When it comes to selecting media channels used in customer communications, organizations large and small are taking a strategic versus cost-only approach. According to InfoTrends’ study entitled Micro to Mega: Trends in Business Communications, decisions are based on customer needs, channel effectiveness and efficiency, and return on investment.
This research study evaluates communication trends, identifies media usage, quantifies spending, and defines key decisions makers’ criteria for selecting media and providers across small and medium-sized business and large enterprise organizations in key vertical industries.
According to Lisa Cross, associate director of InfoTrends’ Business Development Strategies Service, “Businesses and organizations of all sizes invest significantly in efforts to communicate with customers, steer operations, accelerate sales, and drive revenue. Finding the right combination of channels—print, online, mobile, social media—and the best service providers is an ongoing challenge many organizations face.”
The study surveyed 1,092 small-and-medium-size business (organizations with less than 500 employees) and 883 enterprise-size organizations (operations with 500 or more employees) across key vertical markets including: construction, education, entertainment, financial services/insurance, government, healthcare, hospitality, manufacturing, non-profit, personal services, professionals services real estate, retail, and utilities.
The study found that, on average, organizations used three media types in a typical communications campaign and the more channels used the better the response rate. In addition, the research revealed that organizations are increasing their use of personalized communications and online ordering of printed materials.
According to InfoTrends’ Steve Adoniou, group director of Consulting, “Organizations need service providers who can help them navigate through the channel options, deliver ROI, and provide a positive customer experience. Service providers in turn need to understand the nuances and behaviors of these organizations relative to their respective industry and size. This study provides both the data and the insights to answer these questions.”
Key research findings include:
* Quantify overall communication spending growth, by key application area, and media type.
* Classify objectives and use for key printed materials.
* Assess use of complex print personalization.
* Identify criteria for selecting communication service providers.
For more information on Micro to Mega: Trends in Business Communications, call Scott Phinney at 781/616-2123 or visit www.infotrends.com/public/Content/Multiclients/MicrotoMegaTrends.
