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

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in