Book Presentation

One of the leading experts in landing pages (Luca Orlandini) and one of the leading experts in funnels (Stefano De Carlo) discuss the "Illustrated Manual of Funnels" to understand the inseparable relationship between "landing and takeoff" in digital marketing. A technical talk in which the author (De Carlo) and the foreword writer (Orlandini) try to clarify the need to integrate the right automations into every strategy.
Moderated by Luca Orlandini.

The Net has always created extraordinary personal and professional development opportunities for individuals and businesses. eCommerce represents one of the greatest growth opportunities available to companies and professionals. Lawyer Antonino Polimeni and Albert Antonini, Marketing Director of Alibaba Group, in presenting their books, Legal eCommerce and eCommerce Marketing tell us about the rules governing it and the marketing necessary to decree the success of any online store.

Turning facts into stories, telling and engaging is the central goal of any marketing activity. What are the strategies for becoming great storytellers? How to develop them to create a trusting relationship with those who read or listen? It is stories that create narrative universes where brand values and consumer values meet. Because you can no longer buy attention, you can only try to build trust that lasts. Cristiano Carriero, co-author with Bernadette Jiwa for The Secrets of Great Storytellers, and Elizabeth Gelfi, author of At the Root of Storytelling, take us through this discourse on storytelling skills in pursuit of emotion.

An innovative journey, for all those people looking for new opportunities, paths and strategies in the world of work. Between tools, platforms, personal branding, e-learning experiences, abroad and remote working possibilities. With in-depth look at startups as job opportunities.

We explore the ways in which brands are taking the floor: from jingles to sound logos, from sound marketing to testimonials, reaching conversational artificial intelligence and Digital Humans. Because brands increasingly need to have, and show, a soul, a heart, a body. And a voice, through which to address people, to make their messages and raison d'être clearer.

Giovanni Boccia Artieri discusses with Paolo Iabichino and Cinzia Pilo about new ethical models of doing business through civil communication and social inclusion.

Designing usable websites, testing apps and software, observing people as they navigate an e-commerce site, and deeply understanding their expectations and behaviors. In this talk, we will understand together how to avoid typical mistakes, how to distinguish good usability practices from cognitive biases. A new approach to obtaining a scientific mindset and making the digital world a better place.

We'll try to understand in depth the communicative dynamics of TikTok by interviewing the two authors in a territory that straddles media studies, sociology, semiology and linguistics. We will talk about formats, audiovisual genres, sound, music and fashion, characters, jargon, sexuality and modes of self-representation.

The world is moving very fast and the environment, consequently, must adapt to the changes: companies, brands, and marketers must change, because communicating with consumers is now a priority if we want to seize marketing opportunities. The authors of Doing Marketing in the Web3 and Marianna Chillau, author of People based marketing, will explain how to cope with change and embrace the marketing of the future, which is increasingly focused on human relationships.

Digital does not age. This book tells how to approach a future that is already present in an exciting, safe and conscious way. The guide offers a simple key to access a universe of opportunities to be seized amidst confidence and curiosity. Everything you've always wanted to know and could never ask to access many services while saving time and zeroing distances. Embark on an exciting journey, one step at a time...

The book provides a concrete and applicable roadmap for building a memorable Customer Experience. The text avoids unhelpful simplifications and already known examples to delve deep into showing not only what steps to take to build a Customer Experience and customer-centric culture, but also the paradoxes of this discipline and, above all, the great complexities to overcome. It explores the omnichannel Customer Journey, now necessary for all activities that also have physical stores, but the book is also suitable for online-only activities. The book guides the reader on a journey starting from the Vision and principles of Customer Experience, through building the customer promise. We then look at how to define a Buyer Persona and what to consider when building a valuable experience, and dedicate a part of the book to the omnichannel Customer Journey: how to map it, build it, and improve it. We give great importance to omnichannel, also exploring its complexities, such as the transition between touchpoints, the much-desired Single Customer View, and the last-mile delivery issues, a very hot and debated topic among companies today. The book is a complete manual for those who want to build or improve the Customer Experience in their company. Interviews with CX Managers in companies such as Nespresso and Generali complete the book.

The Internet and new technologies have made it even easier to create communities and other forms of aggregation. Thus making the concept of tribes extremely attractive to today's businesses, large and small. Every day we all interface with different tribes, some of which we are a part of, some we admire, others we are intrigued by or disquieted by.

In 2018, Meta launched the WhatsApp Business application and tested its version for large companies through a pilot program. Since their debut, WhatsApp Business solutions have evolved. Meta has made its products for businesses increasingly sophisticated, adding features and opening the doors to its APIs for large-scale communications for all businesses. We will see what the fundamental aspects are for using the app strategically and turning conversations into conversions.

How storytelling is influenced by creative writing (and vice versa).

But is there or is there not this quantum computer? Of course there is. It is a newborn seedling, though, rather than a mighty oak tree. As imprecise as the old computers of the 1950s, today's quantum computer is not a science fiction dream, but a bet by companies and large research centers. What is it all about? A chat with one of the world's leading experts in Quantum Computing.

