Cognito-2017-2018年传播和营销调查报告（英文）-2017-13页

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. Conducted in September 2017, the survey collected responses from 165 professionals across 100 organizations in EMEA, the US and APAC. It focuses on the evolving landscape of communications and marketing, emphasizing the need for adaptation to digital trends, technological advancements, and changing stakeholder expectations.

Main Challenges

• Budget Constraints: Securing budget remains a top challenge for in-house teams.
• Creativity: Ensuring creative output is a significant concern.
• Technology Adaptation: Teams are struggling to keep up with new technologies and analytics tools.
• Skills Gap: 40% of respondents report limited in-house expertise in communications and marketing technology.
• Organizational Change: 75% of respondents identified this as a challenge for their teams in 2018.
• Digital Strategy: A mixed approach to social media, with limited confidence in its effectiveness.

What Lies Ahead

• Top Challenges for 2018:

  • Budget constraints
  • Creativity
  • Technology adaptation
  • Organizational change
  • Talent retention and attraction

• Key Trends:

  • A growing emphasis on integrated, digital-focused strategies.
  • Increased importance of content creation and effective measurement.
  • Continued pressure to demonstrate ROI and value across all channels.

Rise of the Machines

• Technology Impact:

  • Data Analytics: 79% of respondents expect it to have a significant impact on their teams in 2018.
  • Automation and Programmatic: These are also rising in importance, with around 50% of respondents anticipating moderate or high impact.
  • AI and VR: These newer technologies are expected to have less immediate impact but may become more significant as they mature.

• Technology Adoption:

  • Teams are looking to leverage automation platforms and improve analytics to deliver consistent, personalized messaging across channels.

Mind the (Skills) Gap

• Skills Assessment:

  • 40% of respondents believe their teams have limited expertise in communications and marketing technology.
  • The skills gap is most pronounced in digital and social media areas.
  • Traditional areas like media relations, events, and corporate communications are seen as stronger.

• Key Areas of Weakness:

  • Social media
  • Digital marketing (email, SEO, SEM)
  • Digital advertising
  • Marketing and communications technology

Aspirations

• Shifting Priorities:

  • Communications teams are focusing more on digital channels and content.
  • There is a growing need for digital and social cohesion within the marketing mix.

• Topics of Importance:

  • Brexit-related issues and cyber security are rising in importance.
  • Sustainability, diversity, and corporate governance are also gaining traction.
  • Company values in relation to the Trump Administration are being emphasized.

• Perceptions of Strategy and Content:

  • 61% believe they produce genuinely differentiated content.
  • 72% agree that their company has a coherent communications strategy.
  • However, only 36% believe their CEO has a functioning social media presence.

LinkedIn Rules the Waves

• Channel Importance:

  • LinkedIn is seen as the most important channel, with 85% of respondents indicating it is becoming more important.
  • Major financial media and Google are also gaining importance.
  • Facebook is perceived as less important, with 25% of respondents indicating it is becoming more important and 24% less important.

• Channel Perception:

  • Trust in major financial media is high, despite the prevalence of fake news.
  • B2B teams are increasingly skeptical of Facebook and Instagram, despite their targeting potential.

Communicating Change

• Internal and External Communication:

  • Communicators are tasked with balancing internal and external stakeholder needs.
  • Topics like Brexit, cyber security, sustainability, and diversity are rising in importance.

• Content and Budget Allocation:

  • There is a clear shift towards content and digital channels.
  • Teams are more confident in measuring the effectiveness of content and internal communications.

Using Digital to Create Greater Value

• Digital Strategy:

  • 84% of respondents believe they have a solid understanding of target audiences and customer journeys.
  • However, only 63% consider their company’s website to add value.

• Confidence in Digital Channels:

  • Social media and digital advertising are areas of concern, with less confidence in performance measurement.
  • Teams are looking to improve analytics to better understand the impact of digital strategies.

Performance and Budget

• Performance Measurement:

  • Teams are more confident in measuring the effectiveness of content, events, and internal communications.
  • There is still a challenge in extracting meaningful insights from data, particularly in areas like long-form content, video, and advertising.

• Budget Allocation:

  • Content creation and digital marketing are expected to see increased budget in 2018.
  • Social media and marketing and comms technology are also seen as growing areas of investment.
  • Traditional advertising is expected to see a decrease in budget.

Key Statistics

• 85% of respondents consider LinkedIn more important than 12 months ago.
• 61% plan to increase spending on content in 2018.
• 40% report limited in-house expertise in communications and marketing technology.
• 79% feel they have enough information about the performance of their own events.
• 72% believe they produce genuinely differentiated content.
• 63% consider their website to add value to the firm.
• 61% of respondents feel they have a coherent communications strategy.
• 74% believe they are managing to integrate marketing and communications effectively.

Conclusion

The survey highlights a clear shift towards digital and integrated communication strategies. In-house teams are adapting to new technologies, focusing on content creation, and improving measurement capabilities. While there is a growing skills gap in digital areas, traditional expertise remains strong. LinkedIn is emerging as a key channel, and there is a strong emphasis on communicating change, particularly around topics like Brexit, cyber security, and diversity. Budgets are expected to increase for content and digital channels, with a decline in traditional advertising. Overall, the theme is one of adaptation and evolution in the face of digital transformation.