2017-2018营销传播调查报告（英文版）_11页_507kb

Summary of Communications & Marketing Survey 2017/18

Core Content

This report presents the findings of Cognito's second global survey of in-house communications and marketing leaders in the financial services, technology, and professional services sectors. The survey collected responses from 165 professionals across 100 organizations in EMEA, the US, and APAC. The central theme of the survey is the adaptation to change, focusing on how communicators and marketers are equipping themselves with the right tools, people, and technology to drive business growth and protect reputation.

Main Findings

1. Challenges

• Budget constraints remain a significant challenge, though teams are becoming more integrated in their approach.
• Skills gap is evident, particularly in digital and marketing technology areas.
• 40% of respondents reported limited in-house expertise in communications and marketing technology.
• Organisational change is a top challenge, especially in the context of Brexit and cyber security.
• Diversity and sustainability are also rising in importance.

2. Technological Impact

• Data analytics is expected to have a moderate to high impact on teams, with 79% of respondents anticipating this.
• Automation, mobile, and programmatic marketing are also gaining traction, with around half of respondents expecting a moderate or high impact.
• Newer technologies such as virtual reality, machine learning, and AI are expected to have a less immediate impact, but their influence is anticipated to grow as they mature.

3. Shift in Priorities

• Topics and activities are evolving, with a clear focus on digital and social media.
• Only 63% of respondents believe their current website adds value to the firm.
• LinkedIn is seen as the most important channel, with 85% of respondents indicating it is becoming more important.
• Major financial media is also rising in importance, with 57% of respondents agreeing it is more important.
• Facebook is viewed with mistrust, especially in the context of fake news and subscription models.

4. Skills and Strategy

• Confidence in strategy is high, with 72% agreeing that their company has a coherent communications strategy.
• Social media strategy is still a point of debate, with 50% agreeing it is effective.
• CEOs are not seen as having a strong social media presence, with 64% disagreeing.
• Content creation is a key area of focus, with 84% believing they understand target audiences and customer journeys, but only 63% feel their website adds value.

5. Performance and Measurement

• Measurement and analytics are increasingly important, with over two-thirds feeling they have adequate insight into certain activities like events and short-form content.
• Long-form content, video, and advertising still present challenges, with one-third of respondents feeling they lack sufficient performance data.
• 61% of respondents expect to increase spending on content creation in 2018.

Key Trends

• Integrated approach: In-house teams are working more collaboratively across departments.
• Digital transformation: A clear shift towards digital and social media as core communication tools.
• Trust in trusted sources: Despite the rise of social media, major financial media is still viewed as a critical channel for reputation management.
• Skills development: There is a growing recognition of the need to bridge the skills gap in digital and marketing technology.

Budget Outlook

• Content creation, digital marketing, social media, and marketing and comms technology are expected to see increased budgets.
• Traditional advertising is likely to be a budget loser, with only 11% expecting an increase.
• Investor relations, public affairs, internal communications, and media relations are expected to see stable or decreasing budgets.

Conclusion

The 2017/18 survey highlights a transition to digital-first strategies, with LinkedIn emerging as a dominant platform. While budgets and skills are key challenges, there is a positive trend towards integration and a greater emphasis on measurement and analytics. As the landscape evolves, the need for adaptation and innovation remains central to the success of in-house communications and marketing teams.