The web turned 25 this year. Have you ever thought about how radically our habits have changed in a quarter of a century? It has made work faster, it has helped us find a home or a holiday, someone has found a soul mate, it has allowed us to go shopping comfortably seated in an armchair, it has informed us…But it has also greatly influenced businesses.
Let's see the impact it has had on the latter and examine the case of Axa IM Italia in particular.
The web and business
A few years ago, in order to make itself known to the public, a company had to invest large sums of money for an advertising campaign on TV, radio or buy space on the pages of newspapers and magazines. All this is still a reality, but we must admit that something is changed if, even in our country - not exactly famous for its innovation - as far back as 2006 advertising investments on the web had exceeded those of the radio, while in 2013 advertising on the Internet exceeded advertising in the press.
Yes, we are a "television" country, but even here things change rapidly: Google is the second reality for turnover among advertising agencies, after Mediaset and before Rai! (Source: New Tabloid elaborations on company data, Studio Frasi and AgCom).
Innovative Italian companies
The revolution, as we often explain to Advise Only partners, has been underway for years. We are moving from a broadcast (one-many) message model typical of old media such as TV, radio and newspapers to a network (many-many) message model.
More simply, the modern company can no longer claim to send a message to the crowd, without feedback and expecting a return on advertising investment. Rather, it must "enter the square" and chat with other users as primus inter pares: listen, explain, convince, respond, reward supporters, win new customers ... This silent landslide, I repeat, has already been underway for years. And it has led the web to conquer 27% of the pie of Italian advertising investments (in 2013). Within the “web” label there are, among other things, emerging phenomena to watch carefully: the new internet, for example.
The new internet is a variegated sector that brings together the most innovative components of the web: smartphones, tablets, connected TVs, applications, social networks, videos, pay and data-driven advertising. This branch alone represents 32% of total web revenues and has recorded a growth of 73% in one year. The case of AXA IM Italy
Advise Only operates in this context and proposes itself as a web consultancy company specialized in technological and web communication solutions for the financial world. Among the numerous partners with whom we have worked, the latest is AXA Investment Managers Italia. From the fruitful collaboration a blog was born, a Financial Lab dedicated to financial advisors, private bankers and investors. Go and visit it here: blog.axa-im.it. In this space, AXA IM experts make available, quickly and punctually, the summaries of the main comments, analyzes and updates on the markets and all the news concerning the management company.