The ongoing ecological transition is not only an ethical or moral issue; it is also a huge business opportunity. Today, companies must help solve the problems of the world and their host communities, rather than create them. Andrea Geremicca, Global Sustainability Director of Enel X and Maurizio Vedovati Publisher of Hoepli, through reading Circular Economy Manager and Net Positive talk to us about sustainability, ethnic and gender equality, social equality and human rights. For ethical business and profitable and sustainable growth.

The Guest Experience Professional plays an important role in all hospitality service settings, with the primary mission to generate an experience that can be enjoyed to the fullest by guests. The criteria of hospitality updated to modern times are a constant evolution of methods and strategies that require particular attention and adaptation to various situations. From this need arises the idea of this book, which aims to be a guide for creating unique and memorable experiences for guests and customers. In this text, the authors propose a detailed analysis of various aspects, starting from the design of the experience, moving on to its delivery, and concluding with the analysis and possible redesign phase.

No one today can predict the future (no, not even Artificial Intelligence!). But if you're wondering how AI-and ChatGPT-could revolutionize the way you perform tasks of all kinds, from the simplest to running a business through an online marketing and advertising plan, Giorgio Taverniti and Bonaventura Di Bello, authors of AI Power and ChatGPT For Dummies, are on hand on the Hoepli stage to answer your questions.

This talk explores the concept of Game Thinking, an approach to innovation that leverages the intrinsic engagement of users through design techniques borrowed from popular video games. By applying game design principles to non-game contexts, organizations can create more engaging and motivating experiences for their users. We will discuss the key elements of Game Thinking, such as defining player types, creating feedback loops, and designing for progression, and how they can be applied to various industries, from education to healthcare to marketing. Whether you are a product designer, marketer, or entrepreneur, this talk will provide valuable insights and techniques for leveraging the power of Game Thinking to drive innovation and engagement.

With Neuromarketing, researchers investigate consumers' brain responses to advertising messages across all platforms and media. Neuromarketing and neuroscience today provide new ways to answer the age-old question, "Why do consumers buy?" But is neuromarketing ethical? Is it possible to follow a "Human Centric" approach in its application? Simona Ruffino and Mariano Diotto answer these and other questions during the presentation of their two books, Ethical Neuromarketing and Neuromarketing For Dummies.

More often than not, those who work with Social Media end up limiting their work to fill-space content production. The return on investment remains circumscribed between KPIs strictly related to vanity metrics and conversion losing sight of the strategy and the plan. Jessica has written a book to help any professional and company have method and guidelines for planning a strategy and having it evolve and adapt over time.

Advertising on TikTok - 20 Tips for Creating Successful Campaigns for You and Your Clients" is everything you wish you had until now. You'll really learn how to use TikTok's adv platform to the fullest, for you and your clients, creating the right strategy to get results. You will discover that there is a world behind it that evolves every day, you will see that it is not the platform just for Generation Z but anything but.  TikTok is not a social network. Here is the first reason why you should read this book: you will find the rest of the reasons within my book.

Game designers are increasingly in demand to design playful experiences for consumers, tourists, in schools, museums, public administration, companies and even the faithful in church. The value of games to engage and reach more people, facilitate processes, transfer information.

How to act on the "right levers" to get sales and contact requests, turning the Web into an inexhaustible source of customers and positive word of mouth? How to procure notions, techniques and attitudes to face any real-life user experience design project head-on? We will ask Matteo Di Pascale and Luca Orlandini, authors of The Survival Handbook for UX Designers and Effective Landing Pages, both now in their second edition, to explain how to survive in the real working world, made up of clients with unclear ideas and often lacking adequate budgets, creative directors who raise their voices and pound their fists on tables, and poorly qualified advisors who use acronyms out of order and lead startups completely astray.

How to live happily ever after in the workplace? How to bring value into our office life and harmony between calls? 20 minutes of managerial humanism, populated by 18 shades of managers, superpowers and amusing survival pills, underpinned by strong doses of Pirandellian humour and the great teaching of the Japanese discipline of Ikigai whereby the search for one's place in the world (including the workplace) coincides with the conquest of one's own balance.

The topic of career guidance is becoming increasingly central to fulfilling oneself in the workplace. One of the most important levers of professional change is the ability to express oneself, who one is and who one wants to become. Today in the world of work, knowing how to communicate is no longer a prerequisite but a necessary skill. Roberta Zantedeschi, author of Communicating and Writing to Find Work, and Vittorio Martinelli and Luigi Ranieri, authors of Finding Your Way, outline all the skills needed to present yourself to companies clearly and authentically, and to find the opportunities best suited to your background and experience.

Today more than ever, it is necessary to build a solid marketing culture in both large companies and small businesses as well as in start-ups driving technological innovation. This culture must be combined with the concept of "social impact" that has become a central factor in the development of any business. Flavia Rubino, author of Agile branding and the trust formula, and Simona Sinesi, author of Social impact in your hands, help us understand how the relationship of trust between brands and consumers is now a central factor in the success of startups and businesses of all natures and sizes. And why every marketer and startupper is a social actor with an important responsibility: to create sustainable, enduring, trust-building brands.