Sophisticated communication recipes are increasingly contributing to corporate success
Communication trends – What can we expect in 2019?
Communication within and by companies is undergoing significant change, further accelerated by technological and social developments. What will the communication trends be in 2019? We take a look into the future so that we and our clients are prepared for tomorrow’s challenges. In a nutshell: communication is becoming more complex, more digital, more ‘niche’, more dialogue-based – and therefore increasingly exciting. Sophisticated communication strategies are playing an increasingly significant role in corporate success.
An overview of the K-Trends for 2019:
- Integration and complexity are on the rise: digital transformation and public engagement are merging various communication disciplines
- Product communication is increasingly relying on influencers
- User-generated content pays dividends for brands and credibility
- Storytelling and explanatory videos are enjoying steadily rising popularity
- Conclusion: Communication channels continue to branch out
Integrated communication services – digital transformation and public engagement on the rise:
The various communication areas within companies and organisations are becoming increasingly interconnected to cover all aspects of a topic. Consequently, there is a growing need not only for individual communication services, but also for a multidisciplinary integration of different communication areas. To name just two examples: successful public engagement requires close coordination between corporate, product and crisis communication, including media relations and public affairs. With regard to digital transformation, too, internal communication and change communication must go hand in hand to overcome communication-related challenges. Cross-functional consultancy spanning multiple topics will thus become the method of choice in future. And digitalisation is taking on increasing importance in this context.
Authenticity and credibility through user-generated content.
Customers and consumers no longer want to receive ‘just’ advertising; instead, they are increasingly demanding authenticity and credibility from their brands. Companies are therefore no longer viewed in isolation from their environment, but must take a stance on social or political issues. The challenges here include identifying the relevant issues and taking a position on them. User-generated content is also becoming increasingly central to credible communication. Employees are increasingly becoming brand ambassadors.
Micro- and nano-influencer marketing in the communications mix.
Another trending topic where credibility plays a major role is influencers. According to a survey by the BVDW, 61 per cent of companies intend to spend significantly more money on influencer marketing in 2019. Micro- and nano-influencers are becoming increasingly popular – 63 per cent of companies now rely on micro-influencers.* These have fewer followers and therefore a smaller reach, but are more closely connected to the brand and interact more frequently with their followers. In this way, they also contribute to greater credibility.
The field of modern product and corporate communication is increasingly focusing on storytelling and explanatory videos – in both the B2C and B2B markets.
Storytelling will continue to grow in 2019. Storytelling increasingly appeals to customers on an emotional level. This offers the opportunity to counteract the declining attention span of the audience. And still on the rise: explainer videos. In product communication, explainer videos are increasingly being used in both the B2B and B2C sectors and are being distributed particularly via social media channels. They enable a simple, striking and target-group-appropriate presentation of products and services and attract high levels of attention and strong click-through rates – a powerful tool for product communication.
Conclusion:
In 2019, too, the interplay between different areas and channels of communication, as well as credible, authentic communication, remains at the heart of all communication strategies. Many of the trends and changes in communication can be attributed to shifts in society or technological developments. At the same time, communication is playing an increasingly central role in addressing these changes. After all, the right communication measures at the right time are increasingly becoming a guarantee of success for agile and innovative companies.
