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Multi-Channel Communications Challenge: Research & Results

Print Remains the Most Often Used Channel, but Workflow Shifting to Electronic as Primary Channel
 
It is not surprising that print continues to be the most dominant way to deliver communications while wireless content delivery lags behind. Although it is certainly not going away, there are signs of a decreasing reliance on print, with other channels gaining momentum. To determine the importance of each communication channel, CAP Ventures asked a group of respondents to indicate the percentage of their multi-channel content or documents that are delivered through each individual channel.

Based on the percentage ranges given by respondents, it is possible to calculate the average percentage of content delivered to each channel. The averages show a bit more clearly what we determined above: while print is the most highly used channel, it is losing ground to other channels. Channel use shows consistency across company sizes with a few notable exceptions:

• Large companies had a higher percentage of their content delivered in print (44.6%) and internally-facing Web sites (26.4%) than small and medium-sized companies.   
• Medium-sized companies had a higher percentage of their content delivered through mobile devices for text and graphics (16.4%) and audio (12.6%) than small and large companies.   
• Small companies had a lower percentage of content delivered in print (35.6%), internally-facing Web sites (16.7%), and multiple Web sites (13.5%) than medium-sized and large companies.

When documents and content are produced (especially for types that will be accessed by a large number of readers), workflow processes are commonly used to ensure information accuracy, completeness, message, and tone. Workflow processes often provide a safeguard that procedures have been followed and that designated people see and approve the document in various stages of completion. Workflow processes are typical regardless of which channel is being used to deliver the content. Workflow processes are often different for each channel, however, and fine-tuned to suit specific requirements. The types and details of workflow are numerous, but to understand the general approach, research participants were asked to identify what percentage of their multi-channel content is produced using various workflow types. The results are outlined in the table below.

Table 1: Percentage of Content Produced Using Workflow Processes

Single-source publishing, the least-often selected multi-channel related workflow, still captured a significant percentage (19.7%). This percentage is consistent with the mean percentage of content being managed in an XML format. Although it ranks lowest on the table, the percentage of single-source publishing through the use of XML that is produced with workflow is notable.

Print workflow remains the most prevalent way that content is produced. Nevertheless, this is changing dramatically. To better gauge the progression from print-oriented workflows to electronic, respondents were asked to identify the percentage of content for which the following statement holds true:

The first priority was to publish content in a print-ready format (e.g. PostScript, PDF), with other channels and formats (e.g. Web, wireless) to follow. Now, the priority has shifted to electronic delivery of the content first (e.g. Web, e-mail), with other formats such as print to follow.

The mean percentage of content for which respondents indicated the statement was true was 38.3%. That indicates that for over one-third of content and documents, print is no longer viewed as the primary channel.

Although there is not a metric to compare these results to, we believe that this represents a significant shift in content production. Of course, this does not mean the content is not also printed, but rather that it is printed after being published to an electronic channel or by the information consumer if and when it is needed. It also may imply that the content was not developed with print specifically in mind. As users and organizations become more reliant on the numbers of different electronic channels available, we expect the percentage of people who agree with the statement above, and are moving away from “print first,” to increase.

The preceding is an excerpt from CAP Ventures’ Multi-Channel Communication Challenge report. The complete document is available immediately. To learn more about the report or to make a purchase, please contact Allison Jones at , ext. 208 or .