We may not travel in flying cars or through pneumatic tubes as some may have expected in the year 2020, yet advances in technology are constantly changing the communications landscape. This means it’s more critical than ever for organizations to create meaningful connections with their target audiences. Here are four trends to keep in mind when developing an impactful messaging strategy for 2020.
The days of sitting behind a desktop or laptop computer to surf the internet are long gone. According to the Pew Research Center, approximately eight in 10 U.S. adults consume news on a mobile device either sometimes or often. Developing mobile-friendly platforms and staying active with visual storytelling on social media is essential.
Targeting Up-and-Coming Generations
Having grown up with the internet and social media, millennials and members of Gen Z are tech savvy and prefer online chat and texting over phone calls. According to the 2019 Deloitte Millennial Survey, members of these generations will end business relationships if a company’s products or services negatively impact society or the environment. Successfully communicating how your organization aligns with their interests is paramount.
Producing Quality Over Quantity
Today’s consumers are seeking top-notch written and multimedia content that is relevant and delivered on reliable digital platforms. This requires companies to develop thoughtful copy that’s written in the right tone, and to allocate funds toward internal and external resources to drive campaigns. From a content creation perspective, anything less can be disengaging.
It’s simpler than ever for consumers to connect with the companies and brands they enjoy. It’s equally easy to voice displeasure. While complaints used to come via a private phone call, letter or email, social media makes comments – both good and bad – viewable by everyone. That’s why it’s important to regularly review feedback, respond to concerns promptly and implement suggestions whenever possible.