Active13: Key trends in corporate communications
The Media Forum Europe Active13, founded last year, initiated a think tank that took a close look at developments in the field of corporate communications. Thirteen representatives from the worlds of science, media and communications met in Munich for this purpose. In cooperation with the market research group TNS Emnid, they formulated thirteen key trends and outlined their significance for the media future of companies.
Communication and marketing in German companies are facing incalculable challenges; with the operation of ever new media channels, decision-makers are facing an incalculable cost explosion. In the midst of a digital tsunami, they currently do not know which media channel to focus on and which direction their investments should take in the future. This is what the Media Forum wrote in a press release on Friday. This scenario was taken as an opportunity to analyze the most important trends at a round table.
The atomization of the media landscape through the explosion of new communication channels, according to one of the analysis results, demands new target group segmentations. The global spread of e-books, iPads & Co. and the imminent market penetration of the mobile Internet also require a radical rethink of content production. Traditionally cost-intensive communication structures must be replaced by a new communication architecture that links all media channels and bundles the central corporate messages more strongly than before. This requires new media logistics that bundle independently operating and scattered media within the company and enable targeted, cost-conscious communication, according to a summary by TNS Emnid CEO Hartmut Scheffler. For media service providers, this offers the opportunity to position themselves in a new function as architects of new media structures.
The Media Forum Europe MFE was founded in 2010 by the Forum Corporate Publishing FCP, the Corporate TV Association CTVA and the Fachverband der Medienproduktioner f:mp as an umbrella organization for corporate communications to provide a cross-media cooperation platform for all members in addition to genre marketing. The initiator and president of MFE is Manfred Hasenbeck.
