Survey says brand building is priority

Brand awareness trumps sales and conversion for campaigns finds new corporate communications survey

Enhancing brand influence is more important than sales growth and conversion in campaigns for more than half of businesses in the region, according to the inaugural PR Newswire Asia-Pacific Corporate Communications Report.

And to optimise brand awareness, 70 per cent of businesses prioritise news sites as the most important communications channel, which surpasses other platforms such as corporate websites, print media and social media.

When it comes to core communications channels for Australian-based businesses, the top choice is news websites, followed by print and then TV. Locally, measuring the impact of communications was found to be the core challenge in Australia, ahead of production and selecting the right communications channels, for almost 70 per cent of respondents. 

Despite the economic impact of the coronavirus pandemic, this year 37 per cent of businesses plan to increase their earned media budget, with larger businesses with over 1,000 staff showing a greater willingness to do so compared to their smaller counterparts. Any extra budget is likely to go to earned media first and then owned media, with paid media budget least likely to increase. 

The report also identified the top three communications challenges in 2020: Content production, and producing diversified content for various channels, such as social media and owned media; measuring the impact of communications by tracking branding and sales conversion; and budget constraints, including copyright for sourced materials, cost of productions and campaigns.

The challenge of maintaining trust and audience engagement shows the greatest variation across markets, which 45 per cent of businesses in Australia cite as a challenge, along with 69 per cent of those in Vietnam and 28 per cent in South Korea. However, keeping trust and engagement shows a significant difference between B2B and B2C businesses, with 60 per cent of consumer businesses ranking maintaining trust and audience engagement as a challenge, compared with just 32 per cent of B2B businesses.

Content discussions are happening in the c-suite, with the survey finding 93 per cent of c-level executives participating in these discussions. The most common topics in corporate press releases are events, followed by new products/services, industry perspectives and award announcements.

Finally, when it comes to finding the secret ingredient for business communications, corporate news should latch onto subjects relevant to ‘the bigger picture’ in a market to win journalists’ attention and get recommended by news websites’ algorithms, and authenticity, relevance and transparency are increasingly important.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in