NEWS

The input is usually underestimated when measuring impact or controlling communication. It is clearly defined in the DPRG/ICV impact levels: external costs and internal expenses. Formally, controllers want to compare the input with the outflow. And communicators also use ROI to determine the return on their activities – both overall and for individual activities. But ROI is of course only possible if the investment is also determined. How can this be measured?

“Virtual reality was the dream of science fiction. But the internet was also once a dream and so were computers and smartphones,” says Meta CEO Mark Zuckerberg about the Metaverse in 2022.

The stakeholder journey describes how the complex relationship between a company and its stakeholders can develop – if communication measures are planned skillfully in the digital space.

How can corporate communications benefit from the methods of performance marketing?
What can be adopted 1:1, what can be adapted or at least used as inspiration?

Digital media continue to gain ground in internal communication. Intranets, e-mails and newsletters are among the most frequently used channels at 81%. Microsoft 365 applications such as SharePoint-based intranets, Viva Engage and Teams are now standard in the corporate world.

Digital media continue to gain ground in internal communication. Intranets, e-mails and newsletters are among the most frequently used channels at 81%. Microsoft 365 applications such as SharePoint-based intranets, Viva Engage and Teams are now standard in the corporate world.

At the end of the quarter, many communications departments produce a quarterly report that is sent to management to prove its importance. It is not uncommon for people to focus on tuning the report as a success story.

The rapid development in the field of artificial intelligence (AI) has already led to fundamental changes in many industries in recent years. However, progress in the field of generative AI – often described as the iPhone moment – is accelerating the transformation immensely.

While CommTech opens up new opportunities to reach stakeholders and relieve them of volume tasks, its introduction presents organizations with considerable challenges. Many communications departments are traditionally structured as line organizations. Adapting processes and collaboration quickly and flexibly to new technologies is not easy in such established structures. How to approach it?

Proving the success and impact of corporate communications is a challenge that requires expertise. The prerequisite is timely planning with targets and measuring where it makes sense – with suitable metrics.