Brand and Communications Planning for 2019: Five Key Issues
- SiriusDecisions has identified five issues that should drive the priorities of brand and communications leaders in 2019
- Brand leaders must have a structured approach to proving their impact on the business – or risk losing budget and resources
- Communications leaders need to strike a balance between the efforts applied to gaining earned coverage and the new “native” formats
Many of our clients are in the thick of planning at this time of year, so we publish our planning assumptions research briefs to help them deal with tricky emerging issues. Each of these briefs is designed to be a quick, thought-provoking read that reflects what we’re seeing across our client base, and offers a great introduction to the types of discussions we have with our clients. Here’s a quick overview of the trends brand and communications leaders should consider in their planning for 2019 (you can also watch this webcast replay):
- Understanding the impact of brand on business results. Many organizations have made huge investments in marketing automation to track and measure their demand processes. This often coincides with a reduction in brand and communications spend because of a misperception that these areas are not relevant or measurable. Inevitably, demand results begin to suffer. Our brand measurement methodologies can help close this gap, and we can work with you on yours. To learn about an operational approach for tracking brand’s impact on demand, view this replay of our 2018 Summit presentation “Murky Waters: Understanding Brand in the SiriusDecisions Demand Waterfall®.”
- Corporate messaging that misses the mark. Corporate messaging is rising on the agendas of brand and communications leaders for several reasons, such as the need to attract talent with a more inspiring corporate message. Our corporate messaging methodology can help brand and communications leaders build messaging that resonates with the full spectrum of corporate audiences, especially the right prospective employees.
- The blurred line between paid and earned media. Many organizations are increasing their investment in native content, but should this content replace efforts to secure true earned coverage? All types of influencers (e.g. media, analysts, bloggers, customers, executives) continue to be primary drivers on B2B buying decisions – so it’s critical to get this right. The key is to focus on the influencers that will move the needle. Learn about our audience-centric influencer approach and our tools for selecting influencers that can make the greatest impact.
- Enabling employees to get the message/brand right. Although many organizations are increasing their investment in customer experience, they overlook the important role employees play in delivering it. Supporting employees in a variety of job roles as they translate the brand into customer experience is the new growth area for brand and communications. Our new Brand Experience Enablement Framework fills this gap.
- Buying technology on the basis of needs, not categories. In the past, many organizations based their technology buying decisions on the need for certain categories. With the technology landscape converging and shifting, a needs-based approach is gaining traction, including within agencies. We can help you assess your tech stack needs for brand and communications.
Brand and communications is one of the most rapidly evolving areas of marketing – with changes in media and technology constantly offering new challenges and opportunities. We love to hear from clients and non-clients about what they’re seeing in the industry. Let us know what’s on your mind!