15 Years Young: A Look Back and Ahead to the Future of PR, Social and Digital
By Scott Signore
trend data shows that’s already afoot with younger generations. Acknowledging that all things change over time, staying educated on new technologies – opportunities to interact with customers, really – will continue to be key to a brand’s success.
Search marketing will be a BIG – bigger than it is today! – percentage of marketing budget for consumer-facing entities and those who market products and services in technology and B-to-B. It will further drive the creation of content, but it will be the backbone of many programs as opposed to being merely a supporting tactic. We’re working here at Matter to move search to the beginning of the planning discussions, and I expect that’s where it will be across all client accounts shortly.
I think a brand’s genuine and organic commitment to charitable work – as a real extension of the business, not a line about CSR in the annual report – will be even more important. The challenges of those less fortunate are being elevated in the public dialogue – driven by a global “do-better” generation – and businesses will need to have real initiatives that demonstrate how they are paying attention and working to solve serious social issues at home and around the world. Companies that ignore this will be left behind by a generation of customers who prioritize helping others.
Much has changed in our market since we started our business 15 years ago, and much will change in the 15 years upcoming. I’m looking forward to all of it!