MBA Open lecture: “Content Revenge. What makes Digital worthy.”

On August 2nd, 2017, Giambattista Marchetto opened his lecture with a stark introduction; “I’m the best, I’m great at what I do”. He quickly followed up explaining that this is one way communication strategy to reach a community is a technique of the past, “you’ll just be left talking to yourself”. Now, we must focus on engaging a two way conversation and framing our message with context he says.

Marchetto talks from his nearing 25 years of experience as a freelance journalist writing for Italian newspapers and magazines, and 20 years experience working in Venice and Prague as a communications and marketing consultant (with particular focus in the digital sphere) with his company Charta Bureau.

Enlightening the listeners with an introduction of the 95 Theses of the Cluetrain Manifesto, Marchetto made his point that we need story telling, collaboration and interaction. It's not enough to say it’s nice, we need to tell you what that means and with a story. By doing so, we can create an identity and a community among our product or service’s users. Strategy must lay a solid framework for any story he emphasized; “using Google ads with even the biggest budget words needs a strategy”.

Marchetto broke down other fundamental digital communication realities such as how our newsfeeds are a reflection of ourselves via what he called ‘the funnel’, web readers are strolling rather than actually reading, there are now infinite sources information that are applied to individuals’ varying interpretations,  and the pro and cons of co-marketing strategies.

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