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Introduction & Methodology | Profiles | Demographics & Background | Teams, Budgets & Agencies | Future Challenges, Diversity & Inspiration | Crossover Stars | Rising Stars | Sponsored Content: Digital ReductionismThe following data is based on responses from a survey sent to this year's Influence 100, and where applicable, further analysis. Some percentages might not equal exactly 100% due to rounding.
“Further integration of the roles as this is the reality of our world.”
“Continued merging of responsibilities, which will present some friction.”
“The CCO role will continue to gain prominence as companies feel the impact of reputation challenges. I do think marketing and communications will continue to blend together.”
“Closer integration, overlap, and perhaps eventually merge.”
“The gravitational pull drawing them together will only increase. One ecosystem.”
“Increasingly intertwined, and more opportunities to have a seat on the board.”
“As communications, and earned media, gain more respect for the value they bring to brand building, CCOs will carve out a more significant and influential role within the two disciplines, and we will see more CCOs take overall ownership of integrated functions as CMCO.”
“They will increasingly work together in a tighter, more integrated fashion. There is no choice but to do so; our constituencies overlap to such an extent that it is imperative.”
“CCOs will increasingly have a seat on executive committees/boards in view of the importance of their advisory role on matters of reputation and company and CEO positioning in an increasingly fractured world. However, CMOs and CCOs will need to increasingly collaborate as the divide between earned, owned and paid channels continue to blur.”
“Big impact in the medium and long term as AI is employed to help advance stakeholder engagement, both internal and external.”
“They will make the industry think and change the way data is garnered and analysed. In the long term they will become a robust partner for insights generation, measurement, predictions and will help communicators take better decisions.”
“Targeted advertising on social media platforms will take budget away from some PR functions.”
“Ultimately better campaigns – creation and delivery of targeted messages. In the medium term: more accurate and affordable PR technologies.”
“These technologies are transforming communications, marketing and stakeholder engagement across every industry.”
“Longer-term it could have a tremendously beneficial effect in terms of data analysis, evaluation and targeted, personalised campaigns.”
“Main impact in the medium term, particularly if AI can generate intelligent content.”
“Medium term it will help to optimize allocation of resources, long term it will create moral challenges as machines will start to have opinions.”
“Major medium to long term impact as algorithms will increasingly be used to segment and target audiences in real time. Already having an impact on news coverage, as bots now generate 5% of Bloomberg's coverage output.”
“Hopefully they will help creating more impactful and targeted marketing in more effective industry. AI will probably demand completely new capabilities and create new professions in the industry in the long term. There will be competition over qualified professionals.”
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