based on your movements.

Smart Search for Music

The big news, however, is the Smart Search , an intelligent search that uncovers the songs even without mentioning the title, the author, the year or other …

For example, YouTube Music can find songs through a memory of the music video: “The song of Spice Girls in the desert …” or search through some words of the text, even wrong. Shazam, get out of the way.

YouTube could not afford to lag behind the latest giants contending for the monopoly of listening to music . I would say that he succeeded.

Facebook and Artificial Intelligence

 

Facebook F8

“Artificial Intelligence is the basis of everything we do and is the best tool to keep our community safe.” Schropfer, CTO of Facebook, during the F8, informs the world on the three areas that Facebook will focus on. the next ten years, ie Artificial Intelligence , C onnectivity and Augmented and Virtual Reality .

Today, Facebook researchers have wanted to surprise us with a novelty, raising the limits of what artificial intelligence has been up to now, that is a technology, which relying on huge databases of images and details of other people, could correct at most a few pixels missing, let alone correcting the closed eyes on a photograph really bad.

For this purpose, two different techniques have been created, called eye in-painting . The former uses a reference image to replace the eyes, the second stores a real version of the user’s eyes to be used in the corrections. While many programs work with a database of existing images, Facebook has created its own set of data for a result almost identical to the original .

Indeed, the Facebook AI can recognize the face of a person framed in a fraction of a second from the smartphone’s camera and suggest to the user to tag it while publishing the same photo on Facebook. Really amazing!

But … How did Facebook?

Schropfer says that Facebook has exploited the visual social network par excellence, nothing less than Instagram , specifically 3.5 billion images and 17 thousand hashtags.  

Objective of the Artificial Intelligence of Facebook

What is the real goal of AI on Facebook? First of all, the safety of its users. Removing spam accounts , fake profiles , terrorist propaganda , inappropriate content , fake news is the true goal of artificial intelligence within Facebook, even if there is still a need for human support.  

In this regard, a problem linked to ethics also opens up. It is not easy to teach a machine without having prejudices or preconceptions, typical of human logic. The researcher Isabel Kloumann at the F8 conference: “We need to understand what our prejudices are in order to avoid passing them to machines when we educate them. Think of avatars: thanks to AI, we now have the ability to recreate your faces in a very precise way. But to do this, we need to educate artificial intelligence to diversity , to the fact that the faces have different characteristics. The details must be accurate and non-discriminatory “. So, eye!

 Moments of Truth

Moments of Truth

 

 

Contents of the Article

  • 1 What are Moments of Truth?
    • 1.1 FMOT: First Moment Of Truth
    • 1.2 The Factors Determinants A Purchase
    • 1.3 SMOT: Second Moment Of Truth
    • 1.4 TMOT: Third Moment Of Truth
  • 2 Google and the ZMOT, Zero Moment Of Truth
  • 3 Micro Moments
    • 3.1 What are the Micro Moments?
    • 3.2 How to use Micro Moments?
  • 4 How to Win Zero Moment Of Truth?

What are the micro moments? Before discovering it, some preconditions are necessary. Let’s see them right away.

Today, using Web Marketing to promote a business means to show the related products or services to a group of users really interested, who will probably turn into customers, preferably happy, satisfied and loyal.

One thing is certain: in any case, consumers have the power of choice and opinion, to establish the quality and the real functionality of a given product or service. For this reason, it is of fundamental importance to listen and involve the public, wondering what are the factors that push consumers to buy and what are the criteria for choosing a product rather than another.

In this regard, the moments of truth come into play . For web professionals, it is very important to recognize and exploit these “moments of truth”. I’ll explain what we’re talking about right away.

What are Moments of Truth?

Google Moments of Truth

FMOT: First Moment Of Truth

In 2005, Procter & Gamble was the first to talk to us about “moments of truth” , specifically ” First Moment O f Truth “, that is the precise moment in which the consumer makes the purchase decision in front of the shelf.

Factors Determinants A Purchase

In the pre-digital era, the physical appearance of the product played a fundamental role in the act of choice. The buyer was attracted by the packaging, the colors, the slogan used, the labels, the central position on the shelf … It is still today, mind you.

However, after the definition of the FMOT (“First Moment Of Truth”), by AGLafley , the then CEO of Procter & Gamble, ie the time frame, which varies from 3 to 7 seconds, in which the consumer approaches to the type of product and takes the fateful decision, between companies and multinationals, it sparked a real battle to the perfect product and the central position on the supermarket shelf (Che … No! It is not random!).

SMOT: Second Moment Of Truth

The ” Second Moment Of Truth ” occurs during the use of the asset, when the consumer experiences the purchase for the first time. In this period, he reflects and expresses an opinion on the actual quality of what he has purchased.

For a company, understanding the buyer’s experience is very important. Positive feedback indicates a good path, the negatives signal necessary changes of course.

TMOT: Third Moment Of Truth

In the third moment of truth, the consumer shares his experience with friends and acquaintances, whether positive or negative. Word of mouth can be the most favorable tool, but also the most harmful for a product, at worst for a company. The spread of positive experiences helps the brand to grow and develop, negative experiences can have a heavy influence on the future performance of the company itself.

Google and the ZMOT, Zero Moment Of Truth

Why did Google introduce the ” Zero Moment Of Truth “?

To date, consumers form their opinions long before they reach the supermarket shelf or shop window. Through blogs, online reviews, social networks, consumers are informed, aware and buy in a much more careful way. For this, Google introduced the zero moment. He did it through this free e-book written by Jim Lecinski, Managing Director US .

This is the exact time frame in which the consumer performs one or more web searches to clarify his real needs. The user compares the product or service with others, uses the potential of the internet, such as the aforementioned blogs, online reviews, social networks, to be sure that they can satisfy a real need or a desire.

Setting up a Web Marketing Strategy and Choosing the most suitable Channels for Business also means understanding the moments of truth of the users and the reasons why they decide to choose one product rather than another. Warning! Without ever forgetting or underestimating the zero moment, that is to try to be present in a correct and satisfactory way in the search results to clarify an opinion or to satisfy the user’s requests at best.

Micro Moments

Micro Moments

The Micro Moments are the small moments of time that the user takes to consult the web and try to respond to their own needs, a curiosity or a desire. For companies, it is a great opportunity, to be exploited not only with SEO, but with all the online activities described in its Web Marketing Strategy, such as social networks or content optimization for mobile.

In the first case, social networks, however, should not be imagined as incubators of direct sales . Their purpose is to exploit these small moments and capture the consumer little by little, sowing lures along the way and intervening at every stage of the process, from the promotion of the brand, to the purchase phase. The second factor not to be forgotten and evaluated in the Web Marketing Strategy, is the mobile , the smartphone, so to speak. According to the Google survey , 96% of users search for information on the web from their mobile device.

