Home >> Digital >> Article

Content will drive success in digital: Global survey

22-March-2011
Font Size   16
Content will drive success in digital: Global survey

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.

 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on