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Ethnographic research: what it is, when to use it, and why it really works in marketing.

In recent years, ethnographic research in marketing has become increasingly popular. However, many confuse it with interviews , focus groups , or simple "field" observations. The truth is that ethnography is a method , not a technique. And when used well, it's one of the most powerful tools for generating insights that don't emerge from surveys, analytics, or dashboards . In marketing, ethnographic research is used to understand people's real-world behaviors in their eve

Redazione

Dec 17, 20254 min read

Google Ads Costs: Updated Guide for Italy (2025) + Free Budget Calculator

How much does it really cost to advertise on Google Ads in Italy? This is the question entrepreneurs and marketing managers ask themselves most often when considering investing in this platform. The truth is that there is no fixed cost : it depends on the sector, the competition, the quality of the ads and the budget you are willing to invest. In this article we analyse the latest cost trends in Italy, the trend of CPC (cost per click), the impact of zero-click searches and

Redazione

Nov 18, 20253 min read

Do you have a physical store and want to open an e-commerce site? Wait, first consider these 6 key points.

It all started with a one-star review on Google. Not from a disgruntled customer, but from a business owner we turned down. He wanted to promote an e-commerce site for herbal medicine: we explained to him that it wasn't sustainable. The next day, a star. But the truth is this: not all stores can (or should) sell online. And an agency's job isn't to sell you a service, but to help you understand whether it makes sense to do it. In recent years, many retailers have approached d

Redazione

Nov 3, 20256 min read

How to Use Data to Understand What's Working in Your Lead Generation

Imagine Giulia. She's the marketing manager for a small company that sells online courses. He launches two campaigns, one on Facebook and one on Google: he spends €1,000 on each. By the end of the month, he received 50 leads from Facebook and 30 from Google. On paper, Facebook seems successful—but he doesn't know which leads will actually become paying students. Without precise tracking , Giulia can't tell if those contacts come from campaigns, organic traffic, or existing

Redazione

Nov 3, 20256 min read