Storytelling – a many-sided marketing method

27.06.2016

Storytelling in Marketing

The term storytelling describes a very old cultural technique and a modern phenomenon. Storytelling in marketing and communication of companies has proven to be an effective strategy to attract customers and involve employees.

Storytelling booms nationwide: professional artists and amateurs tell traditional or freely invented stories at contests and festivals. Storytelling is used as a narrative method in schools as well as a therapeutic technique. Exciting stories awake curiosity; dramatic buildup of action and strong characters are inspiring and captivate the listener’s interest with surprising twists and turns. Good and fancy stories prompt the listener to think things through, they have an effect on perception by involving the entire person, and sink into their memory with images, metaphors and motifs.

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Creating Online Lexica and Online Glossaries

06.06.2016

Online Glossaries

Corporate identity, crossmedia and workflow, resilience and synergy – the language of the modern world teems with Anglicisms, buzzwords and special terms whose meaning is not immediately clear to everyone. Online lexica and online glossaries can provide relief where internet surfers or media users are in danger of getting lost in the jungle of foreign words and digital tech jargon.

Online lexica and glossaries simply and concisely explain a subject’s complicated terms and in this way make the issue being discussed understandable for a wider audience. Online lexica, as a separate electronic database, provide the user systematically organized, general or specialized information that is as comprehensive as possible. On the other hand, online glossaries are attachments (so-called addendums) to a blog or website, that further define the central technical terms used in the article by providing synonyms, translations or explanatory sentences.
Today’s printed or digital glossaries consist of lists of terms and their explanations, usually arranged in alphabetical order. Their origin goes back to antiquity where it was common to use marginal notes (so-called glosses) to facilitate the reading of written works. The most well-known online lexicon, available in various language versions, is offered by the free-licensed encyclopedia Wikipedia, which is compiled by many co-authors.

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Digitalization of data – technical revolution with impact

26.04.2016

Digitalization of data

The digital change now encompasses nearly all the areas of social life. Internet and social media determine everyday professional and private life. Communication via smartphone and SMS, doing research via PC and tablet, maintaining social contacts via Facebook and Twitter – digitalized data shape social behavior and have revolutionized industry and trade.

As a huge reservoir of information, the Internet is essentially linked to digitalization of data, and computers produce the virtual realities of infinite cyberspace with data. Digitalization of data has made the overall flow of information quicker and more effective. Data stored online help establish skills, competencies and product markets on a global level. Cloud computing provides extensive storage and application resources on the Internet. Special programs manage texts, images, and data. Online shops offer their ranges of products on web portals; retailers and service providers promote their services or sales articles on the Internet.

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Avoiding duplicate content

18.04.2016

duplicate content

On the Internet, duplicate content is a problem that arises in many different forms. Web users are often faced with identical content when doing online research. Search engines react to identical content with negative rankings, and website operators are frustrated when Google & Co. suddenly stop listing their offers in the search results.

Duplicate content describes a many-faceted phenomenon that occurs on the Internet when identical or similar content appears on various websites. It can involve similar texts or text modules within the same domain (so-called internal duplicate content) or on various web domains (external duplicate content.) The duplicate content can soon become a make-or-break for the successful operation of websites. Similar texts give Internet users the impression that their online research has been pointlessly misrouted and at the same time, deliberate or non-deliberate duplicate content can have a negative influence on ranking given by relevant search engines.

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Optimal travel texts

29.03.2016

travel texts

When you look out the window and see gray skies, and temperatures have been near zero for weeks on end then you know that the time has come to plan your next vacation. Many people use travel portals before booking their trip, or inform themselves about possible travel destinations in travel blogs. An important part of the pages are descriptions of destinations that provide the reader with background information, practical tips and get him in the mood for a holiday as well as offering good decision guidance.

However, destination texts are just as varied as the destinations. In addition to descriptions of individual countries, their regions or popular cities, local restaurants and trendy bars, shopping facilities and leisure activities as well as tourist attractions, insider tips and descriptions of excursions can be of interest to the reader. Emotional travel reports published in magazines also belong in this category.

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