In 2010 I published a collection of posts I had written over the years: Manuale di buonsenso in rete [A Handbook of Common Sense Online] was distributed in thousands of copies from my website. After this first self-publishing experiment came the real books, all published by Apogeo. You can read the summaries below, starting from the most recent one.
Marketing in un mondo digitale [Marketing in a digital world] is the book I wrote together with Enrico Marchetto. In his afterword, Gianluca Diegoli defines it a ‘post-digital marketing non-manual’, since Enrico and I, rather than reviewing the tools and methods, analyze the changes – and what has stayed the same – in our lives, our consumption habits, our choices of time use and management of relations throughout the digital revolution. Starting from that, we propose a methodological approach to marketing as centered on empathy, careful observation and distrust of any ready-made solution. The book is full of actual experiences and we tell both the success stories and the failures, in a sort of duet in which our voices intertwine and we play sort of a bit of jazz together.
“Email marketing con Mailchimp” “[Email marketing with Mailchimp] was first published by Apogeo as an eBook in 2013 and 2014. In 2016 a completely revised edition was also published on paper and offered the first manual in Italian with step by step instructions on how to use Mailchimp to create and use lists, templates, advanced features..
The book was updated at the end of 2016. However, as the Mailchimp platform is undergoing continuous evolution, some things have changed in the meantime. Some of the key changes are the introduction of free automation features for all users, the introduction of advertising campaigns in conjunction with email campaigns and the change from lists to audiences. Nevertheless, Mailchimp’s logic has remained the same and the book therefore remains an excellent guide for finding your way in a friendly but far from simple tool.
“Email marketing in pratica” [Email marketing in practice], published by Apogeo in 2014, is your step by step companion in building an email marketing strategy that works, from goal setting, to privacy, to writing emails, and managing lists.
The last part of the book contains practical tips explaining the theory in specific markets: tourism, training, the press office, etc.
“Sopravvivere alle informazioni su Internet” [Managing the information overload], published by Apogeo in 2012, is a practical handbook that offers useful tips to manage – without going crazy – a relatively recent problem in the history of humanity: the overabundance of information.
The use and abuse of emails, systems for filtering relevant information and distinguishing between what is useless and what is actionable content, tools and criteria for storing links, images and documents, and above all, sound principles for building – and following – a healthy and nutrient “information diet”.