I don’t know about you, but for me 2018 flew by in the blink of an eye. No two days were the same as we managed crises, built reputations, uncovered audience intelligence and created genuine connections between brands and their audience.

As we move into 2019, we know it will be nothing like the year that came before it. After all, ‘business as usual’ doesn’t exist in our world.

So what will 2019 bring us? Here is IMPACT’s take on what’s going to influence our industry this year:

 

Audiences matter more than ever

Our role will continue to diversify as we ensure our insights, storytelling and connections evolve as our audiences do. Brands can’t begin to communicate with audiences unless they know who they’re talking to. While data has its place, understanding human behaviour is essential if businesses want to develop messages that resonate, and inform campaigns with deeper insights.

Corporate influence

People like to do business with people they trust. This is a value we’re seeing more of, particularly in younger demographics who tend to have a strong sense of purpose over who, what and where they purchase products and services. There will be a greater opportunity, and greater need, for corporate leaders to build their personal brand, in service of their company’s reputation.

The power’s in the opinion

Audiences will no longer have an appetite for news, commentary and data that doesn’t have a strong opinion that sits behind it. Without going down the controversial route, spokespeople will need to have fully informed opinions with a strong call to action if they want to gain cut through.

PR and SEO will finally work hand-in-hand

The foundation of PR is built on creating and delivering engaging content, and the foundations of SEO is to ensure discoverability. This makes the combination of PR and SEO ideal if organisations want to deliver great content, in the right way at the right time to target audiences. As authentic content becomes a sought-after method to consuming news and content, brands will rely more heavily on their owned channels to reach audiences. Combining the art of storytelling with fully optimised content will go a long way to breaking through and getting noticed in a noisy market.

 

Candi Hindocha: Account Director