Maria (Boux) Morganti Avatar

The Diary of a digital Journey

Author: Maria (Boux) Morganti

  • Adrenaline and Oxytocin: The Hidden Forces Driving Digital Transformation

    Adrenaline and Oxytocin: The Hidden Forces Driving Digital Transformation

    Yesterday I attend the event “Connect Green” from the Green Industry Cluster (Mannheim, Germany) where the main topic was “transformation”. In that particular endeavor the focus was on the processes that lead companies towards being more “green”.


    While the primary focus was on connecting regional companies to collaborate and share insights about their challenges and solutions on the journey to sustainability, the main findings I gathered are equally applicable to digital transformation:

    • Transformation by itself is a concept that does not exist. In fact the acting of changing and transforming is happening, no matter if we want it or not – or even if we recognize it or not.
    • The efforts into trying to stop the change –  anyhow happening  – are proportional to the prices you going to pay afterwards if you didn’t change. Because you either become obsolete and your product does not respond to new needs or, even worse, you made efforts to cover your shortcomings and became not corrupt (the WW scandal was cited as example).
    • If you are not changing, the world around you is going to make you change. The conditions are evolving around everyone, every day, every second. If a company does not see and does not act proactively, the conditions are going to push the change anyhow.
    • The change or “transformation” happen only as a Society. It is not a “stand-alone” process, it is possible through the working together of many actors, organisations and ultimately people.
    • Innovation is only driven through trust. Only if people feel safe enough to open and share ideas and most importantly do mistakes, change and innovation happens.

    I can rely totally to this learning during my experience in digital transformation projects.

    From very small to large cross-countries implementation projects, I identified two kind of reactions from people, that play different roles to the success of the projects.

    The enthusiastic but “naive” reaction

    Luckily most of the people have this reaction. They are jumping right in and are exiting about the new ideas and tools, they are in in favor of trying new things and truly supporting.

    Often those are also the peers whose expertises and often responsibilities are somewhere else. So they are happy to help as long as it doesn’t impact too much in their day to day lives.

    Social Bonding and Oxytocin Release

    Studies indicate that oxytocin release, stimulated by positive social interactions, can reduce anxiety and promote a sense of well-being, aiding in smoother adaptation to change.

    For this reason, you might want to use the opportunity of transformation projects to get as many enthusiastic people in connection as possible. Meaning creating opportunities to gather, work together, exchange and socialize, especially bringing together people who might not be in their usual working team list. The effects of working together in a digital project is helping their mood and enjoyment in the company as well.

    What do to to engage with them? Groups meetings and socializing events

    In the range of affordable budget, the key to bring them on board is absolutely the social aspects. It can be in range of virtual touch-points or having once a year a one-day gathering, most important, you want this project to be successful you need to engage them in being together.

    The “we have always done in this way” but more realistic reaction

    Thoese are the fewer people but highly affected. They maybe help build the system / tool in place so are still emotionally very attached. You can tell because when you only talk about the topic, not even mentioning any change, they are very defensive and insecure. The risk is that those “actors” just block and will oppose no matter what, just for the sake of standing by their choices and past.

    This is a completely understandable and human behavior at personal level, but unfortunately does not help change projects moving forward.

    How to handle them? With “Recognition-Adrenaline” spikes

    When individuals receive positive social feedback or recognition, it can trigger an emotional response that leads to the release of adrenaline. This hormone is released by the adrenal glands in response to signals from the brain, particularly from areas involved in the emotional and stress response, such as the amygdala and the hypothalamus.

    Research indicates that positive social interactions and achievements can activate the body’s stress response system, leading to adrenaline release.

    This is not only limited to negative stress but also includes positive experiences that challenge or excite the individual.

    • Study Example: A study on the effects of social stress and recognition found that both negative and positive social interactions can increase adrenaline levels. The recognition triggers an emotional response that leads to physiological arousal, including increased adrenaline levels (Sapolsky, 2004).
    • A study by McEwen (2007) discusses how positive social interactions can buffer against stress by modulating the HPA axis, reducing cortisol levels, and maintaining a healthier stress response​ (Very Big Brain)​.
    • Hormonal Changes: Positive recognition can lead to the release of both dopamine and adrenaline, contributing to the feelings of pleasure and heightened alertness (McEwen, 2007).

    What to do to engage them? Giving Responsibility and Ownership

    Since those people are normally also the key ones for the success of the transformation, as holding the expert “authority” and political knowledge in companies/industry, not having them on board is not an option.

    Worse thing that can happen is they become “quite” when understand that the company has taken the decision but become deeply against it and resentful. So they will do anything possible to boicot and criticize no matter what, becoming a really huge obstacle.

    I have to admit, this is also something that I understood too late, since I have worked with many people who reacted in this way. The only possible and reasonable solution is to put them in charge and give them total trust and flexibility and most importantly ownership and responsibility. This not only validate their capabilities and expertise but also include them first-hand in the transformation, giving the visibility and recognition they deserve.  

    Digital Resilience

    In a recent article famous tech savy Karmales Lardi, she speaks about the concept of digital resilience as the ability of an organization to not only adapt but also strive in the technological change. She especially focus on leadership and identifies following characteristics from “resilient leaders”:

    • Exemplify resilience in their actions.
    • Embrace change and promote a culture of continuous learning.
    • Decision-making is delegated to smaller cross-functional teams to encourage entrepreneurship.
    • Commit to innovation and allow teams to stay accountable in their unique ways.
    • Builds trust, enabling teams to confidently handle uncertainty and challenges.
    • Fosters an innovation mindset among employees, contributing to a resilient organizational culture.

    Conclusion

    We are animals but live lives that are very different from “animalisch environment”. Lucklly most of us don’t run always from life-or-death situations all the time or have to be constant vigilant for predators. Our stress sources are now a days different but yet the reaction of  our body is still the same, it still produces the same hormones as reaction of stress.

    Adrenaline for example provides essential benefits in acute stress responses and certain medical applications, its long-term effects, especially under chronic stress conditions, can be detrimental to cognitive health and overall well-being.

    Additionally, the release of oxytocin during positive social interactions, such as recognition and support, plays a crucial role in mitigating stress and enhancing social bonding. This hormone promotes trust and reduces anxiety, contributing to improved resilience and better adaptation to change. Thus, balancing the benefits of adrenaline with the calming effects of oxytocin is essential for maintaining overall health and facilitating successful adaptation in stressful situations.

    Biologically, recognition and social interaction during a change process activates positive hormonal responses that enhance mood, reduce stress, and improve cognitive function. Psychologically, this combination fosters motivation, engagement, and resilience.

    Together, these effects support individuals in navigating and adapting to change more effectively, contributing to the overall success of the change process.

    Disclaimer: my scientific research and summaries were made with my own GPT. I talked about it here–  

  • ChatGPT-4o and how communication is never going to be the same again

    ChatGPT-4o and how communication is never going to be the same again


    It’s about time I start talking about ai and directly sharing my experience with ChatGPT-4o. I have just put my hands on it today and realize this is going to change everything forever in my profession as well as in the business in general.

    Today I want to share one small use case that I happened to test for my work that I thought would be interesting for more people to read. Hope you enjoy it!

    Exploring Consumer Awareness and Acceptance of Alternative Proteins with ChatGPT-4o

    As someone deeply involved in the food ingredients sector, I’ve come to realize that understanding the relationship between end consumers perception and communication of source ingredients of their food is becoming key.

    This connection is the link between consumer satisfaction and experience with the finished product and the information and messaging (claims) on food packaging/promotions. It’s a complex interplay, as every piece of information must be backed by rigorous scientific studies and regulatory approvals but it should also speak and evoke something meaningful for the consumers.

