As the digital landscape continues to evolve at an unprecedented pace, companies are finding themselves at a crossroads.
Our latest Web Management survey, in which senior corporate communications professionals anticipate their main challenges for both the short and long term, reveals a complex set of challenges, from keeping up with technological advancements and crafting effective communication strategies to managing resource constraints and structural silos.
The main challenge for companies today lies in not only keeping pace with rapid technological advancements and changing stakeholder expectations but also staying ahead of them.
In the next 12 to 18 months, companies anticipate several intertwined challenges that underscore the need for agility, creativity, and strategic foresight in digital communications.
At the forefront is the challenge of crafting engaging, relevant content that resonates across diverse stakeholder groups. Companies must navigate the complexities of aligning digital communications with broader corporate strategies, ensuring a cohesive and impactful online presence. This involves embracing a multi-format approach to content creation, from text and visuals to interactive elements tailored to meet varied stakeholder needs.
The imperative to digitalise customer interactions and enhance user experiences is pressing. As digital transformation reshapes industries, companies are tasked with overhauling their digital platforms to offer intuitive, user-friendly interfaces that meet the high expectations of today's digitally savvy audiences. This encompasses everything from website redesigns and accessibility improvements to integrating advanced functionalities that streamline user journeys.
The right organisational support structures are essential. Businesses must overcome resource constraints and structural silos to simplify their daily work and ensure aligned communication and messaging. This challenge highlights the importance of assembling skilled teams and establishing processes that enable swift, effective responses to digital opportunities and challenges.
Looking ahead, our survey also identifies critical areas that will shape the digital strategies of companies over the next five years.
Digital transformation and user experiences are also the biggest challenges in the long term. The ongoing need for digital transformation underscores its complexity and centrality to future success. Companies must stay ahead of emerging technologies and evolving user expectations, continuously adapting their digital offerings to maintain engagement and competitiveness.
When respondents were asked to articulate what they most struggle with when it comes to digital transformation, one respondent said:
Maintaining the development of the of websites and other channels to align with the expectations of external stakeholders while still delivering value to the prioritised areas of the business.
Another respondent said:
Keep up with the speed with digitalisation and provide relevant services for target groups on the website.
As digital content becomes increasingly central to corporate communications, companies face the challenge of managing digital assets while ensuring content remains fresh, relevant, and aligned with strategic objectives. This includes leveraging data analytics to inform content strategies and exploring new formats and channels to engage different audiences.
The rapid pace of technological innovation poses both opportunities and challenges. Companies must stay up-to-date with the latest developments and trends, exploring emerging technologies such as AI while preparing for the implications of advancements like Web 3.0.
The respondents elaborate on what technological challenges they're facing:
Keeping up with new trends, and the many different needs of users/customers. The digital landscapes of different platforms will spread the users thin on each, making it difficult for us as companies to find the right platforms or choose only a few. It will force us to choose all, otherwise, we will risk losing exposure opportunities.
How internet will work with the new AI functionality that has come and is coming. Will people even visit websites, or will the websites just be there to feed AIs the answers?
Understanding how AI will change web management. WEB 3.0 - what does it mean?
The digital age brings heightened risks, from cybersecurity threats to the spread of misinformation. Companies must develop robust strategies to protect their online reputation and manage risks effectively, ensuring they can respond swiftly and decisively to any threats that arise.
Elaborating on these risks, respondents highlighted the following challenges:
Anti-corporate sentiment, fake news, pressure groups, social media campaigns and activism.
Countering disinformation, fake news and pressure from stakeholder activism and political opponents; a lack of knowledge about our industry leading to ignorance of the issues.
Uncertainty, both in terms of geopolitical changes and disruptive technology changes.
As we've seen, navigating the digital landscape presents many challenges, from crafting engaging content today to preparing for the technological shifts of tomorrow.
Comprend specialises in helping businesses navigate these complexities. Leveraging technology as an enabler, we decode complexity to find solutions to influence audiences and strengthen brand perception. We can help you make decisions, act fast and measure results.
About the Web Management survey 2024
Every year, we conduct a Web Management survey that provides insights into the current state of digital corporate communications, highlighting the critical challenges companies face today and anticipate facing over the next five years.
This year's Web Management survey was conducted with 65 respondents from 48 listed European companies. The participants represent various industries and roles, mainly from large and medium-sized listed companies. Most respondents hold positions in corporate communications, digital strategy, and web management.
