Online Marketing in Italy: How to Get Started

The growth of online marketing in Italy is truly astounding. According to the most recent figures published by the U.S. marketing research company, BrightEdge, online marketing in Italy grew by an incredible 93% in 2019 alone.

The online marketing landscape in Italy is highly competitive, but also quite generous. The country’s digital marketing associations put the figure even higher, at 106%. In 2020, online marketing in Italy is predicted to reach €15.2 billion Euros.

The increased adoption of digital marketing channels in Italy is being driven by several factors. First, the rapidly increasing number of people using mobile phones in the country. As of 2020, there are approximately 1.9 million mobile phone users in Italy who use TikTok, compared to 400,000 users who use the popular WhatsApp messaging app.

The popularity of these apps in Italy makes the country an attractive market for influencers and marketers alike. Secondly, the increased use of e-commerce websites and apps in the country. As noted by the U.S. marketing research company, Shopify, online businesses in Italy grew by 17% in 2019 compared to 2018. The increased use of online channels for retail is also fueling the growth of e-commerce websites and apps in the country.

If you’re considering dipping your toe in the water with online marketing in Italy, here’s what you need to know.

The Opportunities Are Endless

The amount of opportunities that exist for online marketers in Italy is virtually endless. If you can think of a digital marketing campaign that you believe will work in the country, you can bet that someone else has already tried it and will be doing their best to emulate or beat your strategy.

You won’t necessarily need to pitch your products or services on social media to do well in the country. In fact, multi-channel marketing is often used to promote products and services in Italy. Email marketing, particularly email list nurturing, is another powerful tool to attract potential customers to your brand.

A major marketing tool in Italy is sponsored posts, which you’ll see ads for during your leisure time on social media. Sponsored posts are typically used to promote a brand’s wares and allow a business or individual to gain exposure for their products and services. Think of a popular blog in Italy that primarily focuses on lifestyle, and you’ll likely come up with one.com – the domain name is indicative of its purpose.

Marketing to The Digital Generation

The Italian government is extremely supportive of marketing to the digital generation. One of the driving forces behind this is Piero Melia, Italy’s Minister of Economic Development. Melia has a long history in digital marketing and technology. He was previously the country’s Minister of Economic Development, as well as the country’s Minister of Trade and International Relations.

As the Minister of Economic Development, Melia spearheaded a campaign to encourage digital marketing in the country. The Italian government launched #iMarketing in 2018, a digital marketing festival that takes place every year in May, and a dedicated website to provide assistance to startups in the country.

The Italian government’s emphasis on digital marketing is further demonstrated by the U.S. Ambassador to Italy, Brian Nichols. In his role as the country’s top diplomat, Nichols promotes economic relations and investment opportunities between the two countries. As part of his work, the Ambassador also promotes the work of Stanford University’s Center for International Studies, which focuses on trade and investment policy, and conducts research in areas such as digital marketing, international e-commerce and economic development.

The Growing Adoption Of Online Marketing In Italy

The growing adoption of online marketing in Italy is truly astounding. According to the most recent figures published by the U.S. marketing research company, BrightEdge, online marketing in Italy grew by an incredible 93% in 2019 alone.

The increased adoption of digital marketing channels in Italy is being driven by several factors. First, the rapidly increasing number of people using mobile phones in the country. As of 2020, there are approximately 1.9 million mobile phone users in Italy who use TikTok, compared to 400,000 users who use the popular WhatsApp messaging app.

The popularity of these apps in Italy makes the country an attractive market for influencers and marketers alike. Secondly, the increased use of e-commerce websites and apps in the country. As noted by the U.S. marketing research company, Shopify, online businesses in Italy grew by 17% in 2019 compared to 2018. The increased use of online channels for retail is also fueling the growth of e-commerce websites and apps in the country.

If you’re considering dipping your toe in the water with online marketing in Italy, here’s what you need to know.

The Opportunities Are Endless

The amount of opportunities that exist for online marketers in Italy is virtually endless. If you can think of a digital marketing campaign that you believe will work in the country, you can bet that someone else has already tried it and will be doing their best to emulate or beat your strategy.

You won’t necessarily need to pitch your products or services on social media to do well in the country. In fact, multi-channel marketing is often used to promote products and services in Italy. Email marketing, particularly email list nurturing, is another powerful tool to attract potential customers to your brand.

A major marketing tool in Italy is sponsored posts, which you’ll see ads for during your leisure time on social media. Sponsored posts are typically used to promote a brand’s wares and allow a business or individual to gain exposure for their products and services. Think of a popular blog in Italy that primarily focuses on lifestyle, and you’ll likely come up with one.com – the domain name is indicative of its purpose.

Marketing To The Digital Generation

The Italian government is extremely supportive of marketing to the digital generation. One of the driving forces behind this is Piero Melia, Italy’s Minister of Economic Development. Melia has a long history in digital marketing and technology. He was previously the country’s Minister of Economic Development, as well as the country’s Minister of Trade and International Relations.

As the Minister of Economic Development, Melia spearheaded a campaign to encourage digital marketing in the country. The Italian government launched #iMarketing in 2018, a digital marketing festival that takes place every year in May, and a dedicated website to provide assistance to startups in the country.

The Italian government’s emphasis on digital marketing is further demonstrated by the U.S. Ambassador to Italy, Brian Nichols. In his role as the country’s top diplomat, Nichols promotes economic relations and investment opportunities between the two countries. As part of his work, the Ambassador also promotes the work of Stanford University’s Center for International Studies, which focuses on trade and investment policy, and conducts research in areas such as digital marketing, international e-commerce and economic development.