LONDON, May 31, 2012 – A sharp increase in client interest in measurement and evaluation in the last year is reported by the International Association for Measurement and Evaluation of Communication (AMEC).
In new research published by AMEC, 71% of members reported that senior level communications professionals in client organisations were driving the client interest.
Another new trend is that that 85% of AMEC members have seen an increase in the number of clients asking about social media measurement for the first time. More than eight in ten (83%) also reported an increase in client requests for social media measurement in the past 12 months.
The study showed that half of the AMEC members taking part in the survey now have their own separate team for social media evaluation. One in four has partnered with a recognised firm of social media evaluation specialists.
The results are shown in the International Business Monitor study from AMEC, which is the most comprehensive overview of firms engaged in the media intelligence sector on a worldwide basis. A record member response rate of 94% was achieved in this year's study.
The new trends come as members reported industry growth of 10% for the year 2010-2011, healthy growth given ongoing uncertainty focussed around the Eurozone. This compares with growth of 14% in year 2009/10. Smaller firms are now back growing in line with the rest of the industry.
Peter Granat, CEO of Cision, North America and Chairman of AMEC's Business Development Committee, said he was pleased to see the 10% industry growth figure in "a tough trading climate". He was also particularly encouraged by the increase in client organisations now wanting to use measurement and evaluation. "It underlines the importance of AMEC's work in education on an international scale," he said.
Added Granat: "Last year we expressed surprise at the disconnect between client interest in social media and the small proportion of clients actually asking for social media measurement. What we are seeing in this year's study is that the long-awaited client interest in social media measurement has finally happened."
Other key results of the study are:
- 74% said AMEC's initiatives to develop global social media measurement principles is important for building their business.
- One in three clients now includes social media measurement within the scope of the work commissioned.
- Almost half (46%) think client budgets are being squeezed as funds are diverted into social media.
- 54% of members said interest had increased in linking media analysis metrics to outcomes.
- 80% said AMEC's work on an industry wide education programme to educate PR professionals how to specific communications research and measurement was important.
AMEC is presenting the 4th European Summit on Measurement in Dublin from June 13-15. More than 150 representatives from measurement companies and PR agencies in 25 countries will discuss industry-wide metrics and measurement techniques. To register go to http://ameceuropeansummit.org/.
Note to Editors:
AMEC is the International Association for Measurement and Evaluation of Communication, the global trade body and professional institute for agencies and practitioners who provide media evaluation and communication research.
AMEC currently has more than 120 members in 41 countries worldwide.
For More Information:
Executive Director, AMEC