Seven Trends for 2019

Seven Trends for 2019

Charlotte Stoel

Charlotte Stoel

There’s never a dull moment in the communications industry, and 2018 has certainly been no slouch. This year, we’ve seen the roll-out of GDPR, 1.9bn people tuning in to watch Harry and Meghan getting married, Apple achieving a market cap of $1tn, as well as the UK gradually limping towards Brexit.

And we’re sure that 2019 will be no different; in fact, here’s how we think it’ll shape up.

  1. FAANGs will keep being bitten: Governments will continue to see privacy and data handling infringements and continue to prosecute brands like Facebook, Apple, Amazon, Netflix and Google – but the megabrands will also throw their weight around. If Zuckerberg can ignore a Parliamentary summons, he’ll keep doing so – but we anticipate that more ugly truths about social networks will continue to rear their ugly heads
  2. Digital Rebound: As trust in major social networks declines, there will be a slow and gentle backlash against digital channels. The ‘online/offline’ division will cease to be important, with the upshot that the online world eventually loses its halo. Consumers will start to realise the value of real, physical interactions rather than social feeds that provide fat rather than protein to their social diets
  3. Companies achieve comms balance:With the ‘social influencer’ hype over, organisations will lose their magpie tendencies and work towards balanced comms plans, regarding channels as exactly that – rather than seeing them as strategies
  4. eSports starts to be seen as mainstream: Brands (and gamers!) have been pushing at this for a long time, with all kinds of firms getting involved and wanting a slice of the pie. With Epic Games putting $100m behind Fortnite tournaments for a single year – three times the Wimbledon prize pot – the gaming world is fast ascending and 2019 see more eSports coverage than any other year to date
  5. Skills for the AI world: This trend cuts across more than just the comms and marketing industry, every industry is impacted by AI in some way. We’ve all come across the drive for ‘soft skills’ – like management, leadership, writing etc, but a new generation of soft skills will emerge that are crucial in the AI world. They represent something robots can’t do and will include emotional intelligence, strategic decision making and ethics
  6. Death of being ‘marketed to’: If marketing isn’t entertaining then customers won’t engage. Webinars are becoming more like chat shows, inviting the audience in. People follow brand social feeds if it’s a fun experience and entertaining, not just to keep track of deals
  7. The funnel is changing: The current sales funnel prioritises transactional relationships but that’s changing rapidly. Brands are winning over customers in micro-moments, or may even lose them that fast, for example on price. The key here is building trust and genuine relationships to foster loyalty - but know that customers won’t always be loyal with so much choice!
Share this story:

Read more from the blog

Blog

Is VR growing up?

There was a time when it looked like virtual reality (VR) would never be able to shake its clunky image. From the release of Nintendo’s Virtual Boy in 1994 to Google’s low-price headset, Google Cardboard, it was hard to hear about a new iteration of VR without the additional point of ‘unfulfilled expectations’. Despite numerous […] ...Read more

Matthew Healey
Matthew Healey
Blog

PR and Communications in the run up to a rebrand

Effectively managing PR and communications during a rebrand involves maintaining continuous engagement, understanding the transition process, focusing on consistent messaging, and preparing the audience for the upcoming brand identity change. ...Read more

Charlotte Stoel
Charlotte Stoel
Blog

Why we know everything – and nothing – about the Met Gala

The Met Gala cultivates a reputation of exclusivity and mystique while showcasing avant-garde haute couture creations enhanced by cutting-edge technology on the iconic red carpet. ...Read more

Alexandra Kourakis
Alexandra Kourakis

Add a comment

Time limit exceeded. Please complete the captcha once again.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information