The Google video shows us the process behind the Micro Moments . Beautiful, is not it?

In essence, Zero Moment is the consumer’s online pre-information process , which generally precedes the purchase. the Micro Moment is the precise moment in which the user decides to carry out a search on the web, in order to fulfill a specific need. It is up to companies to know how to weave and use them correctly.

What are the Micro Moments?

I-want-to-know moments , I-want-to-go moments , I-want-to-do moments , I-want-to-buy moments , that is, knowing, going, doing, and buying. Google summarizes them in this infographic:

Micro Moments

How to use Micro Moments?

Have you ever been intrigued by a video or a photo? Needed to identify a particular place? Attracted by a fantastic street advertising? I think so! And in a few moments, you decided what your next purchase or your next destination would be. These moments have the enormous “power” to hook potential customers and take them to take action, such as buying, regardless of their needs, simply by exciting them , with a simple video, a photo or an advertisement.

The secret is to understand the needs of the market and interweave them to the objectives of the Web Marketing Strategy, so as to focus on the right Micro Moments . In fact, every online content must be created and oriented to capture the right moment and capture the consumer’s gaze.

How to Win Zero Moment Of Truth?

The first moments of truth have not been downgraded, they are very important, today like ten years ago. However, it is the Zero Moment that is central to companies. The pre-purchase is much more than searching for information, it’s an emotional moment.

To ensure victory in the ZMOT, it is very important to guarantee the consumer a great experience.

Before Creating a Company Page on Facebook  

Before Creating a Company Page on Facebook 

Facebook Company page

Contents of the Article

  • 1 Create a Company Page on Facebook
    • 1.1 Choose the Page Category
    • 1.2 Enter the Activity Details
    • 1.3 Enter Profile Image and Cover Image: NEW DIMENSIONS 2018
  • 2 Optimize the Company page on Facebook
    • 2.1 Update the Page Information
    • 2.2 Change the Settings of the Page
    • 2.3 Monitor the Page Insights
    • 2.4 View the Contents of the Page
    • 2.5 Define the Call To Action
  • 3 Open an account on Facebook Business Manager

Before Creating a Company Page on Facebook …

Are you promoting the Activity on the Personal Profile ? Facebook gives the possibility to “transform” the Profile into Page in a few steps, transferring most of the data, such as posts, images and followers.

To Deepen: Turn Profile into Business Page without Losing Data

Create a Company Page on Facebook

As a first step, log in to the Personal Profile and click on the following link:

https://www.facebook.com/pages/create/

Choose the Page Category

In this overview, you can decide which type of activity your business belongs to, between company or brand and community or public figure.

 

  • select Company or Brand, if your goal is to connect with potential customers and show them your products or services;
  • select Community or Public Character, if your goal is to connect with your supporters;

For example, for “Ristorante Da Rosa” or “Fashion – Clothing Store” it will be a Company or Brand; “Football Association” or “Renato Zero Fan Club” will be Community or Public Character.

Enter the Activity Details

Now, type in the Name and Category of the Activity. Regarding the Name, choose a text that is extremely identifying; I chose Ristorante Da Rosa, also mentioning the type of activity (Restaurant), because it will be easier to find on Facebook. In the Categories, find a list of productive sectors, from “Clothing” to “Sport and Leisure”; select the category that most closely matches the type of your business.

Add, now, the Address and Phone Number and select Continue.

Create a Facebook page

Enter Profile Image and Image of Cover: NEW DIMENSIONS 2018

On subsequent screens, Facebook gives you the ability to upload and insert a Profile and a Cover Image.

Profile picture In this step, you have to pay close attention to the image measurements. Facebook, very often, changes the measures. For your convenience, I’ll insert the new 2018 Guidelines below.

The Profile Image is the one that represents the company in the home, in the comments, in the messages … In practice, anywhere in the platform. So, choose the Company Logo , which is the first element to make you recognizable, being sure that it is clearly readable even in small dimensions, for example from a mobile phone. The dimensions are 170 × 170 pixels (desktop view) and 128 × 128 pixels (smartphone view); for the best possible quality, upload a 320 × 320 pixel image and PNG format.

The Cover Image is rectangular and has dimensions of 820 × 315 pixels . Attention, however, to smartphones, where the image is displayed in the size of 560 × 315 pixels .

Cover image

If you want to use an image that is adaptable both on desktop and on mobile devices, 820 × 462 pixels seems to be the best fit.

Not just images! As a Cover, you can insert a Video or create a Slide composed of 5 images. In the case of a video, it must be at least 820 × 312 pixels and have a duration of 20 to 90 seconds. As for the Slide, you just have to upload up to 5 photographs of the measures mentioned above.

If you have found images or a video that you like, but that has dimensions that do not go … You can simply try to load it the same, and then reposition it, paying attention to the “cuts”.

Optimize the Company page on Facebook

Well! You understand how to Create a Company Page on Facebook. Let’s go to optimize it!

Update the Page Information

First, click on the 3 dots next to the “Share” button and on “Edit Page Information”. You can add an Impressum, that is a small text that summarizes the merits of the Activity, the Website, an Email and the Schedules.

By clicking on ” See All Information “, an overview of the Information opens, where you can edit the @UserName (it will be, for example, @RistoranteDaRosa), Details, Start Date of the Activity, Instagram Account, you can write a History of Activities, add yourself to Team Members and much more.

Change the page settings

In the Settings , at the top right, you can make several changes to the Page. Let’s see the most important.

  • in General, you can, for example, perform the Verification of the Page, which determines its authenticity, establish Filters and Limitations;
  • in Messages, manage Automatic Conversations and Answers;
  • in Edit Page, you can edit the tabs proposed in the left-hand side of the Home page;
  • in Page Roles, add or remove Collaborators;

Monitor the page insights

In Insights , you can monitor your Follower’s actions inside and outside the Page. This section is very important, as it indicates the response of users to what you publish in the Page and provides Data and Percentages, which you can interpret and consider in defining an Editorial Calendar.

To learn more: Beginner’s Guide to Facebook Business Manager

View the Contents of the Page

In Publishing Tools , you can view posts, videos, and all other content offered in Page. One of the most useful functions is Post Programming . In practice, after creating a post, you can decide whether to publish it immediately or schedule it, indicating date and time and letting Facebook, automatically, post it to Page. Convenient, no ?!

Define the Call To Action

The last step is to define a Call To Action, ie the main action that we want the user to perform in the Page. To do this, simply press “Add a Button”, the blue button below the Cover Image.

You can choose:

  • Booking;
  • Contact;
  • More information;
  • Shopping;
  • Downloads;

Open an account on Facebook Business Manager

Well, we have concluded this 2018 Guide on How to Open a Facebook Page. Next Step? Promote the page!