    This is why nutritional brands and food product producers/manufactures have always been relying on science and published researchers for their nutritional statements and in general the product communication around “health” (in the broader sense).

    Historically, accessing and analyzing research was a laborious task. It required a deep knowledge of where to look, long hours of sifting through journals and publications, and, before the advent of digitalization, even physical visits to libraries. The digital age brought some relief, making scientific papers more accessible online. However, finding the right keywords, navigating through Google Scholar and other platforms, and keeping up with the latest research still demanded significant effort.

    All of that is now over with ChatGPT-4o and specifically Scholar GPT: this is a revolutionary tool that is set to change the landscape of research and communication in our industry. This advanced AI not only simplifies

    • process of finding relevant studies
    • integrating data from online public articles and academic papers
    • providing a comprehensive view of the topic at hand
    • even evaluating papers in various languages and formats.

    To illustrate the power of ChatGPT-4o, let’s test the GPT with a real case. I used a topic of increasing importance as example and wanted to analyze what literature is available on consumer awareness and acceptance of alternative proteins.

    With just a simple 3 steps approach – I asked the AI to help me find studies on this subject and summarize the key findings.

    Image of process of creation of alternative protein
    created with DALL-E

    Here’s an example of how ChatGPT-4o transformed my research process:

    1. Just prompt the research topic in ScholarGPT: “Findings on Consumer Acceptance of Alternative Proteins”

    Here is the first result:

    1. A Systematic Review on Consumer Acceptance of Alternative Proteins
      • Findings: Plant-based meat substitutes are the most accepted among consumers, followed by cultured meat. Insects are the least accepted. Consumers are more willing to try alternatives that closely mimic traditional meat.
      • Source: ScienceDirect
    2. Meta-Analysis of Consumer Acceptance of Alternative Protein Sources
      • Findings: Analysis of 91 studies indicates that consumers are generally open to alternative proteins but have varying levels of acceptance. Familiarity and perceived naturalness positively influence acceptance.
      • Source: Faunalytics
    3. Stakeholder Beliefs about Alternative Proteins
      • Findings: Stakeholders, including consumers, express both enthusiasm and skepticism about alternative proteins. Health benefits and environmental sustainability are significant drivers, while concerns include taste and price.
      • Source: MDPI
    4. Consumer Insights & Research Reports on Alternative Proteins
      • Findings: Detailed insights into consumer demographics show that younger, health-conscious individuals are more likely to adopt alternative proteins. Motivations include health benefits, ethical concerns, and environmental impact.
      • Source: Good Food Institute
    5. Alternative Proteins: Consumers’ Perceptions Analyzed
      • Findings: Key drivers for acceptance include taste, nutritional benefits, and environmental impact. Barriers include unfamiliarity and skepticism about health claims.
      • Source: ETprotein
    6. 2020 Consumer Research Priorities
      • Findings: Identifies key research priorities to better understand consumer attitudes, including taste preferences, nutritional knowledge, and environmental awareness.
      • Source: Good Food Institute PDF
    7. The Untapped Climate Opportunity in Alternative Proteins
      • Findings: Highlights the growing consumer acceptance of alternative proteins and their significant potential to reduce environmental impact. Consumers are increasingly motivated by climate concerns.
      • Source: BCG
    8. Alternative Protein Consumption: A Systematic Review
      • Findings: Consumers show a positive trend towards alternative protein consumption, with plant-based proteins leading in acceptance. Cultural factors and awareness significantly influence consumption patterns.
      • Source: Wiley Online Library
    9. How Are Different Alternative Proteins Perceived by Consumers?
      • Findings: Plant-based proteins are perceived more favorably compared to insect-based and cultured meats. Factors such as taste, nutritional content, and ethical considerations play a crucial role in acceptance.
      • Source: Kerry Health and Nutrition Institute
    10. How Well Are Alternative Protein Sources Received by End Consumers?
      • Findings: Alternative protein sources are generally well-received, with increasing consumer preference for products that are sustainable and have a minimal environmental impact. Taste and texture improvements are essential for wider acceptance.
      • Source: Phys.org

    2. Prompt: “Write a Summary of researches outcome” but do that with ChatGPT

    If you use ScholarGPT to write the summary the result is not good to be honest. I tried to simply continue working within Scholar but the summary it gave was not based
    on previous researches but they were taking into consideration other sources, much more promotional, for example:

    1. Overall Acceptance Levels:
      • Plant-Based Proteins: These are the most accepted alternative proteins among consumers. Familiarity with plant-based foods and their ability to closely mimic traditional meat are significant factors driving this acceptance​ (The Independent)​​ (BarBend)​.
      • Cultured Meat: Cultured meat holds moderate acceptance. While consumers are intrigued by its potential environmental and ethical benefits, concerns about naturalness and taste remain barriers​ (The Independent)​​ (Verywell Fit)​.
      • Insects: Insects are the least accepted alternative protein. Despite their nutritional benefits and low environmental impact, cultural aversions and unfamiliarity hinder widespread acceptance​ (The Independent)​​ (BarBend)​.

    As you can see, the considerations were correct but the sources were probably based on the popularity of the websites rather than on their scientific relevance.

    I actually had to copy the text from Scholar and include it in a new ChatGPT Prompt as directly from ScholarGPT the first outcome was not accurate.


    Still the summary “remembers” also the results from Scholar and the results were much better – see the final outcome.

    Final outcome:

    Alternative proteins, including plant-based, cultured, and insect proteins, are emerging as sustainable solutions to traditional animal-based proteins. Understanding consumer acceptance and awareness of these alternatives is crucial for their successful market integration.

    Research indicates that consumer awareness of alternative proteins is increasing due to enhanced media coverage and marketing efforts, though understanding of specific types like cultured meat and insect-based products varies.

    • Consumers are motivated by the perceived health benefits and lower environmental impact of these proteins, significantly influencing their willingness to try and adopt them.
    • Sensory attributes such as taste, texture, and appearance are critical determinants of acceptance, with products closely mimicking traditional animal proteins being more readily accepted.
    • Cultural norms and social influences also play substantial roles, with higher acceptance in regions where alternative proteins are traditionally consumed.
    • Effective marketing strategies and educational initiatives, emphasizing transparency about production processes and benefits, can further enhance consumer acceptance by building trust and interest.

    Image of alternative created with DALL-E

    3. Save with a name convention!


    All responses in ChatGPT 4o are still saved in the same sideboard without distinction from which GPT is used. As you can see it is impossible to know which prompt was used in which GPT and if you try to massively use it, the list of prompts on the side is going to get huge!

    It’s important to establish a clear naming convention to differentiate prompts based on the specific GPT utilized. This practice ensures clarity and helps in efficiently retrieving the correct information. MM stands for my own GPT (Maria Morganti) which I’ll explain later.

    My Takeaways:

    1. Diverse Document Processing: The research included PDF documents that had been scanned and correctly interpreted by ChatGPT-4o, showcasing its ability to handle various formats seamlessly.
    2. Language Translation and Inclusion: Impressively, one of the sources was in German. ChatGPT-4o translated, evaluated, and included this source in the summary in real-time, demonstrating its multilingual capabilities.
    3. Accuracy of Summaries: The summaries of each finding were accurate, reflecting the information from the original sources without distortion.
    4. Limitations in Summary Generation: When I prompted ChatGPT-4o to create a summary akin to a seminar paper, the result was disappointing. The AI generated new text based on other, non-scientific sources that were mainly promotional and lost the connection to the original research.
    5. Comparison with Standard ChatGPT: In contrast, when I used the standard ChatGPT for the same task, the text was much more neutral and accurate, maintaining fidelity to the initial research findings.


