In this context, solid organization and leadership in communication management is becoming increasingly important, especially in times of digital transformation, October 2018 Calendar To Print and acceleration of communication. Because creative and agile methods or the design of digital change require not less, but practice, the positive effects and to more precisely define and evaluate the value contribution of “Influence” – in principle, but also in every campaign and every project.
Because the prerequisite for this is now no longer only available, but also easy to use: a data and conversation intelligence beyond fading boundaries between Owned, Paid, Earned and Shared.This intelligence provides concrete insights into what content and channels for companies and brands deliver the best results in external and internal communication.
Crucial here is not the scope, but the sustainable and productive activation of the target groups and stakeholders. Even though the hype is ahead, this chance is not (yet) marked by real AI (artificial intelligence) in 2018. The combination of smart tools and professional expertise will do just that and will help to make excited debates about content.
Influencer marketing or the digital transformation of communication impersonal. Stephanie Toenjes, Corporate Communications, Deutsche Telekom AG: 2018 calls for one thing above all when it comes to communication: rethinking ! The days when one has “extended” the company’s classic messages on social media are finally over. Social media users barely interact with public content and withdraw back into protected spaces.
This means that communication will once again shift to private space again this year. The use of direct messages and messenger services such as WhatsApp will increase sharply. In order to penetrate this year’s target group, communication must combine entertainment, quality and personality.
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The key to success is 2018: Relevance! The exchange with thematically focused communities will come first. People trust people, not corporate messages. And so, in 2018, companies will finally have to start showing their faces and creating room for dialogue – in topic- Rehn, Digital Trendscout, Attention: CX turns into UX: Customer Experience is at the center of everything.
In 2018, communication departments and agencies will have a lot to do with the question of how they can purposefully put their efforts and measures into practice for their customers. It will not be about the distinction between compulsory exercise and freestyle or which technological development you should necessarily join. Because regardless of the hype about VR and AR, chatbots and content automation.
search via voice or image recognition, (micro) influencers and content marketing and much more, the customer should always be the focus. The way in which these brands and companies in analog how digital ultimately perceives will decide if, where and how they can survive and score in the years to come. In the end, those who understand how to put the customer experience at the center and who “differ” not only in terms of service, product quality, innovation or price from the competition will convince.
The overall package in the perception of this Kowalski, freelance PR consultant, blogger in & author: Media work is no longer just about placing relevant content in selected print media. The European Communication Monitor 2017 has already shown that the weight has shifted in the direction of the online 2018 October Calendar To Print. For 83 percent of those surveyed, online communication via websites, e-mails and intranets plays a crucial role. 82 percent consider the press work with online magazines crucial.