A sharp increase in client interest in measurement and evaluation in the last year is reported in the latest International Business Monitor study published by AMEC. In the research, 71% of members reported that senior level communications professionals in client organisations were driving the client interest.
A record 94% member response rate was achieved in this year’s study.
The new trends come as members reported industry growth of 10% for the year 2010-2011, a healthy figure given the ongoing uncertainty focussed around the Eurozone. Although overall somewhat down in comparison with growth of 14% in year 2009/10, it is encouraging that smaller firms are once again growing in line with the rest of the industry.
Peter Granat, CEO of Cision, North America and Chairman of AMEC’s Business Development Committee, said he said he was pleased to see the 10% industry growth figure in “a tough trading climate”. He was also encouraged by the increase in client organisations now talking about and wanting to use measurement and evaluation. “It underlines the importance of AMEC’s work in education on an international scale”, he said.
Mike Daniels (pictured above), Chairman of AMEC commented on big increase in measurement amongst the client community over the past 12 months.
He said: “The results of the latest monitor are a vivid reflection of the success of AMEC’s work to educate the international marketplace about the importance of communications research and measurement. It’s encouraging to note continuing growth for all segments of our membership, especially in a macro-economic environment of low or negative growth.”
Other key results of the study are:
- 80% of members were supportive of an AMEC industry wide international campaign how to specify communications research and development.
- Almost half (47%) feel that client briefs do an accurate job of communicating the value of programme research and measurement, but 38% feel it is undervalued. Note: – this will be the subject of a special Dublin European Summit workshop by K C Brown of Cision.
- More than half (57%) of AMEC members feel senior level comms professionals in client organisations have the greatest influence on the prioritization of research and measurement.
- Overall, 58% feel the uncertain economic climate is having a negative impact on business growth, in particular uncertainties around the Eurozone.