    By leveraging ChatGPT-4o, I was able to quickly gather and synthesize relevant research, providing a clear and concise overview of consumer attitudes towards alternative proteins. This not only saves time but also ensures that the information shared is accurate and backed by credible sources.


    Make your own GPT

    To facilitate this process in the future, I made my own Researcher GPT that is already set-up to do this work, in the way I need to (with the right sources) and in the tonality I want to. I can’t wait to further test it my “Research Summarizer” GPT…See below a brief introduction to my research tool:

    As we continue to navigate the evolving food landscape, tools like ChatGPT-4o will be indispensable in bridging the gap between scientific research and consumer communication, ultimately fostering a more informed and receptive market. Stay in touch for more updates from my digital Journey!

  • Persona Profiling in LinkedIn

    Persona Profiling in LinkedIn

    In today’s digital age, establishing a strong online presence is imperative for professionals and companies. Among the myriad of social platforms available, LinkedIn stands out as the most important platform for B2B purpose, with many possibilities of networking, professional development, and business contacts generation. With over 1 billion users worldwide, LinkedIn is the world’s largest professional network offers a vast pool of opportunities for connecting with industry peers, potential clients, and valuable resources.

    However, if a company wants to harness the power at its best from this platform, simply having a “presence” isn’t enough and, sorry to disappoint, having the official company page and posting random company-only updates is far from being enough.

    In this blog post, I’ll explore the significance of persona profiling on LinkedIn and how it can drive business success.

    LinkedIn Algorithm


    LinkedIn algorithm is specifically designed to connect individuals and not to bombard its users with content. Meaning that if other platforms wants you to see and be entratianed by as many post / reels / images as possible, LinkedIn prefers you to focus on knowledge and education, favouring the showing of possible new connections who might enhance your network in that sense. In this context the possibilities that your post might be organically shown to possible target customers is much lower than in other platforms (or through Google search for example).
    Even more so from 2023, when the company announced significant algorithm changes focusing to these two goals:

    • Surfacing more content that shares knowledge or advice
    • Strengthening connections among people who know each other


    Company vs Personal

    People simply don’t trust companies, rather people. This is true also online. Several studies confirm that sharing information through a personal LinkedIn profile drives 2.75x more impressions and 5x more engagement when compared to a company profile, despite having a follower base much lower. Company profiles are seen as windows of the companies and therefore mistrusted source of information or at best very promotional. Furthermore the company page is only one and can not always tailor the content for different stakeholders / target groups, leading to overload of not meaningful information. Therefore part of the marketing and communication plan of a B2B organisation should be to employ a robust strategy by enabling and empowering the employees to complement the company page’s organic and paid efforts.



    Digital Buyer Persona:

    Before diving into content creation and engagement strategies, it’s essential to develop a clear understanding of the target audience’s personas. A persona profile outlines the characteristics, preferences, and pain points of the ideal LinkedIn connections. This includes factors such as industry, job title, interests, challenges, and goals. This analysis and characterization goes beyond the simple definition of “attributes” such as “Job Title, function, Country, ..” but also mean understanding the behavior of the target users within the platforms, the preferences, how he/she consumes knowledge, their values and culture background and so on. By creating detailed persona profiles, companies can tailor content and messaging to address the exact specific needs and interests of the target audience segments.

    One important remark: in contrast with a “persona” (who is a fictional representation of the ideal customer and include also general information about the person), a buyer persona is a persona that specifically focuses on the decision-makers involved in the buying process. This includes only information related to the “final” step of the sales journey, so information as their role in the company, their decision-making process, and their objections have the highest priorities but they might not be the only ones to look at.

    LinkedIn Attributes:

    When crafting your LinkedIn strategy, it’s essential to consider the various attributes that define your target audience. For example, while some may be primarily interested in connecting with fellow executives or decision-makers, others may be seeking insights from industry experts or thought leaders. By understanding the nuances of LinkedIn’s user base, you can customize your outreach and engagement tactics to maximize your impact.

    Especially in LinkedIn the topic of attributes is quite tricky. There are many factors to take in consideration when selecting attributes of the target groups: for example, if we consider the Job Title – it could be written in many languages, it could be simplified or very detailed, it could be differently interpreted (Manager or Head) based on the company, might no be showing at all (many C-Level/Board) or could be by policy forbidden to explicitly mention the title but one can show the department.


    Since 2023 LinkedIn’s included “interest targeting features” with the aim to continue improving B2B ads targeting. The platform offers now more than 400 interest categories for campaign targeting, including services, products and general interests. Meaning for Social Media Managers of B2B companies being much more specific in the content and very precise and straightforward in the communication. Which is anyhow a best practice considering that according to research conducted by Microsoft, we have a shorter attention span than a goldfish. That is less than 9 seconds.

    Relevant Content for Target Groups or Pain Points

    Once the target audience personas have been identified, the next step is to create content that resonates not only with their interests and addresses but also their pain points. Whether it’s informative articles, thought leadership pieces, or engaging multimedia content, the key is to deliver value that solves the audience’s challenges or provides insights relevant to their industry or role.

    The content can serve different purposes:
    –

    • Educate the existing and prospect customers on a specific topic that might be very critical in the business area and requires high expertise and knowledge. With the overload of information and data, it is impossible to keep up with all what is going on in the world, even in your own business area. That’s why companies should play that role in the communication and being the “mentors” for their customers on the information they need to know. Studies, researches, market trends, insights, new technology…Even if not directly related to their specific products, companies are expected to be their customers “consultant”. This is the famous “added value”, especially in B2B. With commoditization of products, unless the lowest prices is your strategy, the only competitor advantage is your knowledge and credibility. I am still amazed that companies don’t realize how important it is to communicate exactly for this reason.
    • Entertain the audience with something light but still inherent the area, in order to keep in touch but without a specific goal, like educate or inform. It seems the opposite on what I wrote above but what I mean is some light entertaining content to keep the attention to the company and / or to stand out from the crowd is surely recommended. Nowadays we are all used to have just a little fun while we watch our social media, even if we don’t necessarily look for it and when that doesn’t happen, we tend to instinctively switch channel/platforms. That doesn’t mean completely turn all the content into funny cats posts or TikTok dances…It is an addition and it complements the most serious communication, that should be the vast majority.
    • Inform about company news, mainly to the existing customers in that follow the channel. This is what the LinkedIn Channels are most used for in B2B in my experience. Although there is nothing wrong with informing the audience about a trade-show participation or about a new product launch, we should not expect huge reactions also because even that the algorithm will not promote such type of content so much. For the reasons I explained above, people tend to believe more in people. That’s why for critical announcements I would always recommend spokespeople to be in the front seat and share it openly e directly from their own accounts.
    • Care to sharing more insights from the company in order to create trust. Several studies prove that In today’s dynamic business landscape, where consumers are more and more interested on how companies behave (especially in topics related to social responsibility), companies are expected to share more information. Among consumers, increasing visibility and the disclosure of information has always positive effects in the strengthening of trust.


    By consistently sharing valuable content, you can position yourself as a trusted authority in your field and attract the attention of potential clients or collaborators.

    Behavioral Analysis:

    Ultimately understanding the behavior of your target audience on LinkedIn is key to optimizing your engagement strategies. With more and more analysis tool you can now track how the target groups behave within the platform, for example what kind of pages they look at (company, ads, groups,….) or what time of the day they connect and for how long or even if they prefer to look at pdf or images. By monitoring these factors such as online activity patterns, content preferences, and engagement trends, you can identify opportune moments to connect and interact with your audience.

