Agility is vital for any organisation in today’s business environment to retain and grow its customer base, no matter what the business. So what does this mean for all of us in the investor communications world? Could it be that the gap between the investor and commercial audiences is not as wide as first imagined?
While some companies are still in the process of transitioning from primarily print communications to online communications, rapidly changing technology and customer/investor needs are driving companies to further invest in communicating more effectively online, including their reporting. How can companies stay on-trend and relevant in the face of rapidly evolving technology and demanding audiences?
Over the past couple of years the focus has been on reaching stakeholders via multiple online platforms (mobile and responsive websites). Now as these channels converge, this is becoming an expected standard, and companies are also looking to promote visits to their sites through site optimisation and social media marketing.
Another more recent introduction to the reporting scene globally is Augmented Reality (AR). AR provides the opportunity to integrate a view of a physical, real-world environment whose elements are augmented by computer generated sensory input such as sound, video, graphics or GPS data. How is the corporate reporting world approaching this fascinating technology to engage with investor audiences? Some brave organisations have taken the leap and produced captivating AR reports to gain audience attention and deliver key messaging in one document. A practical example of dipping your toe in the water for a corporate report is the ability to interact with a static image in a report and link through to a video (such as the CEO’s video message) via your mobile device.
With all this promising technology and new ways to communicate, it’s important to properly define and profile your audience and strategically plan your communication approach for effective results.
Client Innovation Manager