Keep it going…

Complete Guide to a Winning Facebook Marketing Strategy

Web Marketing Strategy

Web Marketing Strategy

 

Contents of the Article

  • 1 Set up a Web Marketing Strategy
    • 1.1 Competitor analysis
    • 1.2 Interception of the Objectives
    • 1.3 Interception of the Reference Target
  • 2 What are the Channels of Web Marketing and Communication?
  • 3 Criteria for Choosing Web Marketing Channels
  • 4 How to distinguish the Channels of Web Marketing and Communication
  • 5 The most profitable Web Marketing and Communication Channels
  • 6 Errors not to be committed

You’re entering digital, but you do not know where to start? Not sure which Web Marketing and Communication Channels are right for your business? Or your Strategy is already active, but you can not reach the desired results? I warn you, you’re in the right place, you’ll have solved your problem at the end of this article.

Very often, the mistake lies in not knowing how to recognize the most profitable Web Marketing and Communication Channels. This phase is very delicate, although it is not the first to do. The first step is to lay the foundations of a Good Web Marketing Strategy. Let’s see how.

 

Set up a Web Marketing Strategy

Many Web Marketing Strategies are activated immediately, including all Communication Channels, without preferences of any kind. In reality, an excellent Web Marketing Strategy should start with:

  1. an adequate analysis of the current context, in which you will operate, and of the Competitors;
  2. the provision of Goals to be achieved;
  3. interception of the Reference Target;

Competitor analysis

Studying the opponent’s moves is a very useful aid in setting up a strategy oriented towards success. Let’s see how.

  • Identify the Principal Competitors (max 3);
  • Studying the Client / Follower of the Competitor (age, sex, social status, job position, interests …);
  • Analyze the behavior (what it does, why and how it behaves with the Competitor);
  • Check all the Web Marketing and Communication Channels used by the Competitors;

This Competitor Analysis is useful for entering the same wavelength as your Adversaries, saving resources in terms of time and budget.

Interception of the Objectives

Another basic element to set up a Web Marketing Strategy is to choose your Business Objectives

The main reason why a company should have a strategy is to grow and increase its profits. It is more than obvious that the use of money always implies an ROI , that is, a return on investment.

Now, it is a motivation that must take into account many other variables. For example, it is useless to take care of your Facebook perfectly, when employees do not know how to interact with potential customers or are able to sell absolutely nothing. Therefore, there is always a need for a good compromise between Online and Offline Activities .

Brand Awareness, Lead Generation and Customer Care

That said, let’s understand together how to face the challenge of this Facebook Marketing Strategy.

First of all, let’s go and identify the three most important goals:

  1. Brand Awareness (increase in brand awareness)
  2. Lead Generation (generation of a database of profiled contacts)
  3. Customer Care (attention shown to the customer)

Each of these can be achieved by applying different tactics, illustrated in the Connection phase. But … By embarking on a path oriented towards these three objectives, how do we understand if we are walking well and in the right direction?

Smart lenses

One of the methods for identifying and assessing objectives is the SMART Method by Peter Druck, coined in 1954, which defined 5 criteria. A goal is:

  1. Specific Specific (“increasing coverage” of posts is not a goal, “increase coverage by 20% over last year” is)
  2. Measurable measurable (must be quantified in money, in percentage or according to an internal scale of values)
  3. Achievable Access (must be attainable with the tools that you have available)
  4. Realistic Realistic (have you calculated if it’s really worth it?)
  5. Timed Time-Based (can it be linked to an expiration?)

In this way, we will be sure that the goal is well defined, clear and measurable.

  • How can I measure the increase in brand awareness?
  • How can I form a database of profiled contacts?
  • How can I measure the attention shown to customers and potential customers?

Now, everything is about setting goal measurement units and setting an expiration date.

Interception of the Reference Target

To identify the Target of Reference means to analyze, study and define who is the Customer’s Potential. The ideal would be to have all the information available and create the profile of a typical customer.

This approach allows you to contact with your products or services to a Public Profile, that is potentially interested in your Business or accumulated by the same characteristics and very similar interests. This phase is very delicate, perhaps the most at risk of the whole project; it is very easy to make mistakes. In fact, to mistake the Target of your Web Marketing Strategy means to contact People not interested in your Business; this inevitably breaks down the foundations of the whole Strategy.

Channels Web Marketing Strategy

 

What are the Channels of Web Marketing and Communication?

Now that we have identified the fundamental basics of a Strategy, we can list the Channels of Web Marketing and Communication and identify those that could do for us.

When I talk about Web Marketing and Communication Channels, I refer to:

  • Google (Search Engine)
  • Facebook (Social Network)
  • YouTube (Video Search Engine)
  • Instagram (Social Network)
  • Twitter (Social Network)
  • LinkedIn (Social Network)
  • WhatsApp (Messaging System)
  • Etc…

Such Channels are the most widespread and the most used. For convenience, I have omitted many other tools, because they have a lower number of users.

Selection criteria for Web Marketing Channels

I’ll ask you a few questions to make your business easier.

  • How long do you want to achieve your goals?

In reality, it depends on the possibility of immediately intercepting your potential customers. Through Google, it is possible to propose following a specific user request. For example, a camera vendor can be found by users who, being interested in buying a camera, carry out specific research on the type of product. In this case, in terms of time, what makes the difference is that the seller can be found in Google search results, following an SEO Optimization job, which can last weeks or months, or through Google Campaigns AdWords , which allow you to position the site immediately. The same situation can occur on Facebook, where, despite the question intercepted is different, in the same way the Pay Per Click Campaigns can speed up and amplify the process of dissemination of the activities of the Brand.

  • Is the Question Latent or Conscious?

Determining the Target of Reference is fundamental for any type of Advertising Campaign, we have seen it before. The choice of the Web Marketing and Communication Channels also depends on the type of Target. Some of these, like Facebook, respond to a Latent Question , ie the Public is not explicitly interested in the Product / Service, but could become so; others, like Google, respond, instead, to a Conscious Question , ie the Public is literally looking for the type of Product / Service proposed.

To Deepen: Why Define the Target on Facebook?

  • Which Product / Service do you promote?

Do you sell on the Web or in the store? Is it a B2B / B2C Product / Service? Are these events or courses aimed at a specific audience? In this analysis, you can meet the Target, because knowing who to turn to, it will be easier to transmit the values and values of your business. Furthermore, for those who sell a large catalog of products through E-Commerce, it is essential to identify those to invest in, based on salable and profit margins.

  • What is the Reference Market?

What is the behavior of the people with respect to the type of product / service proposed? Which approach is the best? Have you analyzed the Competitors? What do they offer? Use this way to identify the Web Marketing Channels that could be better than others.

  • When do you have Budget available?

