Omni-channel communications creating demand for analytics
Omni-channel communications are becoming increasingly important for companies, with organisations in turn looking for new levels of information to guide their engagement strategies. This has led to a significant growth in the use of analytics and other tools to try and better understand how communications across these avenues are influencing members of the public, according…
Omni-channel communications are becoming increasingly important for companies, with organisations in turn looking for new levels of information to guide their engagement strategies.
This has led to a significant growth in the use of analytics and other tools to try and better understand how communications across these avenues are influencing members of the public, according to Frost and Sullivan.
The research company has recently predicted that analytics and engagement strategies have reached a tipping point, where they are now able to offer a much greater level of information for companies.
The result will be significant growth in this market, with global revenue from these programmes expected to reach more than US$4 billion in 2020, compared to only US$1.26 billion in 2013. While this growth is impressive in itself, Frost and Sullivan suggested that it represents a paradigm shift in the way companies monitor and evaluate the success of their digital channels.
Frost and Sullivan Digital Media Industry Analyst Hiral Jasani suggested these trends were having a profound impact on company marketing efforts, specifically around mobile engagement.
“As consumers spend an increasing amount of time on mobile devices, marketers are also looking at optimising mobile channels using analytics for push marketing,” said Mr Jasani.
“Mobile analytics is transforming the way brands approach digital marketing, and is expected take over from conventional analytics in the near future.”
While these changes represent a strong opportunity for companies, many organisations are struggling to realise this potential. With devices proliferating, there is an increasing recognition that existing corporate communication strategies are not going to be comprehensive enough to handle new channels.
As analytics and data become an increasingly important part of a company’s perception management, individuals who can fill these skill gaps are likely to be in high demand across Australia.
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