Keeping ahead of the communications curve
2017 is here. And so are new ways of communicating. By Megan Heffield.
HERE ARE SOME key communication trends to take note of in 2017's increasingly crowded and competitive marketplace. 1. Visual communications: We live in a world of information overload, where it can be hard to be heard and have an impact. More than ever, we must craft our communications in ways that will resonate with our audiences. And sometimes, an image or video can travel much further than an article or a blog.
In 2017, businesses should look to harness the potential of visual messaging by building it into their brand, marketing and communications strategies.
A well- chosen image can resonate with audiences for a long time after it's been delivered – as can the brand it's associated with. Stop and think, can I say the same thing with an image?
Video is also growing as a visual storytelling tool. It is dynamic, immediate, helps tell stories and there is also the benefit of making users feel like you're delivering something in real-time. It makes them feel closer and more connected. 2. Snapchat, Facebook or Twitter?: Social media is here to stay. It offers low cost opportunities to reach customers and clients, to advertise and raise the profile of our businesses and to disseminate messages widely. Despite this, many New Zealand firms are still not using social media effectively.
But what social media tools would work best for your business? Which channels are most popular and most effective? Where are your clients connecting online? Where will they be in three, six or 12 months time?
One of the challenges of social media is that it keeps evolving. Businesses need to continue to evolve with it. For example, Snapchat – once largely the domain of the young – is increasing in popularity right across the spectrum. Multiple reports this year have noted a big rise in its popularity. The company has said it expects growth of nearly 14 percent in 2017. 3. Mobile: A 2015 survey on Kiwis' use of smartphones and other mobile communication devices showed 70 percent own or have access to a smartphone (up a significant 22 percent from 48 percent in 2013).
What does this mean for business? With most people accessing information from their phones, it makes sense to ensure our news, information and messages are not just mobile friendly, but mobile driven. 4. Message over medium: Knowing how to maximise the benefits of technology is an integral part of all good communications. But let's not forget that we are dealing with people, not robots. Being tech savvy is not about dehumanising the products and services you deliver, but rather seeing where it can help enhance that unique, personal approach you provide to clients.
In 2017, good communications will be about underlining quality, targeted communication with exciting, innovative, user friendly technology, to provide better results for clients.
The medium matters, but it isn't worth much without a strong message. What makes your organisation stand out, ultimately, are the stories you have to tell and sharing them in a way that makes your clients feel connected with your business. Megan Heffield is a director of public relations consultancy Last Word Writing Services. www.lastwordwriting.co.nz.