Marketing Briefs

Are internal and external communications the same thing? In this interview, Leslie Quinton, Vice President of Global Corporate Communications, and Events, at Canadian recreational products company BRP, argues that there are almost always reasons to target your communications differently according to the audience.

Is your business's online community optimized? Online communities can yield substantial business results for organizations that do them well. But, like all dynamic systems, they need a check up, so you can identify and implement the right changes to keep your community on track.

What does strategic internal communications look like at a Fortune 100 insurance company like Nationwide? Rick Phillips retired in 2018 as Chief Communications Officer for the company. In this interview, he discusses, among other things, the importance of alignment between internal and external communication with corporate goals and how to demonstrate the impact of internal communication.

As the lines between internal and external communications blur, does your organization ensure the needs of internal audiences are not overlooked? Research from IC Kollectif has found that companies are increasingly adopting an integrated approach to internal and external communication. But if internal stakeholders are treated as a distinct audience—a common practice, according to the research—external content alone is not enough to respond to their needs.

Businesses have realized the importance of building an outside-in culture. Now chief marketing officers have an opportunity to lead by engaging their C-suite colleagues in the change.

With virtual influencers and sponsored Instagram stories, is influencer marketing still... influencer marketing? Yes. And no. Or at least, it is not consumer-to-consumer influencer marketing grounded in the genuine authentic endorsement of a consumer sharing her story and experiences with a product with her friends and yes, followers. Done right, it is about harnessing consumer passion for brands and connecting them to opportunities to share their love in the context of their own story.

As the U.S. women’s national soccer team celebrated their second straight victory in the World Cup, chants demanding “equal pay” erupted from both players and fans. This isn’t the first time, nor will it be the last, that gender discrimination and inequity will be in the media spotlight.

Businesses have an increasing need for dynamic access to expertise and specialized knowledge. Today’s emerging technologies can facilitate access through subscription-based services. Many B2B companies have the skills, credibility, and technology to turn what has been a cost center into a revenue generator – and to cement their customer relationships in the process.

Is the newspaper industry "toast," as Warren Buffet has said? Local news stands to suffer the most if so, given that it was the unique province of local newspapers. But that might present an opportunity for companies to take up the cause of local reporting.

Does your Net Promotor Score (NPS) give you all the information you need? NPS is a helpful start to understanding how your users feel about your brand. Digging deeper, a vibrant online community can provide much valuable insight into the sentiments beyond the score itself, giving your company a clear path forward for improvement.