In this context, agencies that either specialize in classic public relations or offer marketing services will have a difficult time in the future. As the current study "The Future of PR" by aclipp shows, 71 percent of agencies already classify themselves as communications agencies with a holistic offering. The same applies to companies: More and more are relying on a central organization of external communication.
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In the future, it will continue to be extremely austria phone number list important to include digital channels in the communications mix. According to the current study "B2B Online Marketing Trends 2022" by eMinded, more than two thirds of respondents (77 percent) are already using online channels such as their own website, social media platforms or apps to arouse the interest of potential customers and generate leads.
The situation is even clearer among the PR professionals surveyed: online media is outpacing traditional print media in terms of importance. At the same time, social networks are fueling the increasing popularity of audio and video formats. For example, corporate podcasts are more popular than ever before: more and more companies are setting up their own corporate podcasts or using audio and video contributions to position themselves as experts.
3. Trend: The customer journey is becoming more and more individual
The customer journey now almost always starts online. But from this point on, the journey of stakeholders and potential customers through the channels is less linear than it used to be. One of the current trends - which is also a major challenge - is to make the customer journey more and more individual.