May 01

Cable executives struggle with same C-suite fears of digital

I was fortunate to be among the panelists in a recent CableFAX webinar. The subject was digitalCf
communications and, as was the case with my recent PR News webinar, the topics ranged from best practices and budget spends to lessons learned and ‘digital ownership’ within the organization.

CableFAX leveraged the webinar to release the findings of an industry survey on the subject. Interestingly enough, the results were almost identical to the one we’d conducted six weeks earlier with PR News (note: our sampling of 500 marketing communications respondents represented all sorts of corporations, agencies and non-profits. CableFAX’s reflected opinions from within the cable industry).

CableFAX respondents said digital was still a relatively small part of their overall PR budget (56 percent said it accounted for between 11 and 25 percent of the total). Less than one-quarter expected the budget to increase slightly in the next year. The remainder saw little or no budget increase whatsoever for digital.

That said, forty-four percent of respondents believe their digital efforts to date have been somewhat or moderately successful. And, a whopping 58 percent identified a ‘lack of funds’ as the number one hurdle to advancing digital’s use within their organization.

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