New Media Channels in Corporate Communication and Interaction With the New Consumer

The main purpose of this chapter is to examine the digital marketing tools used by businesses in the light of developments in corporate communication and interaction with consumers. For this purpose, a literature review has been made by considering the most used digital marketing tools. Firstly, the transition from traditional communication tools to digital tools is discussed with the stages from Web 1.0 to Web 5.0 in the development of the internet. The 7S concept that businesses have to use to realize digital marketing applications is mentioned. Then, the concepts of search engine marketing, search engine optimization, e-mail marketing, display advertising, online public relation, social media marketing, and chatbots are explained. It is mentioned how businesses use these marketing practices, positive and negative factors related to each application were examined, and examples from businesses were given.

Websites, Social Networks, and Corporate Translation

The objective of this chapter is to analyze how Southern Spanish companies in the dentistry sector employ Web 2.0 tools available to them and to analyze the availability of multilingual information in their corporate websites. To this purpose, the results of several studies have been gathered in this chapter. These studies considered criteria such as having or not a corporate website and social networks, the translation or not of the website content, and number of languages available, among others. Results show that a significant amount of the analyzed SMEs do not have a website or social networks. In addition, those having a website do not, generally, translate its content, which limits international customer acquisition and the opening to international markets. Concerning social networks, SMEs, which do have social media, generally have small communities, and they do not post frequently, which limit the implementation of digital marketing strategies.

The Digital Realm Blurs the Lines Between Journalistic and Corporate Communication

Not only has the digital world removed the borders between local and global communication, affording meaning to the already established “glocal” concept, but it has also blurred the boundaries between journalistic and corporate content, revitalising what has traditionally been known in legacy media as “service journalism.” This chapter supposes a continuation of the thought-provoking line of research begun three years ago on journalistic communication and new media, turning to the deconstruction process as a disruptive method to analyze processes, strategies, and trends. If, then, from the perspective of methodology, the focus of attention turns to the structure of the news itself, attending to how new media reactivate the known 5W, and how the conventional news item dies on paper and is ‘resuscitated', transformed into the digital medium, and to how we place ourselves before a transmedia news structure that changes from inverted pyramid to the Rubik's Cube, we now go one step further and put the spotlight on the processes of content building in the digital realm themselves.

A Nudge Psychology Perspective on Digital Marketing and Communication

The Nigerian scam is widely regarded as a joke among digital natives. However, forms and variations of the Nigerian scam have been successful since the 16th century and continue to be so, even in the 21st century. The longevity of the scam hints at the exploitation of very basic human processes. Therefore, this chapter tries to analyze these processes from a psychological standpoint trying to derive principles for effective online communication. The different phases of the scam—from the creation of the target group until the final contact—are analyzed from psychology of persuasion as well as behavior economics standpoints—subsumed under the label of “nudging”—trying to identify the settings, scenarios, framings, and signals which make the scam one of the most successful scams in history. In the final section, it will be attempted to transfer the insights from the Nigerian scam to legit online marketing and corporate communication.

Digital Marketing in Times of COVID-19

This chapter focuses on an analysis of the communicative marketing strategies carried out by Spanish small and medium-sized enterprises (SMEs) through their digital media channels (websites, blogs, Twitter, and Facebook profiles). The content analysis allowed the authors to identify strategies of inbound marketing and engagement with users on social networks. Regarding the latter, they identify whether the paradox of the positive can be fulfilled. The methodology included, on the one hand, a qualitative analysis of corporate web communications in different social media. On the other hand, the content of messages was categorised into elements of digital marketing. The results obtained show the Spanish web panorama of interaction, engagement, and communication strategies of entrepreneurial SMEs in COVID-19 context, during and after lockdown.

The Role of Transcreation in Corporate Communication

In a globalized world, companies need to have their online information linguistically and culturally adapted to access international markets. Transcreation is an interlingual creative re-interpretation of a text made considering the linguistic and cultural differences between the target and the original audiences. One of the main sources of corporate information is the corporate website. The US healthcare sector is one of the major industries in the world. Hence, studying the characteristics of their dissemination of corporate information is relevant to know the keys of a fruitful corporate communication. The main objective of this chapter is to identify the keys of a web transcreation process. It is divided in 1) to elaborate a set of indicators for evaluating web transcreation strategies and 2) to apply these indicators to a corporate website to exemplify their functioning through a case-study. The website of the company Pfizer is analyzed. The original US-English and the Spain-Spanish websites are compared. The analysis provides the keys to a successful transcreation process.

Relationship Marketing and Communication as a Driver of Fundraising Loyalty and Success in Non-Profit Organizations

Competitiveness is becoming a growing phenomenon. The quality and innovation in the art of doing business is becoming increasingly evident, showing to the need for organizations to create mechanisms capable of adding value to consumers and occupying a better positioning in their minds. Therefore, fundraising policy planning becomes a priority for non-profit organizations (NGO). This chapter aims to prove the contribution of fundraising to the sustainability of NGO and the impact of relationship marketing in establishing lasting relationships between NGO and all its stakeholders. The data collection of the latter is achieved through the application of the interview technique, to which content analysis will be applied as a method of analyzing the results. The main results of the research demonstrate the need for NGO to rethink how they interact with their audiences, especially business patrons, in order to build their loyalty and be more successful in their fundraising activities.

NGO Sustainability Indicators

This chapter revolves around the commitment to sustainability of non-governmental organisations (NGOs). It deals with the construction of a system of indicators of the greening of these organizations, taking as a reference the possible evidence of their commitment to sustainability. These indicators have constituted the basis for the design and validation of an observational record (an estimation scale) to assess said commitment. This observational scale, made up of 51 indicators divided into 10 large dimensions, enables the estimation of the degree of presence of these aspects in the work carried out by NGOs, using the information available on the corporate web portals of these organizations as a source of analysis. From an exploratory perspective, and after applying the designed instrument, this work aims to characterize the greening tasks developed by eight NGOs (in both Spain and internationally): Cruz Roja (Red Cross), Manos Unidas, Agua de Coco, APDHA Calor y Café, Médicos Sin Fronteras (Doctors Without Borders), Amnesty International, and Setem-Andalucía.

Sexism and Advertising in the Global World

The contribution that active sexism and daily sexist attitudes and behaviours provide to gender inequality happens in a large scale and seems to be a recurrent problem. The majority of authors' state that sexism can be divided in two categories: benevolent sexism and hostile sexism. One of the major problems is that the concept of sexism still faces, along with the concept of feminism, its society misunderstanding of the concepts. In an exploratory and conceptual perspective, this chapter presents contributions for communication, marketing, and advertising around the phenomenon of sexism. In a more practical contribution, the case study focuses on the motives why sexism in advertising doesn't seem to bother consumers when they decide to purchase an item. This chapter aims to present a critical review and theoretical contribution about sexism and advertising in the global world.

Seeking Spaces of Convergence

This chapter presents a state-of-the-art analysis of cognitive accessibility in Spain and its convergence with Translation Studies, as well as a descriptive approach to the level of web accessibility of Spanish institutions and corporations. Since this chapter aims at describing the specific case of Spain in the aforementioned fields, a vast amount of the references made emerge from research studies conducted in this country. The chapter is therefore divided into three main sections: firstly, a road map of the convergence of cognitive accessibility and the fields of Applied Linguistics (AL), Pragmatics, and Translation Studies (TS) from the perspective of a number of Spanish researchers; secondly, a description of the current situation in Spain in terms of laws, decrees, and associations using easy-to-read tools as one of the main instruments of cognitive accessibility; and thirdly, a descriptive approach to the level of web accessibility in Spanish institutions and corporations.