All channels of the Web can be used effectively regardless of the budget. Having a limited budget does not mean that you can not promote yourself online with Google or Facebook; indeed, sometimes it represents a deterrent. The important thing, if you are not already on the Web with a strong and defined image, is to face the creation of content and the launch of Advertising Campaigns in a progressive way and concentrating its resources initially only on the markets that better perceive the Offers proposals. When a ROI is evident, that is a Return on Investment, it will be possible to increase the investment until the market is sutured.

Through this little GUIDE, you will be oriented in choosing the Web Marketing and Communication Channels that best suit your current situation.

How to distinguish the Channels of Web Marketing and Communication

At this point, once a good Context Analysis has been carried out, the Objectives to be reached and Targeted and Timed are set, finally we deal with the choice of Communication Channels. First of all, let’s distinguish them in:

  • owned (Website, Blog, App) or controlled by Brand / Companies (Social Networks);
  • purchased (PPC, Sponsorships, Purchase of Keyword);
  • earned (References, Word of mouth, Feedback …);

An excellent Web Marketing Strategy is based on the balance of these three approaches: the weakness of one of these could destabilize the whole project.

The most profitable Web Marketing and Communication Channels

Which is the most suitable channel? What generates greater results. So, how to find the most suitable one? Let’s see it right away.

  • Website

It is the first communication tool on the Web : a completely customizable space, the online business card of your company. It is not only important that it is aesthetically beautiful, appealing and that shows perfectly your products / services, but it is essential that it is designed and implemented by a Web Designer , able to make it functional, in relation to the achievement of your goals, which is Optimized SEO Side, and perfectly matching your needs. For this, we are here!

Web Marketing Strategy

Web Marketing Strategy

 

Contents of the Article

  • 1 Set up a Web Marketing Strategy
    • 1.1 Competitor analysis
    • 1.2 Interception of the Objectives
    • 1.3 Interception of the Reference Target
  • 2 What are the Channels of Web Marketing and Communication?
  • 3 Criteria for Choosing Web Marketing Channels
  • 4 How to distinguish the Channels of Web Marketing and Communication
  • 5 The most profitable Web Marketing and Communication Channels
  • 6 Errors not to be committed

You’re entering digital, but you do not know where to start? Not sure which Web Marketing and Communication Channels are right for your business? Or your Strategy is already active, but you can not reach the desired results? I warn you, you’re in the right place, you’ll have solved your problem at the end of this article.

Very often, the mistake lies in not knowing how to recognize the most profitable Web Marketing and Communication Channels. This phase is very delicate, although it is not the first to do. The first step is to lay the foundations of a Good Web Marketing Strategy. Let’s see how.

 

Set up a Web Marketing Strategy

Many Web Marketing Strategies are activated immediately, including all Communication Channels, without preferences of any kind. In reality, an excellent Web Marketing Strategy should start with:

  1. an adequate analysis of the current context, in which you will operate, and of the Competitors;
  2. the provision of Goals to be achieved;
  3. interception of the Reference Target;

Competitor analysis

Studying the opponent’s moves is a very useful aid in setting up a strategy oriented towards success. Let’s see how.

  • Identify the Principal Competitors (max 3);
  • Studying the Client / Follower of the Competitor (age, sex, social status, job position, interests …);
  • Analyze the behavior (what it does, why and how it behaves with the Competitor);
  • Check all the Web Marketing and Communication Channels used by the Competitors;

This Competitor Analysis is useful for entering the same wavelength as your Adversaries, saving resources in terms of time and budget.

Interception of the Objectives

Another basic element to set up a Web Marketing Strategy is to choose your Business Objectives

The main reason why a company should have a strategy is to grow and increase its profits. It is more than obvious that the use of money always implies an ROI , that is, a return on investment.

Now, it is a motivation that must take into account many other variables. For example, it is useless to take care of your Facebook perfectly, when employees do not know how to interact with potential customers or are able to sell absolutely nothing. Therefore, there is always a need for a good compromise between Online and Offline Activities .

Brand Awareness, Lead Generation and Customer Care

That said, let’s understand together how to face the challenge of this Facebook Marketing Strategy.

First of all, let’s go and identify the three most important goals:

  1. Brand Awareness (increase in brand awareness)
  2. Lead Generation (generation of a database of profiled contacts)
  3. Customer Care (attention shown to the customer)

Each of these can be achieved by applying different tactics, illustrated in the Connection phase. But … By embarking on a path oriented towards these three objectives, how do we understand if we are walking well and in the right direction?

Smart lenses

One of the methods for identifying and assessing objectives is the SMART Method by Peter Druck, coined in 1954, which defined 5 criteria. A goal is:

  1. Specific Specific (“increasing coverage” of posts is not a goal, “increase coverage by 20% over last year” is)
  2. Measurable measurable (must be quantified in money, in percentage or according to an internal scale of values)
  3. Achievable Access (must be attainable with the tools that you have available)
  4. Realistic Realistic (have you calculated if it’s really worth it?)
  5. Timed Time-Based (can it be linked to an expiration?)

In this way, we will be sure that the goal is well defined, clear and measurable.

  • How can I measure the increase in brand awareness?
  • How can I form a database of profiled contacts?
  • How can I measure the attention shown to customers and potential customers?

Now, everything is about setting goal measurement units and setting an expiration date.

Interception of the Reference Target

To identify the Target of Reference means to analyze, study and define who is the Customer’s Potential. The ideal would be to have all the information available and create the profile of a typical customer.

This approach allows you to contact with your products or services to a Public Profile, that is potentially interested in your Business or accumulated by the same characteristics and very similar interests. This phase is very delicate, perhaps the most at risk of the whole project; it is very easy to make mistakes. In fact, to mistake the Target of your Web Marketing Strategy means to contact People not interested in your Business; this inevitably breaks down the foundations of the whole Strategy.

Channels Web Marketing Strategy

 

What are the Channels of Web Marketing and Communication?

Now that we have identified the fundamental basics of a Strategy, we can list the Channels of Web Marketing and Communication and identify those that could do for us.

When I talk about Web Marketing and Communication Channels, I refer to:

  • Google (Search Engine)
  • Facebook (Social Network)
  • YouTube (Video Search Engine)
  • Instagram (Social Network)
  • Twitter (Social Network)
  • LinkedIn (Social Network)
  • WhatsApp (Messaging System)
  • Etc…

Such Channels are the most widespread and the most used. For convenience, I have omitted many other tools, because they have a lower number of users.

Selection criteria for Web Marketing Channels

I’ll ask you a few questions to make your business easier.

  • How long do you want to achieve your goals?

