OperationsIndustry trends

Global trends change the demands on communication

Powerful global trends are changing consumer demand and, as a result, our clients' needs and actions. Globalization, technological development and the growing importance of business-critical information provide strong support for Cision's efforts to create value for clients.

Growth in the global economy over the last 20 years has brought at least a billion people in Asia, Eastern Europe and Latin America into the market economy and increased democracy. This number continues to grow rapidly, accelerating demand for a market economy's most valuable resource: information. Competition for consumers' favor is constantly increasing, with growing demand for cost efficiencies, structural transformation, innovation and market insight.

Power shifting to consumers

At the same time, a communication revolution is under way. Almost everyone will soon have access to the Internet and mobile phones. The amount of information is exploding and power is shifting to consumers.

Globalization and the information bombardment are changing the way companies and organizations communicate. Brand reputation is becoming one of the most important weapons in the global marketplace in the fierce competition for consumers' attention. The volume of information available through a growing number of channels is making it more important than ever to clearly define what is important, react quickly to improprieties and maintain the best possible control over market reputations.

Positive drivers of Cision's development

These megatrends point to an increasingly borderless information world. They are the driving forces behind demand for Cision's products and services. Companies and organizations must stay better informed about changes around them, and more quickly than ever before, to remain successful. In these efforts, brands are becoming an increasingly important platform for clients' reputations and the success of their companies.

Cision's growth strategies are based on these global trends. Its business model and product and service offerings are closely adapted to clients' complex needs. The strategic importance of communication is growing and decisions on how it is managed are moving up the corporate hierarchy. Comprehensive international solutions are required to control and improve the efficiency of growing communication flows. Cision's clients want relevant information quickly, at a cost that can be weighed against clear, measurable results.

Growing importance of brands

Companies with a good reputation have a lot of advantages. They can often charge more for their products and services. They find it easier to recruit the best employees. They are better able to manage crises. Demand is increasing for communication tools that evaluate the strength of brands among a range of audiences. There is a growing need to be able to measure and evaluate various communication strategies and activities in national and international markets.

Information clutter creates challenges

The tremendous increase in the number of media channels and communication flows creates great challenges as well as opportunities. There is a growing need to identify business-critical information and to analyze and structure it as accurate decision guidance at a speed that offers competitive advantages. The ability to quickly monitor trends, competitors' activities, changes in the marketplace and buyer habits is taking on greater value. Quickly uncovering business opportunities or imminent crises can have a decisive effect on the bottom line.

Technological development increases demand while facilitating access to services

Digitalization creates new solutions to plan, distribute, process and analyze information. Clients are increasingly interested in digital sources, software solutions and services supplied through their intranets. Content and design are adapted to each client's needs.

The Internet gives our clients new opportunities to broadly and accurately, simply and cost-effectively reach new and old target audiences. It also provides new opportunities for effective dialogue and to gather information on consumers' attitudes and behaviors.

The importance of the Internet is reinforced by the practically limitless opportunities for users to create and spread information. Individuals and businesses utilize the ability to spread negative and positive opinions about companies, products and services. This new form of information distribution and opinion making is a growing global force that is critical to any company's or organization's reputation. It requires greater attention, communication presence and control.

Cision well positioned

The impact of global megatrends makes communication and the media among the most dynamic areas of the global economy. As the only player in the industry with global capacity, Cision is well-positioned to capitalize on this to create value for clients and shareholders. Cision is continuously enhancing its offering to maintain leadership in integrated solutions for clients that work in an international environment where brands are growing in importance. Cision wants to be the best partner for effective communication that creates distinct, measurable value.

The industry's drivers