Access Intelligence – The market opportunity
As the only platform to combine media, influencer and political intelligence in one place, the Access Intelligence Group delivers a new breed of solution in this rapidly developing market. As we invest in our people and technology to accelerate the development of our data insights services, we increasingly will connect to the present and future needs of the PR and Communications professionals but also to the “New CMOs”. Our ambition is to develop the platform that informs, enriches and empowers existing networks and provides the contacts – and the intelligent context – to create new ones.
The PR and communications industry is worth £14.9bn (PRCA/Norstat census (2019) – 8% growth YoY 2018 – 2019) and while healthy, the sector is undergoing transformation driven by convergence with the broader marketing sector. This convergence is led by the rise of influencer and content marketing, “earned media” tactics that have much in common with traditional PR and are outperforming “paid media”.
Macro business and socioeconomic trends are also rapidly changing the communications landscape. These include the fragmentation of traditional media, exponential take up of social media and the increasingly direct link that company reputation has with share price performance. The speed of social and its potential risks are prompting in-house teams to take back control of their marketing and communications activities from agencies – and the CMO is taking full ownership of budgets with “influence” at the heart of a combined discipline.
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).