Research findings from joint Marketing & PR Week survey
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Research findings from joint Marketing & PR Week survey

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This survey was conducted in the lead up to BrandMAX, of which Ebiquity was a headline sponsor. ...

This survey was conducted in the lead up to BrandMAX, of which Ebiquity was a headline sponsor.

Our aim was to better understand the relationship between Marketing & Corporate Affairs teams. In particular where the responsibilities currently lie for setting and implementing marcomms strategies and for the measurement and monitoring of marcomms activities.

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Research findings from joint Marketing & PR Week survey Research findings from joint Marketing & PR Week survey Presentation Transcript

  • Brand Optimisation, Marcomms and Corporate Comms
    Research findings from joint Marketing & PR Week survey
    September 2011
  • This survey was conducted in the lead up to BrandMAX, of which Ebiquity was a headline sponsor.
    Our aim was to better understand the relationship between Marketing & Corporate Affairs teams. In particular where the responsibilities currently lie for setting and implementing marcomms strategies and for the measurement and monitoring of marcomms activities.
    We wanted to establish just how closely aligned the teams are in businesses today against a backdrop of increasingly influential social media which gives consumers and stakeholders the power to share positive and negative brand experiences faster and wider than ever before.
    2
    About this study
  • 3
    Change sub heading - via *View* / HEADER & FOOTER
    The Results
    Alignment is starting to happen but there is a long way to go...
  • In more businesses than not, Marcomms strategy is set by both Marketing & Corp Affairs
    Q1. In your business, who sets the overall marcomms strategy?
    Base: 70 respondents
  • In more businesses than not, Marcomms strategy is set by both Marketing & Corp Affairs
    Q.2 Who is responsible for managing the corporate brand or reputation
    Base: 70 respondents
  • Consumer brands are mostly managed by marketers
    Q.3 Who manages the consumer brands?
    Base: 70 respondents
  • %
    Monitoring and measuring editorial is largely domain of Corp Affairs. Very few businesses share the responsibility between departments
    Competitor ad monitoring is predominantly Marketing’s responsibility with ‘Research & Insight’ more involved
    Social media is shared more evenly between departments
    Measuring the impact of both paid AND earned media on the business falls to Marketing in most cases
    Q.4 In your organisation, who monitors or measures the following?
    Please select all that apply
    Base: 70 respondents
  • Explaining to the board how brand and reputation affect business performance is very important
    Q.5 How important is it for you to be able to explain how brand and reputation are contributing to business performance to the Board?
    N.B. ‘Very unimportant’ not selected
    Base: 70 respondents
  • Around a third have changed their marcomms activity as a result of earned coverage
    Q.6 As a result of positive or negative coverage in the news or social media, has your business ever changed its paid-for marcomms activity?
    Base: 70 respondents
  • Around a half can think of examples of message misalignment between someone’s paid and unpaid comms
    “A lot of HE institutions are currently portraying themselves as being high quality, that they get their graduates great jobs, that they are contributing to the economy. In many cases this is unsupportable, which is halting progress towards the true ‘marketisation’ of HE.”
    “All the time - BP last year during its crisis”
    “Messages occasionally are not aligned, that is why Corporate Affairs needs to set [a consistent] strategy.”
    “Innocent reducing the size of their juice cartons but not reducing the price.”
    “Kraft announcing they will save a Cadbury factory from closure but then shut it down.”
    “Tesco promoting value for consumers at the same time as being targeted by protesters for destroying the traditional high street.”
    “Toyota over their accelerator pedal issues.”
    Q.7 Sometimes what a brand is saying about itself is at odds with what is being said about the brand elsewhere. Can you recall any examples of any brands doing this in the media? Please provide examples if ‘Yes’.
    Base: 70 respondents
  • Most feel their business understands the impact of stakeholder perception on share price
    Q.8 How well do you think your business understands the impact of stakeholder perceptions on share price and sales?
    Base: 70 respondents
  • Nearly half agree better alignment would benefit business
    “[An] Integrated approach means less double up, or worse, missing opportunities. Better sharing of knowledge and more effective communications.”
    “All sectors of the business should be aligned with a unified goal.”
    “Increase flow of communication at the start of projects reduces wasted resource later on playing catch-up when it goes wrong...”
    “Consistency of message and mission.”
    “Marketing is too detached from our PR activity, we are slowing getting better at aligning marketing / PR activities.”
    “Currently no single point [of] accountability for corporate reputation.”
    “Synergies between media types. Skills with senior PROs and Marketing Directors complement very well.”
    “Corporate reputation and consumer brand reputation are much more closely aligned than most executives give credit for. This is exposed very quickly in a crisis, eg: News International/News of the World.”
    Q.9 Do you think that your business would benefit form a closer alignment of
    the Marketing and Corporate Affairs / PR functions? Please specify why.
    Base: 70 respondents
  • 13
    Change sub heading - via *View* / HEADER & FOOTER
    About the Survey
    Methodology and sample details
  • Conducted online by Echo Researchin association with Haymarket Media Group amongst subscribers to Marketing & PR Week magazines
    September 2011
    Prize draw to wine a case of fine wine
    70 respondents
    14
    Methodology & Sample
  • Make up of respondents
    Q11. Which of the following best describes the department that you work in?
    Q12. Which of the following best describes your job role?
    Base: 70 respondents
  • Make up of respondents
    %
    Q.10 In which market sector is your business?
    Base: 70 respondents
  • Nearly 40% of the respondents work for a company with more than 1000 employees globally
    Q.13 Roughly how many people does your organisation employ globally (including contractors)?
    Base: 70 respondents
  • We’d be happy to discuss with you the implications of this research to your business. In particular we can help you better keep track of what is being said about your brand (and your competitors) and to understand its impact on stakeholders across your business. Contact:
    Andrew.challier@ebiquity.com
    SandraM@echoresearch.com
    For more information about the research, please contact:
    MarisaR@echoresearch.com
    davidh@echoresearch.com