Insightful articles, opinion and commentary about mobile and web.

Alan Curson, Head of Copy at HotHouse, takes a look at how corporate speak is befouling the art of good copywriting.

It’s not swearing I object to. In fact, so long as it’s inventive, interesting or being done by someone bigger than me, I don’t mind it at all.

The bad language bringing me out in a rash, is the incessant, ‘corporate-jargo-speak’ infecting every written aspect of marketing communication.

For instance, when the bank wants to switch you to email statements, they don’t come out and say so. Instead, they tell you for your convenience as part of their ongoing commitment to enhance service offerings to valued customers, they have streamlined administration practices with a commitment to a targeted migration from paper-based communications to digitally focused information streaming, going forward. read more

By Simon van Wyk

I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies.

I read LoveMarks, but I don’t love brands. I read the definition which says: “Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.” I don’t actually feel this way about any brand. My life is busy and I reserve that level of investment for the important people in my life, not the stuff I buy. I assumed other people felt the same.

read more

By Simon van Wyk

Number one on Google – that’s the Holy Grail that search engine optimisation (SEO) was meant to deliver to savvy site owners.

SEO involves tweaking your website to appear in the first page of Google search results for the keywords your customers are most likely to enter and yes, it’s Google we care most about, because Google still reigns on the Internet.

read more