Real Data

Bridging the Gap between Communications and Marketing” highlights the importance of consistent messaging across paid, owned and earned media. Topics emerging from the research include: The future of the marketing communications relationship Key challenges when aligning marketing and communications Which technologies and solutions help drive cohesion Misconceptions about roles and media channels Brand leaders surveyed for the report also spoke about COVID-19 How the pandemic has heightened the importance of delivering a coherent message. "With most of the world now spending more time at home, the number of people consuming, sharing and engaging with digital media will only increase," said Donovan Neale-May, executive director of the Chief Marketing Officer Council.


"In many cases, digital purchasing self employeed database decisions and consumer perceptions of brands, which only amplifies the importance of delivering consistent messaging across media channels. However, more than half of respondents agreed that when it comes to scaling and coordinating media strategies, it is a key factor among their teams. There is a lack of strong consistency among Nearly two-thirds of brand leaders believe they can effectively integrate and scale earned media to drive customer experience and engagement strategies. 81% of brand leaders say changes in the global business environment caused by the pandemic have led to investments in earned media and Significant rise in importance One in five marketing leaders are dissatisfied with their earned media performance.