Cognito：2017-2018传播和营销调查报告(英文版)(13页)（13页）.pdf

1、Communications you are not on this journey on your own. The Cognito Research Team Our survey is based on the responses of 165 in-house communications and marketing leaders from 100 organisations across EMEA, the US and APAC. This year we explore new areas, such as technology and the impact of AI and

2、 automation. We seek greater clarity on the social platforms proving most popular and gain an understanding onthe topics shifting in importance. This is the second year we have conducted our global survey, exploring the future of communications and marketing across the financial services, technology

3、 and professional services sectors. 85% of respondents consider LinkedIn to be more important to the business now than 12 months ago 21 Challenges The issues faced by in-house teams from leveraging technology to skills 40% of respondents say they have limited in-house expertise in communications and

4、 marketing technology 4 3 We asked respondents to outline the obstacles that they expect to face in the year ahead. Securing budget continues to be the biggest challenge, followed by the need to ensure creativity. Adapting to technology is a recurring theme throughout the survey, as teams look to im

5、prove understanding from analytics, leverage automation platforms and continue to diversify their mix of channels and activities. Three-quarters of respondents cited organisational change as a challenge for their teams in 2018. Diversity, and the need to look attractive to potential hires, remains i

6、mportant a priority also echoed when respondents look at themes they expect to be communicating next year. What lies ahead We all know that technology is fundamentally changing communications and marketing, but which technologies are having the biggest impact? 79% of respondents expect that data ana