Trends and business models in corporate publishing

Digital communication channels are becoming increasingly important for Swiss companies.In the study, Elisabeth Rizzi, Managing Director Corporate Media, examines the following five hypotheses as part of a master's thesis:1. Increasing digitized media consumption requires communications service providers to offer more cross-media services.Conclusion: The need among customers for cross-media offerings is growing.2. the more digitalized media production becomes, the more international the "sources" of communication service providers.Conclusion: Communications service providers "source" only partly internationally.3. digitization promotes disruptive business models.Conclusion: Digitization promotes disruptive business models in content marketing.4. a small and fragmented market makes it difficult for foreign content marketing providers to enter the market.Conclusion: A fragmented market is not a barrier to entry.5. the increasing strategic importance of content marketing is forcing communications service providers to conduct success analyses.Conclusion: Impact monitoring is gaining in importance.The study is based on previously published studies, as well as surveys of the 20 Swiss Marketing Index "SMI" companies and members of the "Content Marketing Forum" association. In addition, three companies gave a "Best Practice Interview".Results at the "SMI" companiesDigital communication offerings will become increasingly important for companies over the next five years. 33 percent of the companies surveyed believe that apps and platforms will become increasingly important during this period. In the case of social networks, 22 percent estimate that they will become much more important.Currently, 30 percent of the companies surveyed spend more than 20 percent of their "content marketing" budget on digital products. "Content marketing" is becoming more and more strategically important, with 90 percent of companies already having an explicit "content marketing" strategy.Performance reviews are carried out by 75 percent or are planned for introduction. SMI" groups consider performance reviews for online products to be particularly important. It is true that performance reviews are not used strategically, as the focus is still on classic media resonance analyses instead of a corporate strategic "key performance indicator" (KPI)."Content Marketing Forum"Five years ago, no agency could generate more than 50 percent of its revenue from digital products. Today, 59 percent of members make 10 to 30 percent of their revenue from digital offerings. 29 percent of the companies earn more than 30 percent of their revenue from digital.56 percent of the agencies have a dedicated department for digital products. Several are already using disruptive business models.

Source: Swisscontent / youtube"International Sourcing"Swiss agencies use "International Sourcing" only partially. 53 percent of the German and Swiss agencies surveyed stated that they have regular contact with foreign partners. Of the agencies in Switzerland that have regular contact, 78 percent have their headquarters in Germany.

The three most important "sourcers" Source: Swisscontent/ youtube No protected marketFor agencies from Germany, the Swiss market is attractive and the first choice for expansion plans abroad.Need to catch up with impact analysesImpact analyses are only carried out by 65 percent of association members. Another 23 percent plan to introduce such in the next twelve months. Only eleven percent of communications service providers regularly make strategic recommendations for action."Best Practice" interviewsClaudia Wyss, Head of Crossmedia Experience Helsana, Andreas Studer, SBB, and Michel Riedmann, Maxon Motor: Claudia Wyss, Head of Crossmedia Experience Helsana, Andreas Studer, SBB, and Michel Riedmann, Maxon Motor.Conclusion of these three experts:1. companies are looking for partners; not cheap outsourcers.2. partners are important for creation and consulting.3. external communications service providers will remain important in the future.Author: Dominic Karrer