Access Intelligence – The market opportunity
Technology has driven the fragmentation of traditional media and exponential take up of social media, with an increasingly direct link between company reputation and share price performance. The global marketing and communications industry is consequently expanding and undergoing transformation driven by the proliferation of influencers and channels.
As influence can change in real time across multiple platforms, companies today need a ‘single’ live view of who is important to their customers and reputation, including understanding when and how to engage. This insight is increasingly important to strategists who use media, political and influencer insight, monitoring and analysis, not only to define marketing delivery but also to test market messaging and determine ROI.
The Access Intelligence Group provides next generation marketing intelligence that improves strategy, reputation management and engagement. We invest in our people and technology to accelerate the development of our data insights, crucial for marketing and communications decision makers to understand where audiences exist, what content is resonant, and how to manage reputation and maximise brand profile now and in the future.
Our vision is to create a next-generation intelligence marketplace that removes inefficiency and improves the effectiveness of information flows between all stakeholders.
Taken together, these trends demonstrate a convergence not only between PR and marketing but also in the production and sharing of information between the public, business, policy makers, media and online influencers. We live in a world of ‘information overload’ where finding credible, expert information is challenging as is identifying who is most influential on a topic or to a business.
Influence can change in real time across multiple platforms which means companies today need a ‘single’ live view of who is important to customers and their reputation, including understanding when and how to engage. This insight is increasingly important to marketers who use media, political and influencer insight, monitoring and analysis, not only to define marketing delivery but also to test market messaging and determine ROI. This is driving growth with the £36.5bn (PWC:2018) marketing industry forecast to increase spend on marketing technology software by 27% in the next four years (Forrester: 2018).