Earlier this year, Publicis Consultants | Net Intelligenz, in partnership with crmmetrix, conducted a study to better assess the changing environment and evolving needs of the traditional “audiences” (provided such a thing still exists) when it comes to online corporate communications.

The results confirm the growing importance of the web in corporate communications over other channels, and the prominent role corporate websites still play in this multi-channel, highly-fluid environment.
Nevertheless, such figures are not carved in stone, just like the corporate website is not hosted in a silo. Indeed, results of this study clearly underline a clear credibility gap and the radical shift to alternate online resources regarding certain topics of interest to stakeholders.

Hence, this study confirms the need for evolution of traditional online corporate communication platforms: maintaining or increasing share of voice and credibility will ultimately depend upon the ability to progressively immerse the corporate website in the ecosystem of its online constituencies.

Link to complete study in English (translated from French)

Note: this study was conducted in France