In reality, it depends on the possibility of immediately intercepting your potential customers. Through Google, it is possible to propose following a specific user request. For example, a camera vendor can be found by users who, being interested in buying a camera, carry out specific research on the type of product. In this case, in terms of time, what makes the difference is that the seller can be found in Google search results, following an SEO Optimization job, which can last weeks or months, or through Google Campaigns AdWords , which allow you to position the site immediately. The same situation can occur on Facebook, where, despite the question intercepted is different, in the same way the Pay Per Click Campaigns can speed up and amplify the process of dissemination of the activities of the Brand.

  • Is the Question Latent or Conscious?

Determining the Target of Reference is fundamental for any type of Advertising Campaign, we have seen it before. The choice of the Web Marketing and Communication Channels also depends on the type of Target. Some of these, like Facebook, respond to a Latent Question , ie the Public is not explicitly interested in the Product / Service, but could become so; others, like Google, respond, instead, to a Conscious Question , ie the Public is literally looking for the type of Product / Service proposed.

To Deepen: Why Define the Target on Facebook?

  • Which Product / Service do you promote?

Do you sell on the Web or in the store? Is it a B2B / B2C Product / Service? Are these events or courses aimed at a specific audience? In this analysis, you can meet the Target, because knowing who to turn to, it will be easier to transmit the values and values of your business. Furthermore, for those who sell a large catalog of products through E-Commerce, it is essential to identify those to invest in, based on salable and profit margins.

  • What is the Reference Market?

What is the behavior of the people with respect to the type of product / service proposed? Which approach is the best? Have you analyzed the Competitors? What do they offer? Use this way to identify the Web Marketing Channels that could be better than others.

  • When do you have Budget available?

All channels of the Web can be used effectively regardless of the budget. Having a limited budget does not mean that you can not promote yourself online with Google or Facebook; indeed, sometimes it represents a deterrent. The important thing, if you are not already on the Web with a strong and defined image, is to face the creation of content and the launch of Advertising Campaigns in a progressive way and concentrating its resources initially only on the markets that better perceive the Offers proposals. When a ROI is evident, that is a Return on Investment, it will be possible to increase the investment until the market is sutured.

Through this little GUIDE, you will be oriented in choosing the Web Marketing and Communication Channels that best suit your current situation.

How to distinguish the Channels of Web Marketing and Communication

At this point, once a good Context Analysis has been carried out, the Objectives to be reached and Targeted and Timed are set, finally we deal with the choice of Communication Channels. First of all, let’s distinguish them in:

  • owned (Website, Blog, App) or controlled by Brand / Companies (Social Networks);
  • purchased (PPC, Sponsorships, Purchase of Keyword);
  • earned (References, Word of mouth, Feedback …);

An excellent Web Marketing Strategy is based on the balance of these three approaches: the weakness of one of these could destabilize the whole project.

The most profitable Web Marketing and Communication Channels

Which is the most suitable channel? What generates greater results. So, how to find the most suitable one? Let’s see it right away.

  • Website

It is the first communication tool on the Web : a completely customizable space, the online business card of your company. It is not only important that it is aesthetically beautiful, appealing and that shows perfectly your products / services, but it is essential that it is designed and implemented by a Web Designer , able to make it functional, in relation to the achievement of your goals, which is Optimized SEO Side, and perfectly matching your needs. For this, we are here!

Web Marketing Strategy

Web Marketing Strategy

 

Contents of the Article

  • 1 Set up a Web Marketing Strategy
    • 1.1 Competitor analysis
    • 1.2 Interception of the Objectives
    • 1.3 Interception of the Reference Target
  • 2 What are the Channels of Web Marketing and Communication?
  • 3 Criteria for Choosing Web Marketing Channels
  • 4 How to distinguish the Channels of Web Marketing and Communication
  • 5 The most profitable Web Marketing and Communication Channels
  • 6 Errors not to be committed

You’re entering digital, but you do not know where to start? Not sure which Web Marketing and Communication Channels are right for your business? Or your Strategy is already active, but you can not reach the desired results? I warn you, you’re in the right place, you’ll have solved your problem at the end of this article.

Very often, the mistake lies in not knowing how to recognize the most profitable Web Marketing and Communication Channels. This phase is very delicate, although it is not the first to do. The first step is to lay the foundations of a Good Web Marketing Strategy. Let’s see how.

 

Set up a Web Marketing Strategy

Many Web Marketing Strategies are activated immediately, including all Communication Channels, without preferences of any kind. In reality, an excellent Web Marketing Strategy should start with:

  1. an adequate analysis of the current context, in which you will operate, and of the Competitors;
  2. the provision of Goals to be achieved;
  3. interception of the Reference Target;

Competitor analysis

Studying the opponent’s moves is a very useful aid in setting up a strategy oriented towards success. Let’s see how.

  • Identify the Principal Competitors (max 3);
  • Studying the Client / Follower of the Competitor (age, sex, social status, job position, interests …);
  • Analyze the behavior (what it does, why and how it behaves with the Competitor);
  • Check all the Web Marketing and Communication Channels used by the Competitors;

This Competitor Analysis is useful for entering the same wavelength as your Adversaries, saving resources in terms of time and budget.

Interception of the Objectives

Another basic element to set up a Web Marketing Strategy is to choose your Business Objectives

The main reason why a company should have a strategy is to grow and increase its profits. It is more than obvious that the use of money always implies an ROI , that is, a return on investment.

Now, it is a motivation that must take into account many other variables. For example, it is useless to take care of your Facebook perfectly, when employees do not know how to interact with potential customers or are able to sell absolutely nothing. Therefore, there is always a need for a good compromise between Online and Offline Activities .

Brand Awareness, Lead Generation and Customer Care

That said, let’s understand together how to face the challenge of this Facebook Marketing Strategy.

First of all, let’s go and identify the three most important goals:

  1. Brand Awareness (increase in brand awareness)
  2. Lead Generation (generation of a database of profiled contacts)
  3. Customer Care (attention shown to the customer)

Each of these can be achieved by applying different tactics, illustrated in the Connection phase. But … By embarking on a path oriented towards these three objectives, how do we understand if we are walking well and in the right direction?

Smart lenses

One of the methods for identifying and assessing objectives is the SMART Method by Peter Druck, coined in 1954, which defined 5 criteria. A goal is:

  1. Specific Specific (“increasing coverage” of posts is not a goal, “increase coverage by 20% over last year” is)
  2. Measurable measurable (must be quantified in money, in percentage or according to an internal scale of values)
  3. Achievable Access (must be attainable with the tools that you have available)
  4. Realistic Realistic (have you calculated if it’s really worth it?)
  5. Timed Time-Based (can it be linked to an expiration?)

In this way, we will be sure that the goal is well defined, clear and measurable.

  • How can I measure the increase in brand awareness?
  • How can I form a database of profiled contacts?
  • How can I measure the attention shown to customers and potential customers?

Now, everything is about setting goal measurement units and setting an expiration date.