    Undoubtedly these are all very important things to keep in consideration. But in my opinion if I have limited time and resources (often the case in marketing teams for middle-size companies) and I have to decide between investigate the behavioral aspects of my target audience or train and encourage more internal people becoming the social experts and spokespeople for my company, I will all the time choose the second. People, even in digital, are always the most important factor and I will always priorize that. While behavioral analysis provides valuable insights, it’s the human element that truly drives meaningful connections and engagement. Investing in training and empowering your team to become knowledgeable and influential voices within the industry fosters authentic relationships and enhances the company’s reputation on LinkedIn and beyond. Ultimately, people remain the cornerstone of successful engagement strategies, both in the digital realm and in the broader scope of business operations.

    In conclusion, LinkedIn offers a big array of opportunities for professionals and businesses to connect, engage, and grow their networks. As a B2B company I would absolutely recommend to be in the platform and nurture the channel with constant content…But knowing that is not enough. Only through engagement of the people companies can unlock the full potential of this platform and achieve their business objectives.

  • My personal Tool-kit to drive the Digitalisation of Marketing

    My personal Tool-kit to drive the Digitalisation of Marketing

    * Cat Photo Disclaimer: apparently your content online is only open if you show adorable pet images, preferably featuring cats. So I decided to start photo shooting my cat and post it here, only to captivate more views and engagement, let’s see if that works*

    Today I want to present my strategy for navigating the complexities of modern marketing and a Tool-kit that I have used to pursue this transformation within different digitalisation projects.

    But before I want to quickly talk more about the “people” element in digital projects and how important it is to being “in love” and proud with what we do.

    Don’t get me wrong, this is not a post about how to fall in love with your company or how we should all be a “family” at work. No at all, I am very aware of having a real family and life and a professional one. But for the sake of archiving the goals we aimed to, we should really learn to work together, at best driven from the same mission. And we should really all love what we do and be 100% aware of why we are doing it.

    In my experience during the digitization or digitalisation processes, the need for constant intercommunication became particularly evident. Let’s consider how we communicate with customers, for example. Traditionally, marketing in B2B manufacturing companies relied heavily on personal interactions, as customers were considered valuable assets. This emphasis led to significant focus on activities aimed at maintaining good relationships and keeping customers satisfied and informed. The strategy revolved around nurturing strong relationships with key customers and further developing them through mutually beneficial connections. This approach ensured that industry development aligned closely with the needs of major customers, who relied on trusted partners to prioritize their requirements and ensure certain volumes or quantities.

    That is particular true in my experience during the digitization or digitalisation transformation processes. For example, let’s tak about how companies communicate with customers. In the typical scenario, marketing departments have multiple ways for engaging with customers that primarily occur on a personal level, recognizing existing customers as the most valuable assets in the company.

    This emphasis led to significant focus on activities aimed at maintaining good relationships and keeping customers satisfied and informed. The strategy revolved around nurturing strong relationships with key customers and further developing them through mutually beneficial connections. This approach ensured that industry development aligned closely with the needs of major customers, who relied on trusted partners to prioritize their requirements and ensure certain volumes or quantities.

    The companies across various industries continued to develop and innovate based on their main customers needs. The large customers would have counted on a trusted partners that were sure they would have kept prioritized their wishes and needs and would guarantee certain quantities / installations or deliveries. This is the model witnessed in many manufacturing B2B industries for the last decades. Actually a good model that would perform and keep the economy stable as in constant balance between customer – industry needs.

    However, with the advent of globalization and digitalisation, this model began to undergo significant changes. The effects were initially felt in the manufacturing and production sectors, with processes becoming more specialized and production outsourced. While this initially led to financial benefits, digitalization facilitated constant communication and increased transparency among producers of similar products. Consequently, industries (across various markets) began exploring partnerships beyond the traditional big manufacturers, opening up new opportunities.

    So the industry (again very broad sense, really in many different markets) was now finding the possibility to partner not only with the old “trusted” big manufacturer as they used it but it opened up a whole new world of opportunities.

    So, what did this mean for marketing and communication?

    It meant that newer companies / start-ups could adopt more agile marketing approaches, focusing less on long-standing customer relationships and more on innovative ways to find new partners. These newcomers are often smaller, younger, and characterized by a more flexible, rapid decision-making process. This shift initiated a wave of digital strategies that disrupted traditional marketing approaches that had been effective until recently.

    This evolution posed a significant challenge for larger multinational companies, which had to quickly adapt by adopting new ways of working, collaborating, and communicating with customers while maintaining established relationships and “old” ways to interact and keep them happy. This adaptation is particularly challenging given the same team dynamics and normally the same number of resources within the marketing / comm Teams.

    As we can understand, huge challenge. So how to approach this?

    This is my personal Tool-kit to support the digitalisation of marketing based on 3 Pillars:

    Digital Education – Central Framework and Local Outputs – Constant Intercommunication

    Digital Education

    It’s crucial to start educating marketing and communication teams about digital skills early on. Digital competencies are not innate. Therefore, ongoing education should be a priority, focusing not only on training sessions but also on explaining the rationale behind digital strategies during project collaboration.

    According to a study examining the effects of training and development activities on organizational innovation, the authors specifically suggested that “the training and development investments of an organization affect its innovative performance“
    Their research found that when companies invest more in internal training, it leads to better interpersonal relationships and organizational learning practices. As a result, this improvement in learning and collaboration boosts the company’s ability to innovate.  

    It is critical to start as early as possible to educate the marketing and communication team about digital skills. Those skills are not assumed and do not belong the classic marketing / communication background. Even recent graduates I bet didn’t learn how to code Jave or HTML websites nor how to build a Google Analytics tag manager. Although you might not need to be an expert in all areas, if you are now in marketing and communication and want to stay in this field of the next 10 years, you need to have a higher digital knowledge than other areas.

    Over the past two decades, marketing has focused primarily on customer care, excelling in this aspect. However, it cannot be assumed that they have also developed IT/digital competencies and skills during this time.

    But in my opinion, marketing and comm people are more than open and willing to learn. So part of the job in a digital transformation is to continue educate in every possible way. It is not only making the pople attending Trainings but using every occasions to explain why things work in the way they do, what are the mechanism and background behind as well as clarify questions and doubts.

    Central Framework and Local Outputs

    Companies should provide marketing and communication teams with centrally managed tools and platforms, ensuring proper setup, compliance, and security. This allows for creative freedom while maintaining centralized control and administration.

    This is what I call a “central digital hub Spot” where the platforms and tools are managed, properly setup, ensure that they are compliant and secure. Meanwhile the “users” can be creative and use them to produce their outputs the best way they’d like.

    For example:

    • Digital Asset Management (DAM) System: A DAM system centralizes the storage and organization of digital assets such as images, videos, and documents, making it easy for the marketing team to access and share content
    • Content Management System (CMS): A centralized CMS allows the marketing team to manage and update website content, ensuring consistency across all pages and sections.
    • Customer Relationship Management (CRM) Software: A CRM system centralizes customer data and interactions, enabling the marketing team to track leads, manage contacts, and personalize marketing campaigns effectively.
    • Social Media Management Tools: These tools allow the marketing team to schedule posts, engage with followers, and analyze performance across various social media platforms from a centralized dashboard.
    • Analytics and Reporting Tools: Centralized analytics platforms provide insights into marketing performance across different channels, helping the team measure the effectiveness of campaigns and make data-driven decisions.

