Richard Lazar, CEO and Managing Director PPR, ANZ and APAC
The impact of digital technology has forever changed the way we communicate and the topics we discuss.
Organisations around the world are faced with the same challenge of connecting in a world that is becoming ever more complex and cluttered. As communication vehicles and audience preferences evolve, so must we. To help, here are the top changes in communications to keep in mind.
- Brands and journalists are using social targeting to connect with influencers.
According to an international study by Cision, more than half of journalists report they would be unable to do their job without social media, with 57 per cent noting social media improves their productivity.
- Traditional newsrooms continue to shrink as digital news sites grow.
We’ve seen a double-digit decline in newsroom count since the recession, but digital news sites are growing. This is the year to re-imagine what media outlets you consider tier one. Chances are, they’ve changed in the digital revolution.
- Content marketing goes mainstream but new regulations and ad blocking will change the game.
According to the Content Marketing Institute, more than 50 percent of marketers will increase native content production in 2016. This means we will become more reliant on data to reach our targeted audience. Also, as ad-blocking will be more common among millennials and tech savvy audiences, video and visual content that’s worthy of sharing will become the platform of choice for native content.
- Internet of Things (IoT) and the connected customer will change how the world communicates.
By 2025, there will be more than 50 billion connected devices, equating to seven devices per person. The impact of IoT will be as big as the invention of electricity, impacting everyone across every industry. PR will play a critical role in the education process, which will be required both to navigate the technological shift and capitalise on the unique story-telling opportunities IoT creates.
We are even seeing our communications objectives slightly shift as brands and organisations start to appreciate the full extent of the societal tilt in the way we ‘snack’ on media in micro-moments. The vehicles and approach have dramatically changed over the past few years. Now is the time to ask if your brand or organisation has made the changes it needs to meet the consumer/customer appetite for the variety of information they demand.
What do you want to change about how you communicate?