Interception of the Reference Target

To identify the Target of Reference means to analyze, study and define who is the Customer’s Potential. The ideal would be to have all the information available and create the profile of a typical customer.

This approach allows you to contact with your products or services to a Public Profile, that is potentially interested in your Business or accumulated by the same characteristics and very similar interests. This phase is very delicate, perhaps the most at risk of the whole project; it is very easy to make mistakes. In fact, to mistake the Target of your Web Marketing Strategy means to contact People not interested in your Business; this inevitably breaks down the foundations of the whole Strategy.

Channels Web Marketing Strategy

 

What are the Channels of Web Marketing and Communication?

Now that we have identified the fundamental basics of a Strategy, we can list the Channels of Web Marketing and Communication and identify those that could do for us.

When I talk about Web Marketing and Communication Channels, I refer to:

  • Google (Search Engine)
  • Facebook (Social Network)
  • YouTube (Video Search Engine)
  • Instagram (Social Network)
  • Twitter (Social Network)
  • LinkedIn (Social Network)
  • WhatsApp (Messaging System)
  • Etc…

Such Channels are the most widespread and the most used. For convenience, I have omitted many other tools, because they have a lower number of users.

Selection criteria for Web Marketing Channels

I’ll ask you a few questions to make your business easier.

  • How long do you want to achieve your goals?

In reality, it depends on the possibility of immediately intercepting your potential customers. Through Google, it is possible to propose following a specific user request. For example, a camera vendor can be found by users who, being interested in buying a camera, carry out specific research on the type of product. In this case, in terms of time, what makes the difference is that the seller can be found in Google search results, following an SEO Optimization job, which can last weeks or months, or through Google Campaigns AdWords , which allow you to position the site immediately. The same situation can occur on Facebook, where, despite the question intercepted is different, in the same way the Pay Per Click Campaigns can speed up and amplify the process of dissemination of the activities of the Brand.

  • Is the Question Latent or Conscious?

Determining the Target of Reference is fundamental for any type of Advertising Campaign, we have seen it before. The choice of the Web Marketing and Communication Channels also depends on the type of Target. Some of these, like Facebook, respond to a Latent Question , ie the Public is not explicitly interested in the Product / Service, but could become so; others, like Google, respond, instead, to a Conscious Question , ie the Public is literally looking for the type of Product / Service proposed.

To Deepen: Why Define the Target on Facebook?

  • Which Product / Service do you promote?

Do you sell on the Web or in the store? Is it a B2B / B2C Product / Service? Are these events or courses aimed at a specific audience? In this analysis, you can meet the Target, because knowing who to turn to, it will be easier to transmit the values and values of your business. Furthermore, for those who sell a large catalog of products through E-Commerce, it is essential to identify those to invest in, based on salable and profit margins.

  • What is the Reference Market?

What is the behavior of the people with respect to the type of product / service proposed? Which approach is the best? Have you analyzed the Competitors? What do they offer? Use this way to identify the Web Marketing Channels that could be better than others.

  • When do you have Budget available?

All channels of the Web can be used effectively regardless of the budget. Having a limited budget does not mean that you can not promote yourself online with Google or Facebook; indeed, sometimes it represents a deterrent. The important thing, if you are not already on the Web with a strong and defined image, is to face the creation of content and the launch of Advertising Campaigns in a progressive way and concentrating its resources initially only on the markets that better perceive the Offers proposals. When a ROI is evident, that is a Return on Investment, it will be possible to increase the investment until the market is sutured.

Through this little GUIDE, you will be oriented in choosing the Web Marketing and Communication Channels that best suit your current situation.

How to distinguish the Channels of Web Marketing and Communication

At this point, once a good Context Analysis has been carried out, the Objectives to be reached and Targeted and Timed are set, finally we deal with the choice of Communication Channels. First of all, let’s distinguish them in:

  • owned (Website, Blog, App) or controlled by Brand / Companies (Social Networks);
  • purchased (PPC, Sponsorships, Purchase of Keyword);
  • earned (References, Word of mouth, Feedback …);

An excellent Web Marketing Strategy is based on the balance of these three approaches: the weakness of one of these could destabilize the whole project.

The most profitable Web Marketing and Communication Channels

Which is the most suitable channel? What generates greater results. So, how to find the most suitable one? Let’s see it right away.

  • Website

It is the first communication tool on the Web : a completely customizable space, the online business card of your company. It is not only important that it is aesthetically beautiful, appealing and that shows perfectly your products / services, but it is essential that it is designed and implemented by a Web Designer , able to make it functional, in relation to the achievement of your goals, which is Optimized SEO Side, and perfectly matching your needs. For this, we are here!

Internal Link

Internal Link

 

Contents of the Article

  • 1 Internal Link
    • 1.1 Differences between Internal Links
    • 1.2 Repeat the Link on the Page
  • 2 External Links
    • 2.1 Influence of the Link Type and Position
    • 2.2 Use of Images
    • 2.3 Opening the Link in the Same or in a New Tab?
  • 3 More Link from a Page: Counts Only the First?
  • 4 Risks of External Links

How to use the links   within a website? Are there any specific rules to follow? Are some links more relevant than others? Are those within a content more important than those in the navigation menu?
Yes, there are some tricks that can (or rather, must!) Apply. Also, not all links are identical and have the same weight in the eyes of Google. Understanding the potential of each and optimizing them according to their characteristics, such as the type of link and position within the web page, can contribute to the construction of a structure of links much more solid and have consequently positive feedback in positioning on Google.

First of all, let’s analyze the characteristics of internal links to a website.

Internal links

Differences between Internal Links

Are some internal links more relevant than others? The answer is yes! Surely …

  1. in the eyes of Google, the link within a content is more relevant than the same link placed in the navigation menu;
  2. compared to a few years ago, links in the footer have acquired less and less value unless they are very used links by visitors;
  3. in general, the more visible a link is, the more important it is from Google , so using very small characters certainly does not contribute to ranking in the search engine ranking;

Repeat the Link on the Page

If you want to strengthen the internal structure by adding the same link in several places on the page, for example in the side menu, in the content and also in the footer? Absolutely not! It is useless, as well as harmful, to insert more than one link to the same content.

Suppose we have a link to a page in the navigation menu and also within the content itself. Google will see both links, but the landing page will inherit the anchor text value only from the first link , not from every single link present. So, it will be as if it did not exist! So, if you think you get more value from internal links, be careful not to insert more than one on the same page, also checking the navigation menus and links in the footer.

Unless…

The exception that confirms the rule is represented by the repetition of the link made solely for the purpose of improving navigation , as in the case of links of the main menu repeated in the footer, which in the longest pages helps the user at the end of the consultation to find the sections of interest at the foot of the page.

