Martech leader Access Intelligence Plc, and media monitoring, intelligence and insights solution provider, Isentia, today announce they will merge operations to meet the global evolution of marketing and communications, surmounting a fragmented media landscape.
The announcement is accompanied by new research from Access Intelligence that reveals that 41% of global PR and marketing professionals believe PR and Marketing are already indistinguishable, and 53% believe it will be in five years.
The survey found the sector in good stead, with 72% of those surveyed agreeing that the leadership team understand their function and the value their team brings, rising to 75% of PR and comms professionals, though falling to 65% of marketing professionals.
This is reflected in the stakeholders marketers consider most important, with internal leadership (65%) the most selected as they look to prove their value. It was followed by potential customers (61%) and existing customers (61%), while for PR and comms professionals, media contacts (80%), existing customers (78%), internal staff (73%), internal leadership (72.5%) and potential customers (72.5%) were the most cited stakeholders.
Additionally, the blurring of roles continues as 17% of marketing professionals say they report to a senior comms role, while 14% of PR and comms professionals report to a CMO.
Through its suite of products spanning media and audience intelligence and campaign activation, the Access Intelligence Group brings clarity to the convergence of PR and marketing. Its tools fuel brand purpose, communications effectiveness, creativity and campaign impact. This will empower marketing and communications professionals, boosting confidence and realigning their customer-centric focus.
With a 6,000 strong global client base across four continents and 10 markets, the combined Isentia and Access Intelligence Group is resolved to make communication more representative and relevant through establishing deep connections driven by audience insight.
The acquisition will see an integration of Isentia’s media intelligence capabilities with Access Intelligence’s flagship product Pulsar. Pulsar provides real-time data analysis of social media, search data and online conversations globally, providing PR and marketing professionals with actionable consumer and stakeholder insights.
Joanna Arnold, CEO of Access Intelligence, said: “This research shows just how much PR and marketing is converging, and it is vital that the tools relied upon by this group keep up with evolving needs. Combined, we have the opportunity to create a next generation of media intelligence that is truly customer-centric and highly innovative to cater to this evolution, providing clients with a deeper understanding of key consumers and other stakeholders. We plan to accelerate investment in Isentia’s existing products as a fundamental part of our innovation roadmap”.