EurekaMoment

#EurekaMoment 13: Online Reputation Management – Five good reasons why you need a corporate blog

When it comes to online reputation management, my clients often ask me why I recommend a corporate blog. It is time consuming to put an editorial process in place. Some sectors do not have many things to say or comment on. Other sectors are simply more quiet about their line of business. Often, it is a question of internal resources for both content production and content verification. Read more

#EurekaMoment 09: Lead generation in communications

Lead generation is a marketing term. It refers to how any sort of marketing activities generates new business ‘leads’ – which is followed by a client interest and action. Currently, there is a widespread assumption lead generation is the bridge between marketing spend and actual purchase, which in my opinion is not the case. I think we can only say there is a wonky correlation between a good marketing campaign and an increase in purchase activities. Read more

#EurekaMoment 08: Why ‘everybody’ is not a target audience

It may come as a surprise but there are still people in this world who think ‘everybody’ (or the ‘general public’) is a target audience. Yes. And it is dangerous that these people hold the position of presidents, CEOs, chairmen, vice presidents or even heads of marketing, campaign or public affairs. They are the main stumbling block to the success of all their organisation’s communications deliverables – be it an ad, a press release, a position paper, a product launch, a speech or a website. Read more