Marketing & Media trends
Marketing & Media trends
- Tech democratisation will set the tone for 2021Andrew Smit and Johan Walters
Construction & Engineering trends
- 3 major trends in the commercial property space in AfricaPeter Hodgkinson
- A bright horizon for South Africa's energy landscapeBarry Bredenkamp
- Achieving developmental goals through constructionCyril Vuyani Gamede
CSI & Sustainability trends
- Time for NPOs to show their real impactKeri-Leigh Paschal
- 5 sustainability trends that will shape business in 2021Christelle Marais
- 4 trends set to continue or be re-interpreted in the NGO sectorInnocent Masayira
- Strengthening NPO skills and processesNazeema Mohamed, Feryal Domingo and Soraya Joonas
- Sustainability is key for social investment in 2021Keri-Leigh Paschal
- 4 trends in employee skills development and training you need to know for 2021Siphelele Kubheka and Desikan Naidoo
Energy & Mining trends
- 10 predictions around fintechDominique Collett
- The 4 themes for the new yearAndrew Duvenage,
- 3 wealth management trends to watch in 2021Maarten Ackerman
- 4 strategies to rethink investing in SMEsKuhle Mnisi
- Microinsurance ready to reach new heightsMarius Botha
- Finding alpha in the age of Covid-19Nema Ramkhelawan-Bhana
- Purpose or profit. It's not a choiceMike Middleton
- Shifting towards a digital - but still human - approachHenry van Deventer
HR & Management trends
- 4 areas in which your business can practice its swivelFrancois Kriel
- 5G is coming. Here's what it could mean for SASamantha Naidoo
- 3 big issues demanding legal attention this yearJonathan Veeran, Nozipho Mngomezulu and Burton Phillips
Logistics & Transport trends
- Auction industry survival depends on going virtualJoff van Reenen
- Covid-19 drives new trends in local property marketMarcél du Toit
- A bold year for beveragesAlex Glenday
- Acceleration of digital paymentsJonathan Smit
- Safety vs sustainability - the packaging industry's key conundrumNthabiseng Motsoeneng
- The evolving e-tail landscapeVilo Trska
#BizTrends2018: The rise (and rise) of influencers and specialists
The communications industry has changed substantially over the last few years with digital, social, influencers, fake news, the speed of the news cycle, the era of distrust... and in 2018 (and beyond) the speed of these changes shows no signs of slowing down.
Kevin Welman, director and co-owner of ByDesign Communications.
The first of these is the continued emphasis on influencer marketing.
It’s no secret that traditional media has for some time been taking social media’s punch on the chin. Consumers are increasingly connected, distracted and in motion. They expect brand interactions to be instant, relevant and succinct.
Social media allows them to choose how they consume news and brand messaging, and to choose who they want to receive this information from. But, consumers overwhelmingly choose to follow celebrities and personalities over respected journalists and this creates massive potential for fake news to be readily accepted and quickly shared.
Result: a marked loss of trust in, and respect for, media.
The net effect of this trend, and one that communication professionals need to be cognisant of, is the still-growing importance of influencer marketing. Word of mouth has always been the strongest form of endorsement. It follows that trusted influencers are the online equivalent of high-value editorial endorsement. A communications firm that is fluent in the voices of the brands that it represents, will identify key influencers and work with them to deliver authentic, quality content to the right segment, in the right style, at the right time.
A clever influencer marketing campaign can be strategically executed across the lines that separate social from traditional media and this talks to a viewpoint I want to dispel: social media is not, and will not, replace PR.
Innovative social media platforms and tools are changing how consumers view media and how communications practitioners approach media. But, while social media channels reach some audience segments very effectively, they need to be worked into a cohesive, over-arching strategy that includes traditional channels to reach all the segments that brands need to talk to.
A stand-alone social media campaign simply doesn’t have the reach or the integrity that brands need to communicate effectively, consistently and credibly with everyone in their audience.
The rise of specialists
In 2018, I also see communications firms partnering more with specialists that focus on one aspect of the communications mix only and can be contracted in as circumstances demand.
Dedicated social media agencies have been around for a while already. Some agencies solely generate content. Some consultants only do crisis work. Others work exclusively in the technology space.
At ByDesign Communications certainly, not all our clients need these skills all the time, so not keeping them on our payroll helps keep our overheads down and our team focused on doing what we do best. But in times when there is a short-term need for in-depth analytics expertise, for example, we’re able to bring specialists on board at short notice, cost-effectively, with minimal disruption, for maximum effect.
Communications practitioners are more and more an extension of their clients’ teams, so managing ‘experts’ as part of their larger offering is going to become more commonplace.
Read more: Kevin Welman, communications trends, ByDesign Communications, media and marketing trends, trends Africa, trends South Africa, trends 2018, BizTrends2018