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 NetMarketing
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Marketing in the Internet - as seen from Italy



by Giancarlo Livraghi

gian@gandalf.it


Several other articles in English are in the Offline series


Summary

No. 1 - February 24, 1997
  1. Presentation
  2. Editorial: do we need a cold shower?
  3. A few observations on numbers
  4. Being Italian in the Net

No. 2 - March 28, 1997

  1. Editorial: going out of fashion?
  2. Don't
  3. Avoid glitz
  4. The dangers of spamming

No. 3 - April 23, 1997

  1. Editorial: two prophecies
  2. Shakedown or shakeout?
  3. Numbers, again...
  4. Ten criteria
  5. Where is Italy?
  6. A case history

No. 4 - June 6, 1997

  1. Editorial:the "@" and a couple of "ifs"
  2. Four quotations
  3. Getting out of the trap
  4. Why we should not "intrude"
  5. Not only selling

No. 5 - June 30, 1997

  1. Editorial: how can "behind"
    get ahead?
  2. A few more numbers
  3. A smart technology: smart cards
  4. The structure of an online message
    (compared to print and television)
  5. A little story of five books

No. 6 - July 23, 1997

  1. Editorial: the technology delusion
  2. Building net culture
  3. How to be found
  4. Italian companies on the net
  5. Net "advertising" in Italy
  6. Small companies and innovation
  7. The "Bonn Declaration"

No. 7 - August 6, 1997

  1. Editorial: speaking Globalese
  2. Price, service and trust
  3. Online catalogs
  4. Netiquette
  5. Bits of news
  6. An Irish story

No. 8 - September 4, 1997

  1. Editorial: The meaning of numbers
  2. Numbers worldwide
  3. Numbers in Europe
  4. An interesting opinion:
    the importance of communities
  5. The danger of human error

No. 9 - September 30, 1997

  1. Editorial: Below the radar
  2. The New Economy: a "networked world"
  3. To count or not to count
  4. Large low-density countries
  5. China and India
  6. More numbers...
  7. Hosts and Domains: the meaning of a trend

No. 10 - October 15, 1997

  1. Editorial: Databases and Privacy
  2. "Projection" to confuse us
  3. "Curves" for thinking
  4. Slow Europe
  5. A few problems for Microsoft empire
  6. "Lead generation" works for Toyota

No. 11 - November 25, 1997

  1. Editorial: Censorship, rules and laws
  2. Italian companies on the net:
    research by Bocconi University
  3. The value of freeware
  4. One more estimate of the number of net users
  5. Some interesting news
  6. "Third age" netizens

No. 12 - December 23, 1997

  1. Editorial: It's time for Copernicus
  2. Neither bits nor atoms
  3. The useless fuss about "pull" and "push"
  4. Thisnet, thatnet... "Mynet"
  5. Some interesting news
  6. When technology becomes a nuisance

No. 13 - January 20, 1998

  1. Editorial: A long way from America
  2. Numbers in Europe
  3. Italy is not catching up
  4. Opening the banner supermarket
  5. "Don't Believe the Image Makers"
  6. A new magazine
  7. The "Millennium bug"

No. 14 - February 10, 1998

  1. Editorial: The saucepan and the hammer
  2. The millions myth
  3. "The lost generation"
  4. The bookstore that could be
  5. A tiny but relevant case

No. 15 - February 19, 1998

  1. Editorial: A bridge or a thread?
  2. New numbers
  3. America farther away
  4. Funny translations
  5. Some interesting news
  6. Another statistic

No. 16 - March 28, 1998

  1. Editorial: Net advertising:
    material for comedians?
  2. An update on data
  3. Internet "users" in Italy
  4. The icebreakers

No. 17 - April 2, 1998

  1. Editorial: a gust of wind
  2. New communication tools in Italian families
  3. The little devil and other mysteries
  4. Understanding research and surveys
  5. Re-inventing the wheel

No. 18 - April 29, 1998

  1. Editorial: Genes e culture
  2. Another set of data
  3. April trout
  4. Monopoly threats on electronic transactions
  5. More developments in "light"technology

No. 19 - May 31, 1998

  1. Editorial: The Microsoft saga:
    much ado about (next to) nothing
  2. The net is growing in Italy
    (but not enough)
  3. A view from "the other side"
  4. One more set of numbers
  5. An interesting opinion
  6. The satellite and the sailboat
    (the importance of backup)

No. 20 - June 1, 1998

Best wishes, Bookshop Italia

 

No. 21 - June 15, 1998

  1. Editorial: The immaginary "webber"
  2. The new Italian online bookstore
  3. The problems of "Small and Medium Enterprises"
  4. Why companies are uncomfortable with the internet
  5. The school problem
  6. Net pollution

No. 22 - July 5, 1998

  1. Editorial: A glimpse of common sense?
  2. Killers, enzymes and turbulence
  3. Littletown, Metropolis...or a continent
  4. The value of small numbers
  5. "Power" doesn't like the net
  6. Banner blues

