In today’s world, communication has evolved in many ways, from personal discussions to the way businesses interact with their customers. The introduction of the internet in the 1990s paved the way for digital media to become a major player in the industry, transforming traditional communication professions and creating new job titles.
As digital media continues to dominate entertainment, news, and business, it presents significant opportunities for companies. According to the Pew Research Center, about 86% of American adults consume their news online, and as the audience for online media grows, so does the number of platforms. Maintaining an online presence that allows businesses to effectively communicate with their audience is now critical.
As communication professionals look to the future, certain areas of growth are likely to shape their careers. Social media managers, digital media managers, content strategists, and communication specialists focus on executing communication strategies through digital means, including social media messages, blog posts, landing pages, video, and more.
Several key trends are driving the future of media. Innovation is the norm, and this trend is likely to continue. Social media, digital advertising, and increased access to the internet through various devices have shaped media trends, and the future of digital media will continue to evolve as new tools emerge and consumers make new demands. Mobile video, virtual reality (VR), augmented reality (AR), and the use of data analytics will all influence the future of digital media.
- Mobile video marketing is becoming increasingly important as more consumers shift to streaming services, such as Netflix and Hulu, and many use their mobile devices to access these platforms. This trend indicates that a mobile-first strategy is key for the future of media, particularly video.
- Data analytics is another critical area of growth, as PR professionals incorporate insights gleaned from big data to improve their tactics. Analytics from online advertising can help marketers refine the ad’s message, determine which channels to use, and gain insight into their audience. Through data analysis, professionals in PR can create more effective outreach campaigns and predict news cycles and interests.
- Virtual reality and augmented reality are also growing quickly, with the global VR and AR market projected to reach $1.3 trillion by 2030. These technologies offer immersive experiences with products and can help print media integrate with digital, delivering personalized experiences to customers in real-time.
The COVID-19 pandemic has accelerated the use of digital media, with more consumers using social media for longer periods and shopping online more frequently. Communication professionals must understand the future of digital media trends, such as the rise of social movements, influencer marketing, and the continued dominance of video.
The future of media presents exciting opportunities for communication professionals who are willing to embrace the latest trends and technologies. As the landscape continues to evolve, those who stay informed and adapt to change will be best positioned to succeed.