SmartPR lists the main opportunities for the market next year
SmartPR released projections for the corporate communications area in 2024.
“Clients are becoming more demanding every day and, year after year, different sectors of companies come to understand the importance of the press for business objectives, generating achievements that go far beyond communication”, analyzes the founder of the Smart Group, Silse Martell .
The consultancy explains that next year will not be so different from 2023 in terms of economic insecurity, the tense political environment and the acceleration of technological innovations, but the consumer confidence index tends to fall by around 10%. In this context, PR work becomes increasingly challenging and some changes are already beginning to signal a new direction for the market. The first indication is that the pressure for results from the press office is increasing.
Check out SmartPR’s main communication projections:
Digital communities
Innovative brands will continue to invest in digital communities to bring together people with common interests who navigate between tools, consuming and sharing information.
Being the brand that promotes useful content for these communities is a strategy that pays off in the long term.
Blogs
Blogs are once again at the heart of content strategies and digital communities, and play a fundamental role in awarenesstraffic and brand authority.
Companies that have a blog achieve 13 times more results, according to research by the Semrush tool.
Podcasts
Podcasts will continue to grow, and in 2024, the influence of producers of this type of content should expand as well.
Influencers
According to a survey by IAB Brasil, 92% of Brazilians follow tips from digital influencers. For press relations and digital marketing professionals, it is essential to learn how to select and work with the different types of influencers.
ESG
ESG is a prerequisite, not a differentiator. Increasingly, environmental issues and responsibility towards society are becoming companies’ commitment to their audiences, and ignoring each of these factors when communicating a brand is not an option.
(Image: Marvin Meyer / Unsplash)
