How companies master the change in marketing & communications
Lufthansa newsroom in crisis mode, internal communications at Deutsche Bank, community management, data-driven marketing and more interesting topics in the 4th issue of our Corporate Newsroom magazine.
2020 – Crisis communication as a permanent status?
No recent event – at least in Central Europe – has intervened so strongly in people’s everyday lives as the corona pandemic. Companies in all industries have had and still have to struggle with the effects to a greater or lesser extent. For communications and marketing departments, this meant a sometimes radical change.
Lufthansa was hit particularly hard by the virus. And so there was only one topic left in the newsroom: “All planned content was no longer relevant,” reports Michiel Bogaert. From an airline that cannot fly to a toy retailer that has to close all its stores: Roman Kaufmann and Philipp Hohn told us how the marketing team at ROFU Kinderland reacted to the loss of what is normally the most important touchpoint.
With 90,000 employees, Deutsche Bank’s internal communications has a large target group distributed around the world. Head of Newsroom Ralf Drescher talked to us about the channels and formats of Germany’s largest bank. For him it is clear: “The Newsroom is a huge asset for internal communications.”
Other topics in this issue: sustainable customer relationships thanks to community management, data-driven marketing and data-driven storytelling, new players in opinion and market research, Instagram as a news source and an overview of the most important KPIs in marketing.