11 ways communications will change in 2020
The year and decade have just got underway but the Orbit Communications team have put their collective heads together to stare in to the future and guess at what might lay ahead in public affairs, PR, design and social media.
We will be thinking of ways we can use these insights with our clients in the next 12 months.
- Twitter characters will increase; Instagram will introduce better text functionality to counter Facebook fall.
- National newspapers will merge, independence retained through individual social media channels.
- Following Prince Andrew’s disastrous BBC interview, businesses will have a stronger strategy to deal with the what if’s. A solid crisis communications plan will ensure that companies are protected and reputations kept intact rather than picking up the pieces after an ill-advised response!
- Quality over quantity: If previous years have facilitated the rise of misinformation, 2020 is set to be its downfall. As people become more aware of how fake news and misleading information have manipulated society, key players in the communications industry will put greater attention in demonstrating the veracity and legitimacy in the information they convey to their audiences.
- Customers will be part of brand stories: As social media remains the core pillar of digital marketing, interactive brand stories will become paramount for businesses to communicate to their audiences. By captivating customers through intensely personalised content successful businesses will focus on enhancing B2C relationships by inviting customers into the story in order to better understand what motivates purchasing decisions.
- Tactile design will become more sought after as a marketing tool in the next step to help brands stand-out.
- Alexa, can I skip the adverts?”: As on demand TV continues to increase and provide choice for consumers to skip adverts, look for the flip-side of the ubiquity of smart speakers to be the next way that advertising is brought in to the home.
- Video platforms like Tik Tok will thrive as part of a social media focus on a younger generation for audience and content creators.
- Augmented reality will become mainstream, piggybacking off faster connection speeds from 5G and allowing for interactive advertising
- The privacy paradox. Consumers are growingly concerned with their data privacy. At the same time, they expect brands to deliver a personalised experience tailored to them. Brands will need to tread lightly between making things personal and coming off as too intrusive.
- Less typing, more talking. With the growing popularity of voice-search assistants such as Alexa, online content will need to be optimised for longer, more conversational questions that users ask search engines out loud.