    Constant Intercommunication

    Working together in large projects requires continuous updates and real-time assessment. The interconnected nature of digital projects means that every step is dependent on the others, making close collaboration essential. This level of interaction facilitates the identification and resolution of issues, leveraging diverse skill sets within the team.

    Why is this level of interaction so crucial? Well, for starters, digital projects often involve a series of interconnected steps. A delay or misstep in one area can have ripple effects throughout the entire project. Without constant communication and collaboration, identifying and addressing these issues becomes exponentially more difficult.

    Furthermore, the complexity of digital projects often necessitates diverse skill sets. No one person can possess all the knowledge and expertise needed to tackle every aspect of a project effectively. By working together closely, team members can leverage each other’s strengths, fill in knowledge gaps, and ultimately produce a more robust final product.

    But let’s not sugarcoat it—constant intercommunication isn’t always easy. It requires patience, active listening, and a willingness to adapt. Frustrations will inevitably arise, whether it’s a technical glitch, a missed deadline, or a difference in opinion. In these moments, having someone to talk to, bounce ideas off of, or simply vent to can make all the difference.

    So, how can teams foster a culture of constant intercommunication? First and foremost, they need to prioritize transparency and openness. Encouraging regular check-ins, brainstorming sessions, and feedback loops can help ensure that everyone stays on the same page

  • Latest News from Google to comply with the Digital Markets Act (DMA)

    According to a report from Visual Object, more than three-quarters of consumers (76%) will search for a company website before visiting their physical location – and this even before the Covid-19 pandemic. Consider the growth of more “online” visits now as a result. Essentially, if a website, especially in such intentional search like “search *something* me”, doesn’t appear as result in the first Google page, that business don’t exist in the market and its competition will overtake.

    This is why it is essential to stay updated and informed about the latest changes of the most important Search Engines, basically we are talking about Google with a market share of 82%, especially in recent times of continuos new legislation and set of rules within the EU.

    And we know the European Union doesn’t go easy on the giant Tech companies, like Google. In aiming to protect European open market the EU enacted the so called “Digital Market Act” (DMA) that is aim to bring compliance and fairness within large tech companies online, also called “Gatekeepers” (if anyone is interested, this article from Cookiebot explains what is the DMA very well).

    The DMA came into legislation in March 2024 and penalties for violating the regime can scale up to 10% of global annual turnover (or 20% for repeat offenders).

    The DMA’s main objectives are the following:

    • Give users more choice over default apps and services
    • Allow alternative app stores
    • Mandate interoperability between messaging services
    • Ban self-preferencing in rankings
    • Require consent for targeted ads
    • Improve data transparency.

    As one of the Gatekeeper, Google, has been making changes announcing that they are preparing to the compliance of the new regulations. In this blog post they announced them and here I reviewed the two most relevant:

    • Additional consent for linked services: “Over the next few weeks, we will be presenting European users with an additional consent banner to ask them whether some services can continue to share data for those purposes. If services aren’t linked, some features may be limited or unavailable. Users can change their choices anytime in their Google Account settings.” They are referring to the link between various services still provided by Google but theoretically needing a new consent every time:
      • Search
      • YouTube
      • Ad services
      • Google Play
      • Chrome
      • Google Shopping
      • Google Maps

    It seems like the Platform is going to limit the usability of a certain websites if certain “services” will not be accepted. According to Google “You can choose to link all these services, choose to have none of these services linked or choose which of these individual services you want to link.” The DMA wants to ensure that, for example, the visibility of some apps in Google Play will not be compromised because of not having accepted the consent to track the GPS tracking consent in Google Maps and viceversa.

    “When Search, YouTube and Chrome are not linked services, your recommendations in Search, like ‘What to watch’ and your Discover feed will be less personalised“

    To my understanding, this feature means exactly the opposite of the intent of the DMA, which is to guarantee and ensure transparency and fairness to the users besides the authorization of their data within the platform. It will be interesting to see how they can ensure two scopes that are on the opposite front.

    • New Search Experience: If you click “Hotels near me” and you are in one the the EEA (European economic Area) countries you will now have a new “Search experience” with more “promotional” results than before, with series of carousels (a carousel is a list-like rich result that you can swipe through on desktop devices) showing photos and preview cards of the sites. Furthermore Google shows several more “digital ecosystems” , also with the scope of enriching the possible results from the search of such businesses.

      According to Google, such as carousel-style rich, aggregator units “present users with rich and relevant information for their searches” and “improve the visibility of ecosystem participants.” What they mean with “digital ecosystem” is the interconnected network of different digital entities that interact with each other to create value. Examples of digital ecosystems include online marketplaces (such as Amazon or eBay), social media platforms (such as Facebook or Twitter), app stores (such as the Apple App Store or Google Play Store), and Internet of Things (IoT) ecosystems (such as smart home devices interconnected via a central hub).

      The missing possibilities to keep the consent across services might prevent the “Google Search” to produce results based on the exact GPS location or user preferences. For example, based on YouTube videos history, Google might be able to understand age and consequently possible favorite places
      Attention! The carousel type results depend on web pages having the appropriate structured data markup (basically how the website is programmed) to support the “carousel” format. Without that markup, pages will continue showing the standard text search results, which could be a loss in the visibility compared with competitors.

    Example of Box Interfaces US vs Germany (Source)

    Why is Google going this? As explained a recent article from techcrunch.com, Google has decided to discontinue the automatic linking of personal data across user accounts for specific products. This practice, which was previously employed to customize content and advertisements, will no longer be the default setting. This pro-privacy change is happening because the DMA bans the use of people’s data for advertising without their consent.


    Google is exploring alternative methods for presenting web page results that maintain high rankings and do not require additional investment in other platforms. It’s important to acknowledge the rise of digital ecosystems such as Booking.com, which offer alternative avenues for promotional investment, potentially reducing dependence solely on Google.

  • The importance of Referral for a Company Website in B2B

    Photo by Pixabay on Pexels.com

    In the digital world we call “Referral” other online sources that place somewhere in their web-pages a link to our website. The reasons of this linking are various, from citing one of the article/Blog Post to show a particular application/product, every companies should work to have as many referral as possible, possibly strategically placed in websites that talk to your target groups.


    If you ask Google what a referall is, this is the answer “What is Referral Traffic in Google Analytics? Google Analytics recognizes referral traffic as visitors that land on your site after clicking on a link from another source (other than search engines)”.

    When integrated into the third website, that links is so-called “backlinks”. Integrating carefully backlinks within your website serves as a strategic move to expand your audience and enhance your online visibility.

    What is a Backlink

    These backlinks act as digital pathways, guiding visitors from one relevant piece of content to another, creating a “funnel” direct to the other site. By thoughtfully embedding these links in high-traffic areas or within engaging, informative content, we can not only improve the user experience but also increase the chances of attracting a wider audience.

    Backlinks can be strategically placed within blog posts, product pages, or even on landing pages, directing users to explore more of what a website has to offer. This not only keeps visitors engaged but also contributes to search engine optimization, as search algorithms often favor well-integrated, relevant backlinks.

    Ultimately, the careful placement of backlinks becomes a dynamic tool for audience expansion, driving traffic and facilitating a more comprehensive exploration of your website’s offerings.

    Referral = Authority

    One great example of a strategic referral would be to be placed on a blog post in a popular answering questions about a “complex” topic, that requires the expertiese of professional and regards highly the credentials of the know experts.
    I can share one example from my experience: with people more and more aware about what they are eating, it is common to find online more and more content about pharmaceutical or Supplements and what they are made of.