External links

Influence of the Link Type and Position

In general, external links placed in a content are more valuable than links in the footer or in the navigation menu. Among these, text links seem to render more than image links with alt attributes.

Use of Images

In reality, to avoid this, there is an alternative “method”. Assume you have to insert an image in an article, exactly like this. The image is a link that links to another external page and is accompanied by a caption, in which keywords and links appear. Google will only consider the first image link and its tag alt .

In any case, the caption, in which you will have to insert the external link with the anchor text corresponding to the keyword of interest, enclosing them in a paragraph along with simple text, will serve to strengthen the whole structure , define better keywords and favor the positioning on the search engine.

 

It is very important to create a solid link structure .

Opening the Link in the Same or in a New Tab?

What changes if we set the opening of an external link in a new tab or browser window, rather than in the same one? In the eyes of Google, absolutely nothing . What can actually make the difference is the user experience.

Many visitors prefer to open links in the same browser tab; others, however, find it annoying to stop reading and opt to open the link in a new panel. It is important to monitor all this, because it could have a decisive influence on the time spent on the website and the frequency of rebound of users.

More Link from a Page: Counts Only the First?

Yes, as with internal connections, only the first is important. So, if two or more identical links arrive at my website from the same external page, the Google crawler will only consider the first one.

The risks of external links

Are there any risks? Unfortunately. Receiving backlinks, “inbound links” , from some, most or all pages of a given website could get both parties in trouble. In short, throwing headlong into a crazy and inconsiderate link building is not a good idea.

But … It’s not a universal rule, in some cases it may be fine.

For example, in the American version of the Amazon website, several external websites are linked in the footer, including Whole Foods , a supermarket company recently acquired by the online sales giant. In this case, it is an external link, positioned on every single page of the site, but still part of the Amazon company, so Google does not consider it as spam .

Instead, if Amazon had inserted the words “cheap food delivered directly to your home” in the footer of every single page, pointing to foodeconomico.com/acquista , Google would have certainly penalized and devalued considerably, discarding it in all probability from the ranking of research.

So, getting links from every single page of a website is not only useless, but it can be a big risk! Always opt for a link from the outside that is inserted in a particularly relevant section , such as the homepage, the pages about us, about, partners   or a dedicated content. So … Never try to fill entire pages of links, especially if rich in text and clearly directed to keywords!

Remember: trying to manipulate Google is never a wise choice! He always notices!

Augmented Reality 

Augmented Reality

 

Augmented Reality , “augmented reality” or “AR” in English, is a technology that enriches the user’s standard visual experience through the real-time overlay of 2D or 3D digital elements to the surrounding space.

Warning! It is absolutely not to be confused with Virtual Reality! This is not the visualization of a totally fictitious space made up of virtual objects. First of all, Augmented Reality integrates virtual objects with the surrounding real space; secondly, any real surface can be transformed into a virtual object display plane, not being constrained by viewing on a screen. Basically, we are talking about a combination of virtual objects and reality .

 

Origins of Augmented Reality

 

Contrary to what can be imagined, the first references to Augmented Reality are not so recent. One of the first and fanciful quotations dates back to the beginning of the 20th century , when the American writer L. Frank Baum, known to most as the author of the Wonderful Wizard of Oz, published the novel “The Master Key: An Electric Fairy Tale” . The book tells the story of a boy in possession of a pair of technologically advanced glasses , able to discover the goodness or the perfidy of people. These features would have appeared through the initial letter of the feature on the front of the person displayed through these glasses.

Subsequently, during the century, especially in the second half, science fiction films like Star Trek, Terminator, Minority Report, Avatar … not only hypothesized future real scenarios, but really stimulated the imagination of researchers suggesting new and unprecedented fields of experimentation and development . Even in the 1988 film “They Live” by John Carpenter, the protagonist discovers sunglasses that can display messages like “buy”, “watch TV” or “obey” on billboards or magazines.

It is not by chance that in the last decades of the last century, the first prototypes of Augmented Reality are realized in the military and aeronautical fields. These were devices capable of displaying virtual information related to objectives or flight indications, such as altitude and speed of the aircraft, directly in the viewers of American pilots, in such a way as to avoid distracting the eye to control the instrumentation on board.

Augmented Reality Inside Home

As I have already written, in the ’80s and’ 90s, Augmented Reality is still destined for the military and aeronautical field and remains, in fact, a technology not yet available to the population, both for the very high costs of development and realization, and for the technological limits of the period. To overcome this problem, alternative systems were constructed consisting of a helmet and wearing gloves to move within a limited virtual space consisting of polygons simulating the real world. The glove allowed to interact with the elements, but without giving the most complicated to develop a sense of touch.

However, even this Virtual Reality system is discarded and limited, for example, to the world of videogames.

 

The Advent of Smartphones

 

It is with the advent of the first smartphones , specifically the iPhone 3GS in 2009, that we can finally have one of the first applications of Augmented Reality literally “close at hand”. Layar , a reality browser , allowed, through the latitude and longitude data provided by the GPS and the accelerometer, to frame a monument or a building and receive historical information or advice on nearby attractions.

Not just Layar! From 2012 to 2014, Spam Magazine was printed, the first completely free magazine that is also a multimedia and interactive app that exploits Augmented Reality. Framing the pages of the magazine, the user could activate both editorial and commercial content such as videos, games, 3D objects, links, access to online shops and much more.

At this point, it is good to reiterate that Augmented Reality does not try to recreate a virtual environment , but it is a technology that allows to superimpose some virtual elements to the surrounding real world , the main context of the vision. At a technological level, this is a significant saving in terms of development and implementation time. Moreover, it can be exploited on any device with a camera or on smart glasses, which, unlike virtual reality viewers that obstruct the user’s field of view, allow to observe the surrounding reality in a standard way.

 

Here we are. Although the Google Glass project was finally closed in 2016 , there are still large companies that have introduced new visors specifically designed for Augmented Reality, such as Microsoft with HoloLens glasses and Magic Leap with its “miraculous” glasses that project 3D graphics directly on the retina of the eye.

What will the future hold for us? When will we start using Viewers and Augmented Reality in everyday life?

Augmented Reality 

Augmented Reality

 

Augmented Reality , “augmented reality” or “AR” in English, is a technology that enriches the user’s standard visual experience through the real-time overlay of 2D or 3D digital elements to the surrounding space.

Warning! It is absolutely not to be confused with Virtual Reality! This is not the visualization of a totally fictitious space made up of virtual objects. First of all, Augmented Reality integrates virtual objects with the surrounding real space; secondly, any real surface can be transformed into a virtual object display plane, not being constrained by viewing on a screen. Basically, we are talking about a combination of virtual objects and reality .

