In 2020, Apple has promised to become a carbon-neutral company, pledging to produce innovative materials, use clean energy, reduce emissions in shipping, and restore natural ecosystems. This commercial takes us into the minutes leading up to a highly anticipated company report, in which Apple will present the company’s progress in sustainability to Mother Nature herself, played by the outstanding Oscar-winning actress, Olivia Spencer.

The anticipation for this meeting is palpable, the tension in the air sharp.

Apple CEO Tim Cook breaks the ice with a light joke, trying to ease the tension enveloping the meeting room. Meanwhile, a young girl hides a withered seedling behind her back, a symbol of hope and the need to restore the balance between man and nature. This young woman knows by heart the words of the well-known environmental writer Henry David Thoreau, whose thoughts will accompany the dialogue between Apple and Mother Nature.

In the commercial, Mother Nature poses direct and inquisitive questions to the Apple team, asking what promises have been kept on the path toward decarbonizing manufacturing processes. It is a way to showcase how much the company has accomplished in terms of sustainability on all fronts of production.

But this commercial is not just an advertisement. It also represents the beginning of the campaign to launch the Apple Watch Series 9, a new range of smartwatches presented as carbon neutral, meaning they are produced with minimal ecological impact. To accomplish this feat, Apple leveraged recycled materials, transportation and supply chain optimization. A step toward a more sustainable future that Mother Nature herself can endorse.

This dialogue between Apple and Mother Nature reminds us that sustainability is not just a trend, but a necessity. Companies must live up to their promises and actively work for a better future.

What makes this commercial so special? It is the brilliant use of sarcasm to address the issue of sustainability. In a world where environmental promises often seem to vanish, Apple has decided to speak up and demand a change. “Greenwashing” is exposed in all its hypocrisy, and we are reminded that words must be backed by actions.

The choice of Octavia Spencer in the role of Mother Nature is an act of responsibility and transparency on Apple’s part. Not only she is a brilliant actress, but she is also a fervent activist for sustainability. This message is clear: Apple is willing to put its reputation on the line for a shared cause, the protection of our planet.

What makes this commercial so powerful is that it goes beyond mere marketing. Apple is changing the game and inspiring us, as usual, to make a difference. It reminds us that each of us has a role to play in protecting our environment and that companies must live up to the promises they make.

With Octavia Spencer as Mother Nature, Apple is inviting us to join this sustainable revolution. They are saying that we can no longer afford to be indifferent, that we must act now. And this is a message we cannot ignore.

The post When Nature calls, Apple answers first appeared on Square Marketing.

In the world of soccer, where a player’s talent and image are often in the spotlight, a platform like TikTok can turn into a sharp double sword that can shape reality in unpredictable ways. The latest episode to shook Italian soccer involves soccer player Victor Osimhen and his club, Napoli, highlighting the power of social media in defining how we perceive the world and ourselves.

It all started with a video posted on Napoli’s official TikTok channel, a clip playfully mocking Osimhen’s mistake during a penalty kick. However, the joking intent was interpreted quite differently by the player and his manager, Roberto Calenda, who called it “unacceptable.” The video was quickly removed, but the damage had been done.

The episode highlights the ability of TikTok and social media in general to directly influence an individual’s public and personal perception. Victor Osimhen, already the subject of media controversy and fake news, has seen his relationship with society further compromised. The player’s manager even threatened legal action to protect his client’s reputation.

Despite attempts at clarification and appeasement, Osimhen’s nervousness was evident at the pre-match retreat, a sign that the case was far from resolved. But this is not just a personal problem of the player; it has broader impacts. Naples is trying to regain last season’s glow, but the Osimhen case has further complicated its efforts.

At a time when social media play an increasingly central role in our lives, this episode reminds us how important it is to be aware of the power they have in shaping perceptions and relationships. With its immediate virality, TikTok can trigger unexpected and destabilizing situations, such as the one we saw with Napoli and Osimhen.

In conclusion, the power of TikTok and social media in general should not be underestimated.

TikTok reminds us that we live in an era when communication is more powerful than ever. Words and images can travel at astonishing speeds through the digital world, shaping perceptions and relationships in unexpected ways. And while TikTok can be a fun and creative platform, it can also be a breeding ground for discord and conflict, as the case of Osimhen and Napoli shows.

In conclusion, TikTok is a reflection of our increasingly connected society influenced by social media. It is a powerful communication tool that can shape reality and trigger unexpected conflicts. This case prompts us to reflect on the importance of responsible use of social media and the need to be aware of its potential impact on our lives.

TikTok is here to stay, and its power continues to grow.

How we are going to use it is up to us.

The post TikTok is here to stay and its power grows: the Osimhen case. first appeared on Square Marketing.

The time has come to move beyond the idea of two separate and independent worlds; the future holds something more revolutionary. In the near future that is now already present, digital identities may emerge as “avatars,” extensions of ourselves, vehicles through which we express ourselves within the metaverse. Avatars will come to life with a physicality, emotional and thinking structure that will develop autonomously through artificial intelligence.

