Corporate Media: A by now established term for corporate communication 4.0. It encompasses all communication and marketing activities of companies in the digital world.
Paid Media: Includes all paid advertising on external channels (e.g. advertisement in daily newspapers, banners on external websites, etc.).
Owned Media: Describes all publications (corporate publishing) that a company creates and publishes itself.
Earned Media: Includes all independent editorial publications about a company that are published without a direct order from the company.
Crossmedia: Describes the networked use of different communication/advertising channels in the context of communication and marketing activities. In particular, the coordinated use of offline and online channels is much discussed in this context.
Corporate Newsroom: Organizational model for the efficient control of networked communication activities in companies. The newsroom or news desk is a tried and tested organizational concept in the media industry.
Integrated communication: Ensuring the content and formal coordination/networking of all communication measures within a company. In practice, this often represents a major challenge due to the numerous measures/channels, high volume of data and different responsibilities.
Storytelling: In corporate media, storytelling is a form of advertising that ideally does not advertise the product itself, but tells a story about the product that is emotionally charged and often rich in images. This leads to a paradigm shift away from “brand-centered” stories towards “customer-centered” ones. See also here…
Customer Journey: Describes the “journey” of a customer from the first contact with a brand, service or product to the actual purchase or use of the service. This is associated with the assumption that a uniform image of the brand should be conveyed at all stations and that the journey should be as pleasant as possible so that a purchase is made.
Content strategy: A content strategy regulates the deliberate and efficient handling of (digital) content in corporate communications. The content strategy ensures a uniform appearance and a meaningful sequence of the publications of an organisation, which ultimately convey a uniform brand image.
Touchpoints: Designates all points of contact between consumers and a brand.
Touchpoint management: Ensures that all touchpoints are networked in such a way that the customer journey is as positive as possible and that the customer receives a uniform and positive impression of the brand at all points of contact.
Brand communication: umbrella term for all communication activities aimed at creating a uniform brand image, i.e. corporate identity.
360-degree communication: Sending communication messages via various channels. Today, those responsible for communication rather strive for integrated communication, in which channels are played specifically with a view to the different target groups.
Corporate publishing: umbrella term for journalistic and periodic corporate communication with its own media (see Owned Media).
Digital communication: Communication that takes place with the help of digital media, e.g. on the Internet via social media channels, email or video platforms etc. The transition from the analogue world to digital communication is also referred to as digital transformation.
Corporate Management System: Software for the collaborative creation, editing and organization of content. A uniform CMS or coordinated interfaces between different systems facilitate the integrated communication of the company.
Digital transformation: Identification of the effects of digitalization on existing business models. Often not only individual functions and business areas are affected, but the entire value chain. Digital transformation uses the potential of the integration and implementation of new technologies as an opportunity to change existing business models.