    Imagine a gelatin producer being mentioned in a popular blog post about supplement capsules. This post explains the differences between soft and hard capsules and how they affect the body. Such a mention would bring more people to the producer’s website. It also establishes them as experts in capsule manufacturing, making people trust them more. This boosts their reputation and makes them stand out in the industry. Not to mention if would position this producer as “the source of information” meaning the experts and the only to be trusted company in the field of capsules manufacturing, for example.

    This simple operation not only enhance the traffic to the selected pages and ultimately to the company website but also confirms the image of the company in being the trusted and serious partners for its customers. Furthermore, adding a strategic call-to-action to continue the journey, there is higher chances to generate new leads though it.

    Creating a good referral network is the Fundament to be recognized as “Authority” in the selected field of expertise. The more a website is linked the more influence you can bring to the topics of your interest. Once a company is mentioned and brought as “example” in other platforms, it is a natural follow-up to enlarge the journey of those target-groups users within the same platforms.

    How do I increase Referrals?

    According to LinkedIn Marketing, B2B buyers will consume 10 pieces of content before their make their purchase decision. And in my opinion this is valid for short decision making products. We can image if you have to invest in a new machine for your plant or if you needs to invest in a 50K€ Social Listening Tool you will get more than 10 pieces! Probably one of the convincing argument would be to search what other people think about this machine / tool / product from other peers in the industry and / or other industry with a similar / related job function. And how you will find them? If they’re not already in your Knowledge circle, you will find them looking online and try to find out if they’re customers of that company. That is when the referral throughout other websites come to play. I listed here below 4 strategies to enhance Referral traffic to a company website:

    Through Customers: a key goal for a B2B company is obtain and publish as many case studies, customer experiences and testimonials as possible, obviously prior customer approval. Ultimately this is the most important of the 4 strategies. Have customers talk about our company and how satisfied they are to work with us is the most powerful marketing goal there is.

    I understand that in certain industries, obtaining endorsements and testimonials can be more challenging. Some products are highly visible and garnering official statements or quotes to include on a website is relatively straightforward. However, for products that are less visible, being vocal about their success can be more of a struggle.

    In such cases, I’d suggest starting small. Even a simple quote that can be included on the website can make a big difference. Additionally, participating together in award competitions might be a viable option for some industries. By showcasing any recognition or accolades received, we can begin to build credibility and generate interest in our less visible products. It’s all about taking those initial steps to establish trust and demonstrate the value we bring to the table.

    And don’t forget! It’s not just about putting them on our website. We should also encourage happy customers to talk about us on social media and include links to their stories. This way, we can reach more people and build trust in our brand. It’s all about showing potential customers that others have had great experiences with us, too.

    From PR: often PR efforts result in an online publication mentioning your brand and linking back to your site. Traffic from these links will show up in the Referral Reports, allowing companies to measure the impact of PR efforts in driving value to online presence. While PR may involve offline efforts, Google Analytics can help to connect the dots to online activity. T

    I acknowledge that in certain industries, there’s a close connection between public relations (PR) and advertising. Customers are often aware that the legitimacy of an article or publication can be influenced by the company’s investment with that platform. Consequently, they may approach such content with a certain level of skepticism.

    However, it’s crucial to recognize that despite this skepticism, these publications still manage to reach our target audience. The fact that they found the content intriguing enough to click on the link indicates a high level of interest. Therefore, while we should be transparent about our PR and advertising efforts, we can leverage these platforms to reach and engage with our highly interested audience effectively. It’s about striking a balance between transparency and utilizing the available channels to connect with potential customers.

    From Events: Another perfect example if the use of referral during business events, especially after Covid where even are nowadays online as well as physical, the “posting” of backlinks throughout the media platforms has been definitely a boost in the traffic increase.

    From Business Partners: This is tricky. Often this is the easiest referral you can obtain. Partners companies that deliver/manufacture/produce anything that partcipate to the realization of the final products along with yours are more than happy to participate in the final success of the collaboration. One example is if you copy machines to companies you might get the referral from the paper company that will surely help you to sell more. The problem is, it might be that within companies you might not reach your target group. (for example in this case, the IT department might take care of the printing machines in a company while the purchusing might buy papers). Another problem, similar to the PR case, since it is a “beneficial” referral, the customers might perceived not “real” .

    I finish with the Referral Report of one of the website that I am in charge of. Besides a careful use of PR and Events linking, which surely helped a lot, we used some very strategic pages to be “cited” as the source of truth for some very specific topics and it was very succesfull.

  • A Guide to Ensuring Compliance with Privacy Laws

    Always more companies operating in different countries and regions will rely to many websites and online visibility spaces. The era where 1 company = 1 corporate website it over in my opinion. Of course we should differentiate. The corporate pages are more than ever needed to provide a consistency image across the organisation, to centralize the traffic from the most important stakeholders and to express a unified and interconnected image of the company and its products.

    This does not mean we should close our eyes on the local growing needs of different windows, especially when it comes to digital. The Stakeholders approached by a corporate website might not be the same as the one you can address with another kid of language and content. And both are valid and correctly representing the company. It is like to say if you have a Instagram channel, you don’t need an X Account. As a company you might need to have them both, as you speak different content across the two channels and to different audience.

    Let’s talk about Stakeholder-based Digital Communication

    I talked about the importance of Corporate Identity for the success of a global digital marketing and how much having Corporate Guidelines is fundamental for the success of global projects. However, we can not underestimate the various differences based on local customs. Some cultures want to watch videos and they should short and fast, better if simple. Other countries where people interact with strong opinions love debates and write huge comments below each posts creating real conversations that go beyond the initial post. More reflecting population might like to read a lot before convincing about one product or solution, for them books are even better than digital channels!

    This is why, thinking that an organisation could survive with only one website is asynchronous, and we should accept the reality of having to manage different web spaces, as marketing / digital leader. That doesn’t mean we should underestimate the workload and resources needed to deal with this.

    While customization is key, maintaining a consistent brand voice and messaging across various digital platforms is equally important. Consistency builds trust and reinforces your organization’s values. Always ensure that the digital communication strategy aligns with your brand identity while adapting to the unique characteristics of each platform.

    No matter if locally or centrally managed, each local website or so-called “microsite” have the same requirements when we talk about security and compliance.

    the ever-evolving digital landscape, safeguarding user privacy has become a paramount concern for businesses worldwide. As the digital ecosystem continues to expand, so do the regulations governing the collection, processing, and storage of user data. In this blog post, we’ll explore key steps to ensure compliance with applicable privacy laws, providing a Roadmap for businesses to navigate this complex terrain responsibly.

    Understanding Applicable Privacy Laws

    The first crucial step in maintaining a privacy-conscious approach is to thoroughly research and understand the privacy framework that applies to your target audience. Different countries have enacted various privacy laws to protect user data, such as the General Data Protection Regulation (GDPR) in Europe, the California Consumer Privacy Act (CCPA) in California, and the Lei Geral de Proteção de Dados (LGPD) in Brazil. Recognizing the specific laws that pertain to your users is essential for building a robust privacy strategy.

    Clear Privacy Policies

    Once you’ve identified the applicable privacy laws, it’s time to craft and maintain a clear and concise privacy policy in accordance with local regulations. This document should transparently outline how user data is collected, processed, and stored. Accessibility is key, so ensure that your privacy policy is easily available on your website. A well-drafted privacy policy not only demonstrates your commitment to user privacy but also serves as a crucial point of reference for your users.

    Consent Mechanism

    Implementing explicit consent mechanisms is a fundamental aspect of privacy compliance. Clearly articulate the purpose of data collection and obtain user consent before processing any personal information. Make these consent mechanisms user-friendly and ensure that users have the option to opt-in or opt-out easily. By prioritizing transparency and user choice, businesses can establish a foundation of trust with their user base.