 

Origins of Augmented Reality

 

Contrary to what can be imagined, the first references to Augmented Reality are not so recent. One of the first and fanciful quotations dates back to the beginning of the 20th century , when the American writer L. Frank Baum, known to most as the author of the Wonderful Wizard of Oz, published the novel “The Master Key: An Electric Fairy Tale” . The book tells the story of a boy in possession of a pair of technologically advanced glasses , able to discover the goodness or the perfidy of people. These features would have appeared through the initial letter of the feature on the front of the person displayed through these glasses.

Subsequently, during the century, especially in the second half, science fiction films like Star Trek, Terminator, Minority Report, Avatar … not only hypothesized future real scenarios, but really stimulated the imagination of researchers suggesting new and unprecedented fields of experimentation and development . Even in the 1988 film “They Live” by John Carpenter, the protagonist discovers sunglasses that can display messages like “buy”, “watch TV” or “obey” on billboards or magazines.

It is not by chance that in the last decades of the last century, the first prototypes of Augmented Reality are realized in the military and aeronautical fields. These were devices capable of displaying virtual information related to objectives or flight indications, such as altitude and speed of the aircraft, directly in the viewers of American pilots, in such a way as to avoid distracting the eye to control the instrumentation on board.

Augmented Reality Inside Home

As I have already written, in the ’80s and’ 90s, Augmented Reality is still destined for the military and aeronautical field and remains, in fact, a technology not yet available to the population, both for the very high costs of development and realization, and for the technological limits of the period. To overcome this problem, alternative systems were constructed consisting of a helmet and wearing gloves to move within a limited virtual space consisting of polygons simulating the real world. The glove allowed to interact with the elements, but without giving the most complicated to develop a sense of touch.

However, even this Virtual Reality system is discarded and limited, for example, to the world of videogames.

 

The Advent of Smartphones

 

It is with the advent of the first smartphones , specifically the iPhone 3GS in 2009, that we can finally have one of the first applications of Augmented Reality literally “close at hand”. Layar , a reality browser , allowed, through the latitude and longitude data provided by the GPS and the accelerometer, to frame a monument or a building and receive historical information or advice on nearby attractions.

Not just Layar! From 2012 to 2014, Spam Magazine was printed, the first completely free magazine that is also a multimedia and interactive app that exploits Augmented Reality. Framing the pages of the magazine, the user could activate both editorial and commercial content such as videos, games, 3D objects, links, access to online shops and much more.

At this point, it is good to reiterate that Augmented Reality does not try to recreate a virtual environment , but it is a technology that allows to superimpose some virtual elements to the surrounding real world , the main context of the vision. At a technological level, this is a significant saving in terms of development and implementation time. Moreover, it can be exploited on any device with a camera or on smart glasses, which, unlike virtual reality viewers that obstruct the user’s field of view, allow to observe the surrounding reality in a standard way.

 

Here we are. Although the Google Glass project was finally closed in 2016 , there are still large companies that have introduced new visors specifically designed for Augmented Reality, such as Microsoft with HoloLens glasses and Magic Leap with its “miraculous” glasses that project 3D graphics directly on the retina of the eye.

What will the future hold for us? When will we start using Viewers and Augmented Reality in everyday life?

Augmented Reality 

Augmented Reality

 

Augmented Reality , “augmented reality” or “AR” in English, is a technology that enriches the user’s standard visual experience through the real-time overlay of 2D or 3D digital elements to the surrounding space.

Warning! It is absolutely not to be confused with Virtual Reality! This is not the visualization of a totally fictitious space made up of virtual objects. First of all, Augmented Reality integrates virtual objects with the surrounding real space; secondly, any real surface can be transformed into a virtual object display plane, not being constrained by viewing on a screen. Basically, we are talking about a combination of virtual objects and reality .

 

Origins of Augmented Reality

 

Contrary to what can be imagined, the first references to Augmented Reality are not so recent. One of the first and fanciful quotations dates back to the beginning of the 20th century , when the American writer L. Frank Baum, known to most as the author of the Wonderful Wizard of Oz, published the novel “The Master Key: An Electric Fairy Tale” . The book tells the story of a boy in possession of a pair of technologically advanced glasses , able to discover the goodness or the perfidy of people. These features would have appeared through the initial letter of the feature on the front of the person displayed through these glasses.

Subsequently, during the century, especially in the second half, science fiction films like Star Trek, Terminator, Minority Report, Avatar … not only hypothesized future real scenarios, but really stimulated the imagination of researchers suggesting new and unprecedented fields of experimentation and development . Even in the 1988 film “They Live” by John Carpenter, the protagonist discovers sunglasses that can display messages like “buy”, “watch TV” or “obey” on billboards or magazines.

It is not by chance that in the last decades of the last century, the first prototypes of Augmented Reality are realized in the military and aeronautical fields. These were devices capable of displaying virtual information related to objectives or flight indications, such as altitude and speed of the aircraft, directly in the viewers of American pilots, in such a way as to avoid distracting the eye to control the instrumentation on board.

Augmented Reality Inside Home

As I have already written, in the ’80s and’ 90s, Augmented Reality is still destined for the military and aeronautical field and remains, in fact, a technology not yet available to the population, both for the very high costs of development and realization, and for the technological limits of the period. To overcome this problem, alternative systems were constructed consisting of a helmet and wearing gloves to move within a limited virtual space consisting of polygons simulating the real world. The glove allowed to interact with the elements, but without giving the most complicated to develop a sense of touch.

However, even this Virtual Reality system is discarded and limited, for example, to the world of videogames.

 

The Advent of Smartphones

 

It is with the advent of the first smartphones , specifically the iPhone 3GS in 2009, that we can finally have one of the first applications of Augmented Reality literally “close at hand”. Layar , a reality browser , allowed, through the latitude and longitude data provided by the GPS and the accelerometer, to frame a monument or a building and receive historical information or advice on nearby attractions.

Not just Layar! From 2012 to 2014, Spam Magazine was printed, the first completely free magazine that is also a multimedia and interactive app that exploits Augmented Reality. Framing the pages of the magazine, the user could activate both editorial and commercial content such as videos, games, 3D objects, links, access to online shops and much more.

At this point, it is good to reiterate that Augmented Reality does not try to recreate a virtual environment , but it is a technology that allows to superimpose some virtual elements to the surrounding real world , the main context of the vision. At a technological level, this is a significant saving in terms of development and implementation time. Moreover, it can be exploited on any device with a camera or on smart glasses, which, unlike virtual reality viewers that obstruct the user’s field of view, allow to observe the surrounding reality in a standard way.

 

Here we are. Although the Google Glass project was finally closed in 2016 , there are still large companies that have introduced new visors specifically designed for Augmented Reality, such as Microsoft with HoloLens glasses and Magic Leap with its “miraculous” glasses that project 3D graphics directly on the retina of the eye.

What will the future hold for us? When will we start using Viewers and Augmented Reality in everyday life?