Digital Age

New technologies are being incorporated into our lives each year. We now have the ability to get directions without using a map, reserve a table without making a call and purchase groceries without a shopping cart.

In 2018, three new trends are standing out ahead of the pack:

1. Digital audio: More organizations are putting out their own content through podcasts.

2. Keyword planner: A more focused approach to improving a website’s PPC strategy.

3. Geofencing: While not new, this year, more businesses will interact with those who come into contact with the “fence” in place in their advertising targeting.

– Taylor Ketchum, Jones PR

In any job, it’s important to make sure you have the right tools on hand to effectively share your message with co-workers, clients or the public. Take your company communication to the next level (beyond the traditional PowerPoint presentation) with these innovative, user-friendly programs:

• Uberflip: Transforms your PDFs into an interactive online magazine.

• Visme: Creates infographics by using a library of customizable templates and icons.

• GoAnimate: Builds animated videos in minutes, allowing you to choose your own soundtrack, cast of characters and more.

Pro tip: Track tool metrics to monitor how your audience is interacting with your content.

— Devon Chestnut, APR, CPRC, Communications Manager, Cox Communications

Last year truly exhibited the power of video. Who hasn’t seen the viral success of videos like “Chewbacca Mask Mom” or Tasty videos? These are perfect examples of how good content gets watched and shared. It’s vital for businesses to incorporate video into their marketing strategies.

“People connect with video, especially if it’s presented in a way that’s authentic,” said videographer Jeff Dailey. “Video marketing should tap into how a product or service impacts real people and then demonstrate that through video narratives.”

As more companies use video as a marketing strategy, it’ll be important to start with great content.

– Natalie Ghidotti, Ghidotti Communications

Facebook recently released the option for users to do more than like a post. Users can now react with different emotions: like, heart, haha, wow, sad and angry.

Thankfully a dislike button was not made available, so companies don’t have to worry about users disliking posts, but instead can learn more about how users feel about the content.

The reactions are a new way for fans to interact with brands, a fun way for brands to react to different emotional responses and even a way for brands to strategize based on competitors’ social efforts.

– Taylor Ketchum, Jones PR