    Collect Only Necessary Data

    In the age of data-driven decision-making, it’s tempting to collect as much information as possible. However, privacy compliance requires a more discerning approach. Limit data collection to what is strictly necessary for the intended purpose. Avoid the temptation to gather excessive or irrelevant information from users, as this not only helps maintain compliance but also fosters a sense of trust and credibility with your audience.

    In conclusion, as technology continues to reshape our digital experiences, prioritizing user privacy is non-negotiable. By understanding and adhering to applicable privacy laws, crafting clear privacy policies, implementing robust consent mechanisms, and collecting only necessary data, businesses can navigate the intricate web of privacy compliance successfully. In doing so, they not only protect their users but also build a foundation of trust that can drive long-term success in the ever-evolving digital landscape.

  • Four Stages of the Digital Marketing Funnel – Part 1

    Strategic partnership and Referral

    What is the most important stage of the digital funnel when acquiring new customers in B2B?

    Surely I don’t need to explain what is a marketing funnel is: it is a series of steps in order to qualify a bigger audience and select the individulas who might be interested in our products / service and for our companies are the interested one.

    The digital funnel operates bidirectionally, serving two primary functions for companies engaged in its implementation.

    On one hand, it acts as a valuable tool for companies to gain deeper insights into their audience – understanding who they are, their interests, and their needs. Simultaneously, the digital funnel serves the purpose of elevating the understanding of “interested” individuals about the offered services and products. The goal is to gradually educate and nurture them to a level where, upon personal interaction, they are considered “warm” leads – individuals who have demonstrated sufficient interest and value in the product or service and are ready to progress towards the final stages of the purchasing journey, pending a successful interaction.

    While ChatGPT defines a digital funnel as a guide for systematically attracting, engaging, and converting potential clients, it’s essential to clarify the nature of conversion in a B2B environment. The conversion, in this context, doesn’t happen within the digital funnel but is rather the result of a series of interactions between the company and the potential client. The conventional digital funnel serves as a preparatory pathway, pre-qualifying prospective customers and engaging all key stakeholders into the company’s sphere.

    In the realm of B2B, where decision-making involves multiple stakeholders, it becomes imperative for the digital funnel to align with the comprehensive buying center. Addressing the diverse needs of each stakeholder in the purchasing process is integral to the effectiveness of the digital funnel. Therefore, the role of the digital funnel in my opinion is not just to guide prospects toward conversion but to tailor the journey in a manner that resonates with the unique requirements and concerns of each decision-maker within the buying center.

    After this needed introduction about what is a digital funnel, let’s quickly introduce the four stages that we can distinguish that make a digital funnel for B2B interactions, from the most important one.

    1. Referral
    2. SEO / Visibility
    3. Advertising
    4. Social Media Channels

    Each stage would need a chapter alone and today I am not covering them all.

    Among these stages, the first and arguably most significant level is referral marketing, setting the foundation for success in the B2B landscape. Let’s deep dive into it.

    Level 1: Referral Marketing – The Power of strategic Partnerships

    Referral marketing stands tall as the initial level of the B2B digital marketing funnel. In the start of each business-to-business interactions, trust and credibility are paramount.

    Referral marketing leverages the power of satisfied clients becoming advocates for your brand, recommending your products or services to their industry peers. This peer-driven approach holds exceptional weight in the B2B space, where decisions are often influenced by personal relationships and trusted recommendations.

    Recommendations can come from satisfied customers but they can also be the results of an effective and strategic alliances between different and not competitive companies, being one the katalysier of the other.

    In a B2B context, referrals can be both formal and informal. Formal referral programs incentive existing clients or partners to recommend your business to others, creating a network of trusted endorsements. These referrals can open doors to new opportunities, partnerships, and collaborations, acting as a catalyst for organic growth. The authenticity and credibility embedded in referrals lay a solid foundation for future interactions, making this first level an indispensable element in the B2B digital marketing funnel.

    Let’s delve into a hypothetical scenario to illustrate the dynamics of such a partnership.

    Consider Company A, a trailblazer in the world of supply-chain software solutions tailored for retail stores. On the other side, there’s Company B, a powerhouse specializing in networking solutions, catering to the IT professionals overseeing the vast technological infrastructure of retail chains.

    Now, on the surface, these companies may seem like they operate in separate spheres with minimal overlap. Company A’s focus is on optimizing supply-chain processes, while Company B excels in ensuring robust network management and web engineering. However, the magic happens when these two entities recognize the potential synergies between their offerings.

    Picture this: an IT professional, immersed in the intricacies of network management, seldom delves into supply-chain considerations in their day-to-day tasks. Company B, cognizant of this reality, decides to bridge the gap. In a strategic move, they propose a collaboration with Company A, weaving a narrative that goes beyond mere product integration.

    To entice their shared target audience, Company B suggests hosting a joint webinar. In this collaborative endeavor, the IT professionals would not only gain insights into optimizing network infrastructure but also explore the intricacies of supply-chain software solutions provided by Company A. As an added incentive, Company B sweetens the deal with exclusive “perks”– perhaps a gift card or specialized training, creating a personalized touch to the partnership.

    Through this collaboration, both companies stand to gain. Company A gets an opportunity to showcase the complementary of their supply-chain solutions with Company B’s network expertise. Simultaneously, Company B strengthens its appeal by offering a more comprehensive package to their clients.

    This hypothetical scenario illustrates how companies from different domains can join forces, creating a unified front that resonates with their shared target audience. Such collaborations not only expand the horizons for both companies but also exemplify the transformative power of partnerships that go beyond the surface-level offerings, creating a holistic value proposition for their customers. And all in all, they form the basics for a Referral program that is cost-efficient meanwhile highly effective.

    I

  • Witch CMS (Content Management System) to chose (Part 2)

    Welcome back to the second post into the world of Content Management Systems (CMS). In our previous discussion, I talked about some technical features he fundamental aspects that lay the foundation for selecting the perfect CMS and enabling Flexibility, Customization and Multi-language.

    Ai generated image

    Today, we continue our journey, aiming to unravel additional critical criteria that should be at the forefront of your decision-making process and therefore I want to start touching the security aspect. To do that, I need to introduce two main kind of CMS: open-source and close-source.

    The Open Source, means that the code is available for everyone and a community of users can participate in fixing bugs and / or keep it updated. The close type consists on having the programs not visible and “covered” behind companies that will maintain, update and keep improving, without a shared community, in a proprietary way.

    I dwell into both advantages and disadvantages:

    Open-Source

    Popular CMS platforms are often more targeted by attackers because compromising them provides access to a larger number of websites. The source code is available to everyone and if the initial creator of the company goes bankrupt, the code remains available as well as further updates and improvements.

    According to a research published last year for the National College of Irland WordPress is the most widely used content management system (CMS), with 455 million websites supported and a 60.3% market share. 92% of the vulnerabilities found in the WordPress-powered websites are due to the third-party plugins and programming errors.

    WordPress, being the most widely used CMS, is obviously frequently targeted. However, popular CMSs also benefit from large communities that actively work on security improvements.

    To make sure that these continuous improvements actually arrive also to your website, the system uses updates. They can be small or large. WordPress makes updates all the times, especially affecting the functionalities of Plugins. Drupal has updates less frequently but normally larger and more comprehensive. The effectiveness of the update mechanism plays a crucial role in the overall security of a CMS.

    CMS platforms with automatic updates or robust update notifications make it easier for users to stay current with security patches. Downsize: each update requires adjustments in the code and in the backend, which requires programming and thus costs. Some of the large update I experienced to be quite costly (in the 5 digits) and they are mandatory and often difficult to predict how expensive they will be.

