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4 selected articles

Digital Marketing Definition from Financial Times Lexicon

The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media.

Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet. It includes mobile phones (both SMS and MMS), social media marketing, display advertising, search engine marketing, and any other form of digital media.

Most experts believe that 'digital' is...

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Related topics : digital media marketing definition / digital media marketing / search engine marketing social media / internet social media marketing services / advertising internet marketing media online

Reputational Risk Definition from Financial Times Lexicon

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Definition of reputational risk

A company's reputation is perhaps its most valuable asset. Reputational risk is the possible loss of the organisation's reputational capital.  Imagine that the company has an account similar to a bank account that they are either filling up or depleting.  Every time the company does something good, its reputational capital account goes up; every time the...

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Related topics : reputation management company / reputation management companies / companies with good corporate reputation / reputational risk management / corporate reputation risk

Corporate Communication Definition from Financial Times ...

Corporate communication is a management function or department, like marketing, finance, or operations, dedicated to the dissemination of information to key constituencies, the execution of corporate strategy and the development of messages for a variety of purposes for inside and outside the organisation.

In today's global corporation, this function serves as the conscience of the corporation and is responsible for the organisation's reputation.  Previously called "public relations" or "public affairs," corporate communication has taken on new importance in the 21st century as a result of...

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Related topics : marketing communications and media management / corporate communication and reputation / corporate reputation management strategy / corporate reputation management definition / marketing communications new media

Corporate Reputation Definition from Financial Times Lexicon

The term refers to the observers' collective judgments of a corporation based on assessments of financial, social and environmental impacts attributed to the corporation over time.

Example

 Many agencies or companies publicly assess the reputations of corporations.  One of these is Fortune magazine which produces a global annual rating called the 'world's...

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Related topics : definition of corporate reputation / corporate reputation management definition / reputation management company / reputation management companies / annual corporate reputation