The aspiration to keep one’s identity intact within virtual worlds is strong, however, there is a shared fear: the risk that this identity will dissolve in the transition from the real to the virtual environment and vice versa.

Users therefore come to a crossroad:

• on the one hand, there are those who wish for avatars to be a hyperbolic expression of themselves, freed from the boundaries that limit experience in the physical world.
• on the other hand, there are those who believe that an accurate and faithful representation of the user, his behavior and expression in reality, would be more beneficial.

A “core digital identity.”

The advent of smart working has brought with it a new work reality, in which virtual platforms serve as places for collaboration. In this context, avatars could play a significant role in making the project sharing experience more authentic. Not only that, they could foster team building and corporate cohesion, creating a deeper bond with the company itself.

But there is more. A digital identity revolution is emerging, a change that is affecting global innovation leaders.

Digital identity is paving the way for the next generation of disruptive technologies. A “core digital identity” for the Web is a crucial issue, bringing with it new models of data sharing and ownership. Innovators are recognizing that this is an opportunity to radically transform the way data is created, associated, shared and managed.

The introduction of core digital identity systems is changing the paradigm, prompting reflection on how to manage access to people’s data when they themselves own it. Enterprises are facing a complex challenge, which goes far beyond technology, toward a transformation of data governance itself.

Organizations that rise to this challenge will enjoy greater confidence and trust from customers and partners. This revolution will not only bring everyone closer to a better Web, but also to a better world. A world in which digital identities and technological avatars merge to create new scenarios and opportunities, enabling innovation to chart new paths to an exciting future.

Images created with artificial intelligence

The post Is there still a boundary between real and virtual? first appeared on Square Marketing.

Thinking about engaging in B2B e-commerce may be the ideal solution for those looking for a business to start in the e-commerce arena, but one that is significantly less inflated than classic online stores, which mostly sell products or services to consumers (B2C).

“B2B e-commerce” refers to the process of selling products, services, but also information online between businesses, either through their own e-commerce, or by offering goods or items by placing them within specialized sites.

But let’s go in order, first defining what the B2B model of e-commerce is and what it means, and then seeing in practice how a small or medium-sized entrepreneur can start this particular but profitable type of digital commerce.

What is the B2B e-commerce model

Opening a B2B e-commerce means starting a business to sell products or services specifically to other companies.

Those who buy are thus not customers understood as end consumers, but a wide range of parties including, for example:

• wholesalers
• distributors
• manufacturers
• wholesale traders
• companies in every sector

If the goal is to open a B2B e-commerce business, the steps to be planned should definitely involve the creation of a website, of avisual identity and one communication style innovative and designed specifically for a “business” consumer, who, as can be guessed, has quite different needs and requirements than a classic end consumer.

Types of B2B e-commerce

Starting a business-to-business e-commerce involves, first, defining how to offer a wide range of goods and services to businesses. Much depends on the nature of the products or services themselves, which may be:

• Industrial Components
• Equipment
• Office Supplies
• Raw materials
• Consulting
• IT Services
• Maintenance services
• And so on

These products can be sold by exploiting various channels. You can opt for:

• Using industry platforms: In this case you make use of an existing platform, create your own account, upload your products and advertise them, taking advantage of social networks and search engines.

• B2B Social Selling: Alternatively, you can consider offering services or products directly by leveraging online platforms, taking care to select the platforms most frequented by business customers (LinkedIn, Amazon Business, eBay for Business).

• Open your own B2B e-commerce: by choice or as a complement, you can opt to open your own e-commerce platform. By doing so, you will have full control of your business, will not need to rely on other portals, and will benefit from greater decision-making freedom.

Why start a B2B e-commerce

The question you might be asking yourself now is: why start a B2B e-commerce and incur the expense of setting up and running an online store, when you could, at a reduced cost, offer your services or products to companies by leveraging social selling or other well-known existing platforms?

Clearly, there is no universally correct answer. However, running your own e-commerce business gives your business unparalleled professionalism and confidence according to the consumer.

In addition, the tools and strategies you can implement by having an e-commerce are far better than those offered by third-party platforms, and this can ensure that you reach a wider customer base in terms of numbers, but also in terms of the propensity to purchase itself. Let’s look in detail at what benefits starting a B2B e-commerce provides you today:

• Total control of the business: openingyour B2B e-commerce allows you to manage every aspect. You decide how to present the products and can customize the design to your liking. You can also decide with wide freedom on communication strategies and work best on your brand identity.

• Better customer relationships: the relationship established with customers should not be underestimated. By managing everything from your platform, you find it easier to build strong relationships, gather feedback, and establish collaborations and partnerships.

• Higher profit margins: evenif you have to bear an initial investment, the profit margins will be higher. In fact, you have no fees to pay to the platform you use, or any subscriptions for additional services.

• Perfect data analysis: Last but not least, running your own ecommerce business means having access to all the data you want to monitor and analyze. You can with ease establish metrics and analyze any data, and as a result easily make better decisions for your business development. As confirmed in a study in the Journal of Financial Services Marketing, data analytics is critical in e-commerce today and can greatly aid the achievement of success.