    Proprietary

    In the proprietary type it would be much more complicated to access the source software and thus crack it. But the downside for this kind of CMS is surely that the company is fully in charge and you are totally depending to the quality of the programming and the speed of fixing any errors.

    Second it could cost much more, as the company provider of the system can decide to increase the prices once you started with them to just perform updates and you have to accept it.

    The advantages of a proprietary CMS is the complete control of the source code by the creator. If you don’t want the source code tampered with, this is the alternative to choose.

    Another advantage ist that the integration with other platforms and systems is probably more seamless as both working on the latest version and most accurate version of the system. Proprietary CMS platforms often provide integrated solutions that are designed to work seamlessly together. This can lead to a more cohesive and efficient user experience, as the various components are developed and optimized by the same team.

    The best example is Adobe, that offers all kind of other Solutions into the Adobe Experience Platform.

    Screenshot from Adobe Pitch Presentation

    I have never used Adobe in particular, but I did see what is capable of in one company and I was really impressed. They managed a huge integration of different e-commerce and websites, all controlled centrally and accessing the same digital assets. It would be interesting to learn if they also integrated Marketing Engagement and how that worked, especially considering the limitations or absence of GDPR prerogatives in many American Software companies.

    My experience in general is that such huge mega platforms are in theory great and surely on the long run very efficient and robust. But it takes much longer to implement everything until it works, align all the data-set, create the right structure and retrieve all the necessary data that it might discourage and / or limit the Realisation after all. Not to mention the time and commitment to train all the people working with it.

    Conclusion

    if you are not a super digital expert and you don’t want to invest huge amount of time to implement and learn how to manage a complex CMS, go for the Open Source. Also if you are not sure about the partner and you might want to keep the options open and being able to change along the way.

    If you are ready to embrace the challenge and really take the most of an integrated platforms and also you have the company back you up, then go for the close-source. Also for a security point of view, if companies treat very sensible and high risk data / products, that would be also advisable.

  • Navigating the Complexity of Digital Project Management: A Structured Approach

    Embarking on a new project, be it a website relaunch or the creation of a company newsletter, often prompts a desire to involve a diverse array of perspectives. So you organize large group sessions with various name: Kickoff meeting, “Brainstormings”, creative exchanges and all kind of encounters of this kind.

    Many people from different background and expertise, joining without having any preliminary discussion or briefing, having different experiences and knowledge as well as understanding of the purpose of the project. What is happen is that normally the loudest and more talkative person take the stage and becomes somehow the “authority” in the room, some people follow what he/she says and make small adjustment or amends, a few might have different points of view and try very carefully to point them out, being carefully not to be creating too much fuss, and the rest, let’s say the majority don’t actually say anything. Probably because they know they either won’t be heard or think what they would say don’t bring any value.
    At the end of such meetings, the result is obviously very biased and don’t take in consideration “unheard” needs or different perspective. Setting the project off with a shaky start

    After years of navigating this common scenario, it’s evident that these meetings often fall short of delivering positive results for various reasons:

    Absence of Key Decision-Makers

    The presence of decision-makers, especially executives like the CEO, is crucial in shaping the direction of a project. Without their input, discussions may lack the necessary strategic guidance, potentially leading to decisions that require reconsideration or adjustment.

    Exclusion of End Users

    Projects designed to benefit end users suffer when those users are not actively involved in the early stages. The absence of user feedback and engagement in the development process can result in solutions that miss the mark, failing to address the specific needs and preferences of the intended audience.

    Lack of Uniform Problem Understanding

    Assumptions about shared understanding can be perilous. Not everyone may grasp the intricacies of the challenges at hand, leading to misguided decisions or oversights in addressing critical issues. A comprehensive understanding of the problems is vital for crafting effective solutions.

    Diminished Concentration in Group Settings

    In-person meetings, despite their intentions, often lead to diminished concentration spans. This observation, though not formally studied, has practical implications. Participants may grow fatigued, hindering the effectiveness of discussions and potentially compromising the quality of outcomes.


    In my recent experience on working with several different teams across the globe on the same digital projects (let it be website relaunch or company newsletter) I realize that the most difficult thing is outside the typical “IT” world, to apply the same way of working with peoples not used to it, as basically in all other fields and professions, you are not though a method to work together.

    In marketing or finance, or any sociology kind of studying field, there is very high probability that you never heard of the “Agile methodologies, or the Scrum framework”: basically learning how to to truly understand others need and being able to reflect them into the final outcome of the project.

    I am not saying everyone should work like a typical “IT person” (although with increased use of technology in all fields of our life it might not be a bad idea) but I am say at least we should switch our mind-set approach to a more structured way of working together when it comes to digital projects.

    Here are key insights and recommendations:

    1. Establish a Robust Project Management Framework

    To foster efficient collaboration, create a project management framework tailored to your organization’s needs. This could be a dedicated tool, a shared folder, or even a WhatsApp group. The goal is to provide a centralized platform for seamless communication, file exchange, information sharing, and task assignment.
    It could be anything that works in your organisations, but as organiser you should start putting the basis and establish a platform where you: – Communicate within your team – Exchange Files / Documents – Share information and give tasks – Update Timeline

    Avoid relying solely on emails, as they can lead to information loss and hinder transparency. Reserve emails for quick requests, reminders, and project summaries.

    2. Identify and Engage Internal Stakeholders Early

    One of the biggest risks in project management is overlooking key stakeholders. Take the time at the outset to identify and engage all internal stakeholders who may be impacted by the project. Beyond the obvious roles, consider regional or department-specific needs. This foresight ensures a comprehensive understanding of the project’s scope and the involvement of all relevant parties.

    You might realize only afterwards that you didn’t spend enough time in the first stages of the process to really think about who is going to be impacted by this process and who/which departments are going to play a role. You start thinking that for a website relaunch you need products managers and HR colleagues but afterwords you realize you need to understand regional / local needs in particular field (like Recruiting within a particular country) or your finance team might need to have a page for shareholders or your colleagues in manufacturing might want to put more emphasis on the operational excellence of your company. And if you didn’t involve them previously enough in the development of the project, it might be too late and / or very costly.

    3. Compile a Comprehensive Requirements List

    Before diving into the project, create a list of requirements that align with the project’s goals. For instance, in a website relaunch, requirements could include multilingual support, mobile responsiveness, and a focus on lead generation. Engage in individual discussions with each stakeholder to collect their input, forming a collective “wish list.”

    In this way you first reach a deep understand of everyone’s need and truly hear what everyone has to say. Second you obtain a higher Involvement from the start if you have a single conversation with the responsible person. A digital project is ALWAYS a group project, so you need to have all stakeholders on-board before starting. If you think about the website, the person responsible for content will feel engaged if it was taken in considerations from the beginning and he/she will be ready and willing to deliver their parts timely and in a higher constructive way.

    4. Foster a Culture of Continuous Improvement

    In addition to the foundational steps, instill a culture of continuous improvement within your project team. Encourage open communication, feedback loops, and adaptability. Embrace agile methodologies, even outside the traditional IT realm, to respond effectively to changing circumstances and evolving requirements. This iterative mindset enhances collaboration and enables the project team to navigate challenges seamlessly.

    In conclusion, a structured approach to digital project management, encompassing effective communication, stakeholder engagement, comprehensive requirements gathering, and a commitment to continuous improvement, sets the stage for success. By incorporating these principles, you can ensure that your digital projects not only meet the needs of the team but also deliver value to the end users.