2017-2018营销传播调查报告（英文版）_13页

Communications & Marketing Survey 2017/18 Summary

Core Content

This document 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 aimed to explore future trends and challenges in communications and marketing, emphasizing the need for adaptation in a rapidly evolving digital landscape.

Main Points and Key Insights

1. Adapting to Change

• The theme of the survey is adapting 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.
• Teams are working more integrated and are prioritizing a holistic omnichannel approach.

2. Challenges Faced

• Securing budget remains the biggest challenge, followed by ensuring creativity.
• Adapting to technology is a recurring theme, with teams seeking better understanding from analytics and leveraging automation platforms.
• Organisational change is cited as a significant challenge for 2018, especially in relation to Brexit and cyber security.
• Skills gaps are evident, particularly in digital and social media technologies.
• Only 40% of respondents feel their teams have limited or extremely limited expertise in communications and marketing technology.

3. Technology Impact

• Data analytics is expected to have a major impact on 79% of teams.
• Automation, mobile, and programmatic marketing are rising in importance.
• AI and virtual reality are expected to have a less immediate impact but may become significant as they mature.
• Teams are looking to leverage targeting capabilities on platforms like LinkedIn, Google, and YouTube.

4. Aspirations and Communication Priorities

• Communicating change is a key focus, with topics like Brexit, cyber security, sustainability, and diversity becoming increasingly important.
• Corporate governance, ethical standards, and company values are also rising in relevance, especially in relation to the Trump Administration.
• Digital cohesion is needed within the marketing mix, but there is a mixed and imbalanced approach to social media.

5. Social Media and Digital Channels

• LinkedIn is emerging as the most important channel, with 85% of respondents indicating it is more important than 12 months ago.
• Major financial media and Google are also gaining importance, while Facebook and Instagram are seen with mistrust.
• WeChat and WhatsApp are growing in relevance, but Wikipedia and generalist newspapers are seen as less important.

6. Performance and Budget Trends

• Measurement and analytics are a key area of focus, with over two-thirds of respondents feeling confident about performance insights for certain activities.
• Content creation is expected to be the biggest winner in terms of budget allocation for 2018, followed by digital marketing and social media.
• Traditional advertising is likely to be the biggest loser, with 40% of respondents expecting reduced budgets.
• Marketing and communications technology is also gaining budget, with 52% of respondents anticipating increased investment.

7. Skills and Strategy

• There is widespread confidence in traditional areas like events, corporate communications, and content creation.
• However, digital marketing and social media strategy are areas of concern, with only 50% of respondents believing they have an effective social media strategy.
• CEOs are often not seen as having a functioning social media presence, which affects overall strategy perception.

8. Website and Digital Presence

• Only 63% of respondents believe their current website adds value to the firm.
• There is less confidence in the effectiveness of digital channels, especially social media and advertising.

Key Takeaways

• Integration and digital transformation are becoming central to communications and marketing strategies.
• Budget allocation is shifting towards content and digital channels, with traditional advertising seeing a decline.
• Skills development in digital and social media technologies is a pressing need.
• LinkedIn is rising in importance, especially for B2B marketing, while Facebook and Instagram face skepticism despite their targeting potential.
• Measurement and analytics are improving, but extracting meaningful insights from data remains a challenge.

Summary Table of Key Findings

Conclusion

The survey highlights a clear shift towards digital integration, data-driven decision-making, and strategic communication. While challenges like budget constraints and skills gaps persist, the overall trend suggests that in-house teams are becoming more strategic and adaptive in response to market changes. The importance of LinkedIn and the need for cohesive digital strategies are key takeaways for communicators and marketers in 2018.