"A book that finally guides us to understand how the digital strategy can help a company go beyond profit for better relationships with all the stakeholders."
Fabrizio Gavelli, Danone
Building the post-pandemic digital era
The marketing canvas presented in this book has been downloaded by almost 40,000 entrepreneurs and professionals worldwide with more than 150,000 slide views. The Visual Communication Planner tracks the way for a different and broader perception of the strategy, a new value-driven perspective for those who use it. From a canvas to the paradigm: transforming the digital marketing strategy.
Philip Kotler
The father of modern marketing.
Gabriele Carboni
The North Star of Impact Marketing.
Download the free canvas or sign up to receive free content to enhance your digital strategy
Feedback from gurus of marketing and management
The most downloaded marketing canvas
In the book you will find all the instruction to use this easy framework. Perfect for marketing and communication professionals and non-specialists alike, the Visual Communication Planner allows you to outline and visualise your strategy simply and understandably.
Download the latest version of the Visual Communication Planner.
Use the slides for your presentations.
Watch the videos and learn how to use the canvas or use them for your marketing lessons.
Everyone needs a digital marketing strategy!
A set of #DigitalTalks with professionals, managers, entrepreneurs and CEOs around the world to better understand how they apply digital marketing to their own businesses!
This book and the Visual Communication Planner are literally for everyone! You don't need to be a marketing expert to handle the digital revolution.
Take part in the change.
Read the book and be part of the change! We aspire to a world where purpose drives companies to their goals.
Schedule your #DigitalTalk with Gabriele Carboni and share how digital helps your business!
"Sustainable marketing has been our common point right from the start. With pleasure I introduce these pages in which Gabriele shows how digital is a compelling means to convey new values, a perfect ally in the construction and communication of new ideas. I believe that this new tool can help us build a more conscious and sustainable future."
Prof. Philip Kotler
Book summary
- About the author
- Foreword by prof. Philip Kotler
- Preface
- The world jumped into digitization
- The digital-born Gen Alpha
- The need for a digital marketing strategy
- Introduction to the canvas
- "We've always done it this way"
- Visual Communication Planner: the most downloaded marketing canvas in the world
- How this canvas was born
- Who is this book for?
- The mountain: from a canvas to a journey
- What is the objective?
- What do we measure?
- Where and how do we communicate - and where?
- What do we say?
- What sets us apart?
- What do we do?
- Who are we?
- Using the marketing canvas: climbing the mountain
- Goals
- Purpose
- Vision
- Mission
- Values
- Product or service
- Marketing Distinguo
- Content
- Channels and activities
- Key Performance Indicators
- Strategy execution
- Over 2,000 real-world stories
Gabriele Carboni
Defined by Exportiamo.it: "Game-changer of digital marketing strategies".
Defined by Going Global UK: "Leading expert in international digital marketing strategies".
Consultant for the digital marketing strategy of: Lamborghini, Danone, Clementoni, Safilo, Bauli, GEA, Knauf, iliad, IMA, Aboca, Fedrigoni, D-Orbit, Ilsa, CDNetworks, Bormioli Pharma, Snap-on, Caprari, Emak, Iris Ceramica Group and many others.
Founder of the “Be Brilliant” project with Kotler Impact Inc. by Prof. Philip Kotler.
Among the 5 major Italian marketing influencers according to Digitalic.
Author of "Web strategies for foreign markets", Hoepli 2016 and "The Marketing Distinguo: differentiation on three steps", Amazon 2019.
Author of the chapter “Disruptive digital marketing strategies” for the Kotler-i & Partners book “Essentials of Modern Marketing”.
Co-author with Philip Kotler and other gurus of marketing of the book “Essentials of Modern Marketing - Italy edition”.
Among the authors of "Big Bang Marketing 2021" with Philip Kotler, Marshall Goldsmith, David Aaker, Martha Rogers and many others.
Among the authors of "Giving Back - The impact of Philip Kotler".
Creator of the Visual Communication Planner, the most downloaded marketing canvas in the world.
Trained by the MIT on Digital Business Strategy and by HBS on Sustainable Business Strategy.
Awarded among the three Best 2019 Marketing Innovation at DES 2019 in Madrid with the Marketing Distinguo card deck.
Lecturer for several Italian and international universities such as University Ca' Foscari of Venice, IULM Milan, H-FARM, University of Modena and Reggio Emilia, University of Bologna, University of Trento, International University of Rome, University of Bologna, 24 Ore Business School, Eastern Illinois University.
Consultant of BPER Banca and the Italian Trade Agency for web marketing strategies for foreign markets.
Part of the UNI commission for the definition of legislation relating to the profession of the Export Manager and the Digital Export Manager.
Global keynote speaker for various events in Italy and abroad including the World Marketing Summit.
Read more
All the books in which Gabriele Carboni has participated as author or co-author.
