Redazione

The way data is collected online has changed dramatically in recent years, although this change is often not immediately visible in dashboards. Campaigns continue to generate clicks, leads pour in, platforms show conversions. Everything appears to be working. In reality, beneath the surface, an increasingly significant portion of data is no longer being tracked. The point is not technical, but economic: today many companies are making marketing decisions on the basis of incomplete data....

Something has been happening in recent months that many companies are aware of, but are struggling to understand: people search for information, get an answer… and no longer click on any site . It happens on Google, it happens in reply boxes, it happens more and more often directly within tools like ChatGPT, Gemini, or Perplexity. From here comes a term that until recently did not exist: AI visibility . The problem is that almost everyone talks about it assuming you already know what it...

In recent months, agencies have been emerging in Bergamo (and elsewhere) that propose a very clear strategy: growth only through organic content on Instagram and TikTok , often accompanied by explicit criticism of agencies that use advertising. The message is simple and seductive: “the ad doesn't work anymore” “Today, whoever creates content wins” “just publish well and customers will come” The problem isn't that content doesn't work. The problem is confusing attention, engagement, and...