Now that 2020 has arrived, it is time for predictive and trend analysis for this new year. Communication has been immersed in a process of change for years, first with the arrival of the Internet and the development of what came to be known as Web 2.0 (which was accompanied by the explosion of social networks) and now with the emergence of powerful technologies that are transforming different economic and social spheres. In this case, we are referring to emerging technologies such as artificial intelligence and blockchain, among others.
The truth is that, for yet another year, communication is facing a series of challenges and a number of long-standing unfinished business. The digital ecosystem is rapidly evolving and communication isespecially the corporate one, must make the most of all the advantages The new technologies are not only a great help, but also make a great contribution to the development of the new technologies, which it offers, without renouncing the use of perhaps more traditional environments.
Following the basic rules of this type of analysis, we will now detail some of the keys that will mark the development of communication this year that has just begun.
More content. It is clear that the rise of content will continue to be key in 2020. Within formats, as has been highlighted, video will continue to be king, as recent studies have shown. Some of these studies estimate that video consumption will account for no less than 80 percent of Internet traffic this year. There are two relevant characteristics that define content: it is ephemeral content, hence the success of formats such as Instagram's "stories", and very short and agile content, as it is usually consumed in "micro-moments".
To all of this must be added the leadership of the mobile phone in content consumption. The growth of content consumption via mobile devices and what is known as multiscreen consumption is increasingly evident. This type of consumption will continue to shape the generation of content by companies and organisations.
Digital narratives and storytelling. In recent years it has become clear that it is not enough to offer quality content, it is essential that it is presented in the best possible way. Innovation and creativity are two factors on which content generation is leveraged today. Immersive content, stories on social networks... these are the digital narratives through which companies and organisations can reach their audiences.
But we cannot forget another component. Good content has to attract the audience, connecting and interacting with them. Storytelling is indispensable today. Although based on facts, stories have to reach the emotions.
The monetisation of social networks is pending. There are two unresolved issues in relation to social networks. On the one hand, their monetisation, an aspect that remains a "must" for companies and, on the other hand, the increasingly exhaustive analysis of the digital community that revolves around an organisation, which requires greater knowledge in order for the company's relationship with it to be more effective. Companies and organisations want to know their audiences in order to offer them the best content and products. Although steps have already been taken in this direction, there is still a long way to go.
Branded content. In recent years there has been an increase in this type of advertising format in Spain. This is due to the fact that the public is tired of traditional advertising formulas and is looking for more attractive alternatives in brands. It is reasonable to think that this trend will grow in 2020 and that brands will continue to look for ways to generate valuable and quality content for their audiences.
Fight against fake news. It is common knowledge that the only way to combat disinformation and the spread of fake news is through credibility and trust. These are two values that are currently at a low ebb in users' perception of brands and organisations. Regaining this credibility and trust is the way to fight against disinformation and the spread of fake news. fake news And there is only one formula for this: transparency. Organisations today must work ceaselessly to appear transparent and open to dialogue to their publics.
Emerging technologies. There are many aspects to be taken into account in this section. We could, in fact, devote more than one article to the effects of its implementation in organisations. However, we will focus on just two tools: big data and artificial intelligence. Regarding the former, we must say that the irruption of big data in the field of corporate communication provides enormous possibilities, including the possibility of micro-segmenting audiences to get to know them better and of hyper-personalising the content aimed at these segmented audiences.
It is clear that both opportunities have a negative side in the form of challenges, because it should not be forgotten that in order to carry out these tasks, it is essential for companies to hire professionals with the right profiles to carry out data analysis.
On the other hand, and in relation to artificial intelligence, it should be noted that one of the major trends in this field is the use of software, robots or applications that allow companies to reach those audiences of maximum interest. In this sense, the so-called bots or chatbots have developed enormously, computer programmes that take on repetitive tasks via the Internet, managing to extract relevant data from users that can then be used in multiple decisions. This is where big data and AI meet. Algorithms developed from the analysis of massive data from users drive the consumption of content in the direction intended by organisations. A clear example can be found in platforms such as Netflix, which bases content suggestions on data analysis and its processing by algorithms. The power of these algorithms can even determine the preferences of audiences when it comes to consuming certain content or products.
Barbara Yuste
Director of the Digital Communication Area of Proa Comunicación