Wired in2 Brazil?
April 06
Table of Contents
  • Nike 
  • Expert 
  • Ward #2 
  • Saudade 
  • Direct Marketing 
  • Linked Resources 
  • MyQuiz 

GOLD Archive

GOLD XXVI, Feb. 06

GOLD XXV, Dec. 05

GOLD XXIV, Oct. 05


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Italian Text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition n.27
    I. Nike.

    Global Brands are used to practice search engine marketing (SEM). Nike, here taken as prototype of the global brand, is positioning itself at the very first places when one is searching on the Net in order to find out some information on products like... sneakers or apparel or accessories for almost all sports.
    Nike is also a brand oriented to the on-line customers as its many web sites are working at different levels along the knowledge ladder or experience curve in a Web marketing and shopping perspective. Official Nike websites are active on four different stages as follows:
    1. Corporate/Countries
    2. Product Lines
    3. Customer Segmentation
    4. Community/Social
    This list of several websites operating as the long hand of a global brand represents a good starting point in order to categorize the best web domains a business would make the most of when it wants to optimize the presence/presents towards both prospects and customers. Please note how all pages a search engine redirects you when it finds a Nike's website are very small in size (10-20k) and generally work as a gate to the inside contents requiring a Flash plug-in newer than the version you're running... That's not all.
    Simply typing the 'Nike' word you'll find something as almost 30 million pages as results by Web search leaders (Google, Yahoo!). Within the first hundred addresses only those linked to the global brand, including the anti-Nike sites asking the colossus to improve sure not the SEM but its labour practices. Just do it!

    II. Expert.

    It's always nice to meet an expert. I have met Joe Cappo a rainy and lukewarm day of several years ago in Milan. He was looking for a company able to distribute a package of magazines, including the famous Advertising Age, published by Crain Communication Inc. His business card showed me the title of Senior Vice President-International and the office address in Chicago, IL.
    He gave me the time of day during the breakfast and that brief meeting was enough to listen he was descendant from an Italian family and well informed about the Italian media honchos. Why am I remembering this expert on marketing communication right now?
    I have two main reasons in doing it here. First, you should have noted how even more frequently DMLR is focusing on people and not much on procedures or programs related to marketing stuff. Second, I'm used to alert you about some books I have stumbled across during my Internet experience and this time I would like to introduce Joe Cappo's "The Future of Advertising : New Media, New Clients, New Consumers in the Post-Television Age". As advertising industry observer he describes the factors that imapcted that in the late 1990s. The book develops a series of practical strategies for anticipating and managing change in a turbulent industry. And it addresses major issues such as the impact of cable TV, direct marketing, and the Internet; the emergence of alternate marketing disciplines; and the disappearance of the mass market.
    At you can both search inside the table of contents or order the book whose details are as follows: 256 pages as Paperback edition, published by McGraw-Hill (Oct. 2005) in English.
    Here the first sentence:
    "Within only a few years, the advertising agency business in the United States has transformed from dozens of independent, entrepreneurial, creative, and highly competitive shops into an oligopoly of four large publicly held corporations."

    III. Ward #2.

    Eric Ward is not a new face on But this time he offers a great reflexion on a traditional communication tool passed into the Internet along with some unexpected problems...
    "The acceptance of  Email as a legitimate distribution method for corporate commuications has created new opportunities for transmitting press releases. But marketers need to know the rules for making best use of this resource, or risk wasting it altogether. An e-mail press release has some subtle but crucial differences from its traditional paper counterpart." 
    To read the whole article on How to Make The Most Out Of Emailed Press Releases simply press on its title!

    IV. Saudade.

    The awekening giants of the world wide market economy are Brazil, Russia, India and China. An English economist coined the term BRICs for labelling these four key emerging-market powerhouses.
    Wired into Brazil? This time DMLR marketing magazine presents the nation of Amazon and Rio, Futebol and Saudade. Read the preview on Saudade: 10 Commonplace Stories about Brazil.
    This magazine is a work in progress to be continued until May!

    V. Direct Marketing.

    The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop. It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
    Select and print the three parts of the glossary in English on
    Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the email marketing too...

    VI. Linked Resources.

    Last February, I've received this informative e-mail from the webmaster of the Italian Aitech-Assinform.
    A seguito della fusione tra le due associazioni del settore e la nascita quindi della nuova associazione Aitech-Assinform, spero di farvi cosa gradita nel comunicarvi che Assinform non esiste più e nel chiedervi di aggiornare la scheda e relativo link (
    I contenuti e la mission associativa non è cambiata.
    Ringrazio per aver dedicato uno spazio alla nostra Associazione sul vostro portale e invio migliori saluti,
    Valeria Poggi
    Associazione Italiana per l'Information Technology

    PS. As Valeria wrote about a portal, I would precise that it's simply the Web Marketing Guide.

    VII. MyQuiz.

    How much is the Internet penetration in Brazil, i.e. the Net users/inhabitants ratio?
    Find answer on next May.
Copyright 2006 - All rights reserved (except where indicated). Issued: April 18, 2006.
Roberto Dondi --word processing, HTML and the ropes.