No. 23 - August 10, 1998

  1. Editorial:Surviving or winning?
  2. A new style of "hype"
  3. Numbers and legends
  4. Prophets and prophecies
  5. Twinkles of light in the technology tunnel
  6. Women on line

No. 24 - August 16, 1998

  1. Editorial:What's new?
  2. Numbers worldwide
  3. Numbers in Europe
  4. Growth in Italy
  5. Large low-density countries
  6. The Spanish-speaking area
  7. Two other sets of data

No. 25 - August 31, 1998

  1. Editorial:"Globality" and the individual
  2. Why Finland?
  3. Another way of "counting users"
  4. The secret code
  5. "New" isn't always "better"
  6. The value of hypertexet

No. 26 - September 18, 1997

  1. Editorial: The un-level playing field
  2. Choice by fear
  3. A map of the net
  4. About "projections"
  5. Italy: the bright side
  6. Italy: the dark side
  7. The meaning of "piracy"

No. 27 - October 9, 1998

  1. Editorial: Markets to be invented
  2. Italy: the trend is unclear
  3. Two maps
  4. Is poor net culture good for business?
  5. An interesting opinion

No. 28 - November 2, 1998

  1. Editorial: Branding online
  2. The pitfalls of hype
  3. Uncomfortable with dialogue
  4. Uncomfortable with content
  5. Uncomfortable with price
  6. More banner blues

No. 29 - December 18, 1998

  1. Editorial: A strange honeymoon
  2. New numbers in Italy and Europe
  3. A candid opinion
  4. Don't believe the hype
  5. Using a corporate mailbox

No. 30 - February 10, 1999

  1. Editorial: There is no "Mr. Internet"
  2. Technology and service
  3. Numbers in Europe
  4. Hype and disappointment

No. 31 - February 20, 1999

  1. Editorial: What's new?
  2. Numbers worldwide
  3. Large low-density countries
  4. The Spanish-speaking area

No. 32 - March 29, 1999

  1. Editorial: What is commerce?
  2. High tech - high touch (John Naisbitt)
  3. Strategy and technology (Michael Porter)
  4. An update on numbers
  5. The awful spider
  6. Handcuffs
  7. The Melissa scare

No. 33 - April 24, 1999

  1. Editorial: New roles and new conflicts
  2. The net "should be" - but it isn't (Vint Cerf)
  3. Europe and the US; Diversity and Harmony (Tim Berners-Lee)
  4. Is the internet a danger for companies? (Roberto Venturini)
  5. An update on numbers

No. 34 - May 29, 1999

  1. Editorial: Which "literacy"?
  2. Mobilemania
  3. Another set of European data

No. 35 - June 31, 1999

  1. Editorial: The war of the portals
  2. Search engines are in trouble
  3. The value of trust
  4. The value of relationships
  5. The value of communities

No. 36 - August 10, 1999

  1. Editorial: Nostalgia?
  2. "The Caring Economy" (Gerry McGovern)
  3. New numbers: beginning to change?

No. 37 - August 15, 1999

  1. Editorial: Is it good business to mislead customers?
  2. More people online in Italy
  3. A few peculiarities
  4. Italians online
  5. Online selling and buying

No. 38 - August 22, 1999

  1. Editorial: Growth and diversity
  2. Numbers worldwide
  3. Latin America

No. 39 - October 12, 1999

  1. Editorial: Learning from mistakes
  2. Is e-business dying? No, it isn't born
  3. An anthology of confused thinking
  4. The "convergence" myth (Gerry McGovern)
  5. The fable of the baby millionaire

No. 40 - October 24, 1999

  1. Editorial: The net is a biological system
  2. New data and new analyses
  3. Permission Marketing (Seth Godin)
  4. Information is too "homogenized"

No. 41 - November 28, 1999

  1. Editorial: The internet isn't a fashion
  2. Companies "know they don't know"
  3. New European data
  4. A new sort of swindle online

No. 42 - December 18, 1999

  1. Editorial: The bogus millennium
  2. More numbers and more changes in Europe
  3. Internet "users" in Italy
  4. What's wrong with the audiweb

No. 43 - February 23, 2000

  1. Editorial: Trading in souls
  2. Confusopolies (Scott Adams)
  3. E-business as seen by Amazon (Jeff Bezos)
  4. A car and a bike
  5. Numbers worldwide
  6. Numbers in Europe

No. 44 - April 14, 2000

  1. Editorial: Deflating the bubble
  2. A new book
  3. Not much advertising online
  4. A community of giants

No. 45 - May 6, 2000

  1. Editorial: Dot com tantrums
  2. Information virus
  3. Technology and metaphors (Neal Stepenson)

No. 46 - June 25, 2000

  1. Editorial: The “new” picture of Dorian Gray
  2. Net haters and net lovers
  3. Backward technology
  4. New data, no major changes
  5. Information ecologies
    (Bonnie Nardi and Vicki O’Day)

