2017: PR and digital marketing trends to consider

 

The industry is challenged with trying to engage audiences in a market that is saturated with information. This year has been a tumultuous one, defined by the desire for endless streams of content, accessible any time, any place. But what does this mean for PR and marketing in 2017? Here is a rundown of trend predictions to help in the mission to create campaigns with a lasting impact.

Content distribution networks via online influencers

The high demand for creating content that is diverse and shareable will continue to grow. For an online media website or traditional newspaper article to make the biggest impact, PRs will need to maximise accurate and legitimate content from VR, videos, GIFs to quality imagery.

Beating post truth syndrome 

In 2017 we will see PR playing a bigger role in becoming a reliable information source for media outlets in the current post truth world climate. It will be key that agencies maintain positive reputations for their management of information, reliability and professionalism. A trend that will also be pushed by Facebook and other online platforms, who are beginning to establish specialist departments to counteract 2016’s issues.

Mobile technologies & digital target audiences

As we enter 2017 mobile technology remains one of the fastest growing forms of media with UK 85% of adults aged 18-49 using mobile devices simultaneously according to a Google commissioned report. As audiences continue to leave desktops behind in favour of mobiles, which provide a 24-hour means of searching and viewing, in order to survive PR and marketing strategies must be mobile-focused.

As the need for content becomes relentless, PR and marketing plans must consider greater creativity and a greater volume of content. In 2017, we will see brands seeking to create greater emotional connections and with shoppable ads creeping onto online platforms brands need to make sure content is innovative.

Social media domination 

The launch of Facebook live meant for the first time users could live stream anything, anywhere for all their friends to see. This move towards streaming content seeks to meet the demand for ‘in the moment content’ with more and more apps set to introduce live streaming capabilities. As the industry faces a constant battle with engagement, live content offers the chance to directly interact and inspire audiences.

Social media has also lead to the rise of ‘the influencer’ who may seem like just a snap happy blogger but in fact has the ability to shape opinion. Social media has the power to make or break a campaign and as public trust in advertising dwindles, consumer surveys report a large majority of us trust recommendations from people we don’t personally know. In 2017 it is clear that influencer-marketing strategies could be a major part of propelling a brand to the top of the market.

Augmented reality 

Pokémon Go was one of the most successful apps of 2016 sending the world into frenzy, but as the dust begins to settle it pinpointed augmented reality (AR) as a major future trend for digital marketing.  AR is already big news for the gaming industry but it also holds potential for consumer brands with AR games, ads and apps helping to reinvigorate the market.