Communications consultancy firm Bite Communications recently carried out a survey of senior marketing professionals worldwide, which shows that corporate response to the changing digital landscape is largely positive. However, it is a key theme that firms upgrade their content creation, and marketing functions and agency relationships must change to take advantage of new opportunities.
“Getting a global perspective was vital for a study of the state of communications, because even in a seemingly borderless digital world, there are real differences,” said Stefan Tornquist, Research Director, Econsultancy. “Yet, there were two persistent threads in the study. The first was that communications is changing profoundly. The second was that it isn’t changing at all.”
“It’s clear from the research that communications success in 2011 and beyond depends in part on time-tested communications disciplines, combined with a clear view of role of the customer, and a focus on engaging and stimulating content,” said Clive Armitage, CEO, Bite communications. “We think every brand needs a compelling point of view, and the digital tools to shape valuable conversations,” he added.
The company surveyed 50 senior communications executives drawn from a broad range of industries, and located in North America, Europe and Asia. According to the survey, the greatest need expressed by the executives interviewed was for a better capability in creating content. They see the necessity for exciting, engaging and often entertaining content, which can build and sustain viral momentum.
Another important finding was that the walls between communication silos are breaking down. The new paradigm is one of open communications made possible by coalescing talent and technology, which requires that companies also develop digital skill sets to complement their traditional competencies.
Companies must learn new communications platforms, explore emerging channels and be able to tell their stories with an expanding palette of creative options. These findings hold true globally, although the change is, according to the survey, moving faster in the West.