How to start a B2B e-commerce platform

The steps to start a B2B e-commerce are several. Before we begin, however, some considerations should be made.

In case you are already running a business that provides products or services to other companies, the e-commerce platform will be easier to develop. This is because you already have a market and, as a result, you already have customers, in addition to the fact that your brand already tends to be well-known. This is a significant advantage, considering that what you are about to start is a new channel for increasing sales and acquiring new customers.

On the other hand, if you wish to start a business from scratch, then it is absolutely necessary even more to focus on processes such as: market analysis, product identification, and only then to think about the actual development of the platform.

In any case, let’s look at some steps you absolutely must consider to start your business while limiting your business risk as much as possible:

• Draft a business plan: draft or commission a business plan. This document will provide you with an overview of all the costs you will have to incur to start e-commerce, as well as the possible revenues you can likely expect to generate in the short, medium and long term.

• Analyze the competition: study how your competitors are operating. Review their e-commerce and try to identify critical issues on their sites. Creating a more functional, well-kept and user-friendly e-commerce can make all the difference.

• Rely on experts in the field: the market analysis, the business plan, possibly even a SWOT analysis, and the stages of developing the platform and a communication and marketing plan are all very delicate steps. Relying on specialized figures is essential to have a well-structured platform and team that can turn your new business into a source of income in the shortest possible time.

• Focus on platform development: the e-commerce platform should be as functional as possible. Consider that in the B2B arena you may find yourself handling multiple orders, large quantities, and ongoing service requests. In addition, it is crucial to ensure maximum protection of sensitive data and to offer each user a simple and personalized shopping experience.

• Always aim for growth: thanks in part to careful data analysis, never think the job is done with the launch of the platform. An experienced entrepreneur knows that he or she must constantly seek new solutions, explore new market niches, and follow trends. A proactive attitude in this regard proves crucial to achieving success in the industry.

Square Marketing: a team at your service for B2B e-commerce

Opening an ecommerce business for the B2B world can be challenging; our guide is useful for gathering an initial pool of information that can dispel major doubts and help with early decision-making.

Of course, the second step is to seek counseling that can simplify the processes and help in defining the business plan.

A dedicated team for each stage of the project, a solid strategy and careful analysis are the activities that Square Marketing can concretely implement to help you develop your business idea.

Contact us, or come visit us at our locations, in Milan or Cerea (VR).

The post B2B e-Commerce: definition, strategies and trends first appeared on Square Marketing.

It was a state-of-the-art musical experiment-the result, however, was far from trivial.

The single went viral on digital platforms and particularly on Spotify, streamed about 629,439 times before its removal (at Spotify’s lowest royalty rate, the song earned about $1,888).

Heart on my sleeve is Drake and The Weekend’s song fed to artificial intelligence. The creator of the song, @ghostwriter, used AI to clone the voices of the two singers, which is why, Universal Music Group, called for its immediate removal from streaming services. According to Universal, the song would violate copyright law, eroding the production company’s “legal and ethical responsibility” to artists.

The truth is that the issue concerning copyright law and AI is a thorny and intricate one. Current legislation is inadequate to address deepfakes and especially potential problems in terms of intellectual property. Although there are regulations that protect certain rights to artists’ performances (such as making copies of recordings of specific performances), a deepfake entry that does not specifically copy a performance will most likely remain excluded from these same rights and may even be considered a protected work in its own right.

Surely the most disturbing aspect of this situation is the weakening of moral rights. The possibility that your style, your brand, your sound can be imitated by others is definitely a problem for one’s artistic identity and its protection.

After all, the use of AI seems to place no limits on the possibility of bringing to life work that we know is “the copy of a thousand summaries.”

The AI command prompt easily allows us to input the information we deem relevant to achieve the desired result, but perhaps we do not reflect enough on the provenance of this data: the graphics, texts, sounds, are works created by their respective authors, then absorbed, reworked and optimized by machine learning.

According to the Intellectual Property Law, the creator of a work has the exclusive right to publish it and enjoy its rights of economic exploitation; therefore, his or her permission is required for copying and reworking of such creative work.

It is also true, however, that copyright was never intended to restrict the use of ideas and information “extractable” from a work; this would mean that the use of copyright in the field of AI might even be contradictory to the purpose for which it was created, which is to foster the development of an environment in which creativity can flourish.

In the meantime, some of the most important tools available to users have moved ahead and in total legality, for example, Photoshop, which introduced Photoshop Firefly, based on generative AI.

To do this, however, Photoshop uses Beta, a melting pot of contents pulled from Adobe Stock (all of which is paid for).

An alternative (quite complex) could be to use the blockchain, and thus ensure that each creative is paid a fee for each passage of content from one “block to another.”

We are curious to find out what the future developments between AI and copyright will be; in the meantime, we urge all creative people to never stop questioning, because machines will evolve but will always have insurmountable limits. The human mind has no boundaries.

The post COPYRIGHT & AI:
Where does copyright come in? first appeared on Square Marketing.