No. 47 - July 31, 2000

  1. Editorial: Stormy weather for “dot coms”
  2. Ten “rules” (Gerry McGovern)
  3. Choosing online, buying offline
  4. The virus that never was

No. 48 - August 11, 2000

  1. Editorial: The unmanageable size of the web
  2. IT resources in Europe
  3. Internet “users” in Italy
  4. Jargon can be fun, but...
  5. Wap woes and wireless potential

No. 49 - September 22, 2000

  1. Editorial: Managing conflicts
  2. More perplexities in e-business
  3. Another “witchhunt” in Italy

No. 50 - October 2, 2000

  1. Editorial: A change in Italy
  2. New worldwide data

No. 51 - October 16, 2000

  1. Editorial: “Robber barons” aren’t new
  2. Is this the end of the web era? (George Colony)
  3. Writing That Works (Kenneth Roman)

No. 52 - November 10, 2000

  1. Editorial: In praise of slowness
  2. They’ve sold my soul (but they don’t own it)
  3. Online nonsense

No. 53 - December 7, 2000

  1. Editorial: Diseases in business e-mail
  2. Christmas viruses
  3. Net dropouts
  4. The forgotten “millennium”
  5. The new economy grows old (Gerry McGovern)

No. 54 - December 18, 2000

  1. Editorial: Christmas anxiety
  2. In praise of simplicity (Gerry McGovern)
  3. The spam disease

No. 55 - January 28, 2001

  1. Editorial: The technology conflict
  2. Ten internet “nations”
  3. On “portals”

No. 56 - March 21, 2001

  1. Editorial: The deflated bubble
  2. The internet and advertising
  3. New data

No. 57 - May 19, 2001

  1. Editorial: Money isn’t value
  2. The meaning of “free internet”
  3. Where is the money?
  4. The problem of “content”

No. 58 - July 26, 2001

  1. Editorial: Computer sales are down
  2. G8 and the internet
  3. An “African” confidence game

No. 59 - September 3, 2001

  1. Editorial: Software freedom: a worldwide movement?
  2. The mysteries of India
  3. The internet in Italy

No. 60 - November 26, 2001

  1. Editorial: The internet isn’t “newborn”
  2. Slower growth?
  3. New European data

No. 61 - December 15, 2001

  1. Editorial: In memory of Peter Blake
  2. Terrorism and internet freedom
  3. New worldwide data

No. 62 - February 27, 2002

  1. Editorial: The world is changing
    – but only in some parts
  2. New worldwide data
  3. New European data

No. 63 - May 21, 2002

  1. Editorial: The “carnivalization” of the internet
  2. Who wants to kill the free internet?
  3. The key role of content (two books)

No. 64 - July 26, 2002

  1. Editorial: Why the web is “slow”
  2. The price dilemma
  3. The eclipse of common sense

No. 65 - August 25, 2002

  1. Editorial: The spam disease
  2. New worldwide data
  3. New European data

No. 66 - October 2, 2002

  1. Editorial: The spam disease
  2. Privacy and fake “profiling”
  3. Opt in and opt out
  4. What spam isn’t
  5. How to avoid spam

No. 67 - December 27, 2002

  1. Editorial: The “dotcom” syndrome
  2. Christmas thrift
  3. Decline and fall of online ads
  4. European data (update)

No. 68 - April 4, 2003

  1. More online swindles
  2. The internet isn’t military
  3. New international data
  4. New European data

No. 69 - October 10, 2003

  1. Why less frequent
  2. If new is old, can old be new?
  3. The disappearence of “AOL”

No. 70 - February 25, 2004

  1. Continuing growth of the internet
  2. New worldwide data
  3. New European data
  4. People online in Italy

No. 71 - June 18, 2004

  1. E-commerce fact and myth
  2. The “bubble” misconception
  3. Advertising in Italy (online and off)

No. 72 - August 2, 2004

  1. Ten years ago – and now
  2. China – and other problems
  3. Large low-density countries
  4. The internet in Africa

No. 73 - October 24, 2004

  1. Faster growth?
  2. New worldwide data
  3. New European data
  4. Latin America, Asia and Africa

No. 74 - March 20, 2005

  1. Growth continues
  2. New worldwide data
  3. New European data
  4. Latin America, Asia and Africa

No. 75 - July 7, 2005

  1. Ten years
  2. How many online
  3. People online in Italy
  4. Internet non-users

No. 76-77 - March 31, 2006

  1. Growth and difference
  2. New worldwide data
  3. New European data
  4. Latin America, Asia and Africa

No. 80 - April 7, 2007

  1. Italy online
  2. New worldwide data
  3. New European data
  4. Latin America, Asia and Africa



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