Digital Media Radically Transforming Marcom Process

Digital Media as a Change Agent: Almost three-quarters of brand owners are modifying their marketing and communications process in response to the demands posed by digital media, says a study by the Society of Digital Agencies and Econsultancy. In all, 73% of 651 new media executive were currently “transforming” their communications operations to more accurately reflect the needs of the evolving marketplace. Other findings include:

  • Some 71% of brand owners had already reorganized their teams based around different consumer segments, 46% had formed cross-departmental units to spread “social learning” and 33% now integrate social listening and traditional research.

  • 21% of clients had built “voice of the customer” advocacy groups and 18.8% had changed compensation structures in a bid to encourage inter-departmental collaboration.

  • 62% are allocating more resources to building in-house digital capabilities. A further 42% are boosting external spending, 28% hope to diversify agency rosters and 19% are seeking to consolidate.

  • Among the specific areas receiving increased emphasis this year were corporate blogs (61%), apps (57%), digital brand management and measurement (52%), mobile Web sites (50%) and social media efforts (49%).

Source: Society of Digital Agencies/Econsultancy