For the specialism of internal communication, this increased importance has been demonstrated in any case. International PR agency Fleishman & Hillard conducted research into the changing role and importance of internal communication in the Netherlands. Based on a qualitative study from mid-2012, they concluded that despite the fact that internal communication is more important in one organisation than in another, there is undeniable evidence that the profession has gained in importance across the board.
But also: more with less
At the same time as this positive attitude, a large proportion of respondents (41%) expect that less will be spent on marketing and communication within their own organisation in 2013 than last year. 52% expect to (have to) do 'more with less' this year. 30% of respondents do not expect any changes to the budgets this year.
Social media has become established
Social media are hot. According to the professionals, 2013 is the year in which the focus list to data of the communication professional will be on the use of these media. For 84% of the respondents, these media have now conquered a permanent place within the communication mix. Another 10% will use social media within the mix in 2013.
What is done on these media? Almost all respondents use social media to broadcast and monitor, to a lesser extent the communicados enter into dialogue with target groups in this way or use these media for co-creation or crowdsourcing, for example. These latter applications are used increasingly.
Activities 2012 and 2013
Beyond caution
I do not find these results surprising. In recent years, the majority of communication professionals first looked on in amazement at what was happening at a rapid pace in the social media arena. Then the first steps were taken, still mainly in a way that we know well from the 'classic' media, namely that of broadcasting.
Soon followed the monitoring of social media of what was said about their own organization and about relevant subjects or developments. In the meantime, a considerable number of communicado's use these media for interaction with target groups and this part is expected to grow considerably this year. You could say that the communication professionals have passed the phase of cautious research and have reached a certain degree of maturity in the professional handling of social media.
Communities, mobile internet and apps
Three quarters of respondents use online platforms and communities or will do so in 2013. The importance of mobile internet is recognised by respondents. Half have already adapted their website for mobile use, a fifth will do so this year. Respondents are more divided about developing their own apps. The number of communication professionals who indicate that they will not develop their own app this year is just as large as the number who say that they will develop their own app or have already done so in 2012. I expect that number to grow further in 2014 and beyond.
Other trends
What other trends and activities is the communication sector occupied with this year, apart from the frontrunner social media? The respondents spontaneously mention accountability, focus on communication via mobile internet and crisis communication in light of the economic crisis. After presenting trends, it also appears that content marketing and storytelling are enjoying increasing interest (from 35% in 2012 to 48% in 2013).
The focus on accountability fits in perfectly with the spirit of the times, in my opinion. When the belt has to be tightened, it becomes extra important to be accountable for what you do. Not only for how much you spend and on which communication efforts, but also for the way in which choices and decisions are made.
Budgets
According to a majority of respondents, less will be spent on marketing and communication in 2013 than in 2012. This expectation applies to both their own organisation and the marketing and communication budget in general (41%/51%). However, this is a slightly more positive expectation than in 2011 (43%/59%).
Expenditure
The panel consists of communication employees, advisors and managers. This year, the research into trends in the field of communication took place for the second time. By repeating the research, the initiators hope to gain insight into developments within the field in the long term.
This year, a total of 172 panel members completed the online questionnaire. Read the full research report here (PDF). Communication professionals who would like to give their opinion on developments within their field can register for the panel .