Communications
& Marketing Survey
2017/18
Cognito’s second survey
of in-house communicators
& marketers in financial
services, technology and
professional services
Contents
Introduction
A more integrated, digitally-focused
approach – from social to media
relationsPAGE 1
Performance
andbudget
Performance management
Information on the effectiveness
of different channels and activities
PAGE 17
Budgets
How priorities will change next year
– the channels and activities that
are the biggest winners, stickers and
losers for 2018PAGE 19
Challenges
What lies ahead
The obstacles facing
communications and marketing
teams over the next 12 months
PAGE 5
Rise of the machines
The impact developments in
technology will have in 2018
PAGE 6
Mind the (skills) gap
The spread and depth of in-house
expertisePAGE 7
Aspirations
Communicating change
New topics being communicated to
internal and external stakeholders
PAGE 11
Using digital to create
greater value
Changing objectives across the whole
communications spectrumPAGE 12
LinkedIn rules thewaves
Exploring how different channels are
evolving in importancePAGE 13
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