What’s in store for communicators, PR pros, and marketers in 2012?
It’s that time of year again! It’s time for the PR, communications, and marketing world to look at the challenges and opportunities ahead. It’s time we determine what’s in store for our businesses, our industry, and our way of working.
We spent weeks scouring the web, talking to industry experts, and listening to our customers. We wanted to boil down the changes we see shaping the PR and marketing landscape to ten essential trends.
After doing our research, we noticed a red thread going through the majority of the trends we highlight below. The changes in the PR and media landscape distinctly reflect the changes in human behavior we’ve been observing and experiencing ourselves over the past few years – changes brought upon by new technologies. Think about how we consume information nowadays, as well as what we expect from the creators of this information in terms of presentation and access. Think about how you as content creators aim to share and spread this information in order to gain maximum exposure and engagement.
For us, the trends below are about understanding these changes in human behavior, the technologies that affect them, and the engagement you can create from giving your audience a sense of achievement, empowerment, authenticity, and fun. Hopefully our research will give you – the communicator, the PR pro, or the marketer – the tools, the motivation, and the knowledge to tackle the challenges head-on.
We live in amazing times, but it can only get even better in 2012!
1. Digital First
Companies and organizations now consider digital their most important channel.
2. Decentralize Social Media
Ownership of social media is spreading, rather than being handled by one person.
3. I Get By With A Little Help From My Friends
Crowd-generated digital storytelling will be fully embraced.
4. Customize This!
The Internet will become more personalized and effective, catering to an individual’s needs, not a target group.
5. Brand News World
Companies and organizations need to start thinking like journalists when creating and curating stories around their brand.
6. Online Goes Offline Goes Online Goes Offline
Connecting and leveraging digital channels with physical, offline activities will be key.
7. Come Out And Play
The gamification of online experiences will start dominating all online activities.
8. Life On The Go
Mobile will continue to be the most important platform affecting our daily lives over the next years.
9. In The Eye Of The Beholder
Two exciting and innovative technologies that will affect the digital world next year.
10. Content Is King, But It’s The People’s Kingdom
A brand is defined by the people within it, as well as those around it. There is no B2B or B2C, it’s all P2P: people-to-people.
Appendix: Some Recent Events
Change is painful. Two recent events that reflect how companies and organizations tend to react to changes they can’t control – changes in human behavior.