Everyone needs to implement technology well to execute their PR strategy. Interestingly, more than 85% of PR professionals expect their focus on technology to increase significantly over the next five years. Proof that staying up to date with the latest trends is so vital.
Here are four technology trends transforming PR and communications in 2017.
Big data needs big analytics
Your ability to track the effects of your PR campaigns is increasingly important. Communicators used analytics platforms to a great extent, making them part of the top-of-class tools used in 2016. And the hunger for more data shows no signs of being sated. Data underpins every aspect of modern marketing and PR because platforms are, increasingly, including some built-in analytics capacity.
The shifting social media landscape
Your communication with customers is increasingly being played out on social media, rather than on traditional channels such as email or telephone. When today’s customers have a problem or question, they expect you to contact them through social media and they expect to receive an almost immediate response. In short, brands need to be active on social media. And brands need to be ready to interact with fans, in real time.
In 2017, experts predict that Facebook, Pinterest, and Instagram will become increasingly important to marketers and PR professionals because of their highly engaged audiences. However, 2017 may be the year that Twitter’s popularity finally begins to wane.
Video is the future of communication
The online world is experiencing a revolutionary shift from a reliance on text-based content toward video. Thanks to high-speed Internet connections, even when browsing on mobile, communicators can embrace video without worrying about alienating audiences. In a world where fake news abounds, and consumers feel they have to be on the lookout for scams, you can create authentic videos to build trust.
More than 50% of communicators already use video and image-creation software, being one of the most popular tools. Also, demand for them can be expected to grow even higher in 2017. To get ahead of the trend for authentic videos, you need to pick the right creative tools and learn how to use them to create engaging content.
Email still matters
In 2017, email remains an incredibly important form of communication between businesses and their customers. However, communicators will need to change how they use this traditional marketing tool. Customers are more likely to view their emails on mobile phones, so expect to see the average length of an email shrinking to fit the smaller screen size. Communicators will also probably begin to integrate email with other aspects of their communication processes. For example, the latest generation of chatbots can send emails to customers, using data from conversations to personalize the email. The more you personalize your emails, the more valuable they will be for building stronger relationships with clients.
Staying on-trend with technology
Read Technology elevates its role and impact to keep up with the latest communication trends. You’ll find information about the most recent tech tools, along with tips on developing your PR strategy.