2017 Predictions: “Brands Need To Not Just To Be In The Media, But To Be The Media!”
Leading Aussie PR firm the Red Agency has revealed its predictions list for 2017 with warnings that many companies aren’t doing enough to keep up with the digitally driven disruption that is changing the marketing, media and PR playbook for everything that links back to customer experience.
The report, titled Trends and technologies, changing media, marketing and corporate reputation and authored by Red Agency’s CEO James Wright and principal Jackie Crossman, makes the following 10 points.
1) Disruption eruption creates an integration nation: Disruption will accelerate, driving a need for greater integration – both in campaigns and between those who deliver them. Like the plover bird that gets a meal cleaning a crocodile’s teeth, the PR and media industries will need a symbiotic relationship more than ever. Shrinking editorial teams are juggling multiple roles in the scramble to publish clickbait for eyeballs.
2) Truth or spoof? 2017 will be a year of crowdsourced truth. The sheer speed of digital information sharing means lies go global faster than truth can pull its pants up. Viral trumps veracity when competition for eyeballs and clicks means outlets publish whatever will get the most attention. Even Aunty’s shutting the ABC’s Fact Check unit.
3) Being clean reigns supreme – Transparency on steroids: Unlike spin-to-win politics, for brands, transparency will be more important than ever in 2017. In a digital world where a ‘gotcha moment’ is just a search and click away, the whole world has a front row seat to every scandal and any whiff of controversy sends social media into overdrive. Brands need to keep everything in the digital realm as accurate as possible; be first responders when it isn’t; and back every claim with solid proof points.
4) Being human beats bots: You can’t spell brand without DNA (backwards, at least). As trust in institutions, big government and big business flounders, and cynicism flies off the chart, the most successful brands in 2017 will be the most human. Human brands sound like people – on social, in the media and in person. They do dialogue, not analogue. They know a real conversation is two-way. They’re open and transparent. Genuine. Authentic. They acknowledge when they’ve made a mistake, and fix it.
5) Brands will become media publishers: You can’t spell brand without DNA (backwards, at least). As trust in institutions, big government and big business flounders, and cynicism flies off the chart, the most successful brands in 2017 will be the most human. Human brands sound like people – on social, in the media and in person. They do dialogue, not analogue. They know a real conversation is two-way. They’re open and transparent. Genuine. Authentic. They acknowledge when they’ve made a mistake, and fix it.
6) Friend or Faux? Measuring the ‘other’ ROI – Return on Influencers: The number one influencer marketing challenge of 2017 will be getting to the bottom of Kim Kardashian and co’s vital statistics: What are the real numbers, and how much ROI do influencers deliver to brands they spruik. While 75 per cent of brands use influencers, more than half say they struggle to measure its effectiveness. If you can’t measure it, you can’t manage it.
7) This time, it’s personal – the personalisation of everything: Living in a digital world is like stepping onto a sandy beach: It’s impossible not to leave footprints. In 2017, marketers will take that footprint and run with it like never before. We will see the Personalisation of Everything, as companies increasingly leverage technology and big data to deliver more targeted solutions and experiences that deepen engagement.
8) Siri goes surfing – Riding the new cognitive wave: We’ll forgive Siri for those annoying ‘I didn’t get that’ responses, because she’s given us a toe in the water to the next wave in marketing and communications: Cognitive – the mind behind the message. In 2017, cognitive will deliver competitive advantage, particularly to conversion-driven companies with online sales funnels who harness its capabilities to deliver more personalised, intelligence- based content experiences. Cognitive is driven by intelligence. It uses dynamic data to get to know people, learn from them on the fly, and create highly targeted one-on-one customer and content experiences.
9) Need for Speed – Real-time PR hits harder: In a world where people want instant gratification and consumers want instant responses, brands will need to disrupt their processes to deliver on expectations. When time is the enemy, the ‘wait’ of expectation around speed of response can be a nail in a brand’s coffin. In a digitally-driven world where two minute noodles are akin to a slow food movement, brands with bureaucratic and time-consuming approvals and processes will fail in the social sphere. Before social media exploded, PR worked with media to inform the public. Now, the public can break the news – or take a brand down with a timely tweet, post or rumour. PR response times and updates have to be rapid-fire. Forty percent of customers who complain through social channels expect a response within the hour. The average response time is five hours – with one in three customer complaints never answered.
10) Aussies to go Snap happy: 2017 will be the year of the Snap, with Spiegel’s Snapchat playing a bigger role globally after overtaking Facebook in video views. A three-second brand experience may not be enough to make a sale, but it can start a relationship with the four million-plus Australians who create content on the social platform every day.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.