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Planning Your Brand Communication Right: Six Trends You Need To Be Ready For In 2024 Possessing an in-depth knowledge of these latest trends is crucial for brands striving to stand out and effectively engage with their target audiences.

By Anastasiya Golovatenko

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As we enter the crucial phase of strategic planning for 2024, it is essential for brands to gain a comprehensive understanding of the emerging trends that will define the business landscape in the new year, and its associated communications. Possessing an in-depth knowledge of these latest trends is crucial for brands striving to stand out and effectively engage with their target audiences.

Here are six trends that are poised to dominate in the upcoming year:

1. Purpose-driven communication Brands are recognizing the need for purpose-driven communication. In the next year, public relations (PR) efforts will most definitely continue to center around genuine, authentic storytelling. This involves an emphasis focused on the brands' core values, and their commitment to societal and environmental causes. This could be easily noticed throughout 2023, as numerous brands and companies synchronized their endeavors with governmental initiatives. For example, organizations from various sectors in the GCC region aligned their messages with that of the 28th edition of the Conference of the Parties of the United Nations Framework Convention on Climate Change (COP28) happening in the UAE this year.

2. Hyper-personalization in the age of artificial intelligence (AI) As we witnessed in 2023, personalization was all the hype, and it is definitely one of the trends that is here to stay. As for the world of AI, we will continue to see the need for brands to go the extra mile when presenting products/solutions to the customer. With the use of tools like ChatGPT and more, AI is expected to revolutionize industries, with an expected annual growth rate of 37.3% between 2023 and 2030, as reported by Grand View Research. On the same wave, PR strategies will tailor messages, content, and experience, ensuring that the audience can resonate with brands' messages, and find them relatable.

Related: Crisis Comms: A Four-Point Checklist For Effective Brand Communication Through The Coronavirus Outbreak

3. Audio-visual dominance Creating audio and video content is no longer optional for brands. Short-form videos and audio storytelling will be one of the most dominant avenues for conveying brand narratives as well as building customer awareness. Over the past couple of years, the media landscape has added podcasts as a main medium of communication as it helps reach out to a higher number of audience members. The transient nature of this content falls perfectly in line with the modern audience's lifestyle, where a person can catch up on new developments by listening to a podcast episode while on the road, or while getting ready for a workday. Additionally, these podcasts give a glimpse of the unfiltered aspects of the business that the audience is known to enjoy.

4. Strategic role of data analytics The trend of data-driven decision-making, driven by advancements in analytics technologies and a heightened focus on measurable outcomes, is transforming the way campaigns are planned, executed, and evaluated. The integration of data analytics is making the efforts of marcom specialists more efficient, enabling brands to concentrate on strategies that produce quantifiable results. This way, the future of communication may see an increased reliance on predictive analytics, which would allow professionals to foresee and adapt to emerging trends and public responses proactively.

Related: Six Myths About PR For Your Business

5. Digital PR is no longer optional In 2024, digital PR is set to play a pivotal role in shaping brand strategies due to its broad reach, interactive nature, and measurable impact. The integration of digital PR with search engine optimization (SEO) is a powerful combination. Effective digital PR strategies not only enhance brand visibility, but also improve search engine rankings, driving increased organic traffic to websites. Unlike traditional PR methods, digital PR provides precise analytics as well. Brands can track the success of their campaigns in real-time through metrics like reach, engagement, and conversion rates, allowing for data-driven decision making. It also supports a variety of content types beyond traditional press releases, including videos, blogs, and infographics, providing creative avenues for storytelling.

6. Nailing influencer marketing Authentic partnerships between brands and influencers have become the norm, contributing to the increased adoption of influencer marketing strategies. This trend is particularly relevant in B2C sectors. Approximately 76.9% of UAE marketers from industries such as retail, tourism, hospitality, and fast-moving consumer goods (FMCG), prioritize influencer marketing as one of their top brand focus areas. The State of Influencer Marketing in UAE 2023 research indicates that the majority of UAE brands execute up to five campaigns annually, with 59% investing over US$68,000 each year in influencer marketing initiatives. However, for B2B brands, target audiences differ significantly, thus necessitating a distinct approach to engaging opinion leaders in your campaigns.

In the evolving landscape of 2024, public relations will continue its transformative journey, adapting to surrounding changes, and underscoring the essential need for the business community to be flexible and adaptable. The rapidly changing landscape, driven by advances in technology and shifts in society, requires in-house PR teams and agencies to not just adapt, but also flourish in this dynamic environment.

Related: Four Trends You Need To Consider For Your Business' Strategic Communications In 2023
Anastasiya Golovatenko

PR Director, Sherpa Communications

Anastasiya Golovatenko is an accomplished PR professional and business advisor who leads a Dubai-based communications consultancy Sherpa Communications. With more than 12 years of expertise developing and executing all aspects of public relations and marketing campaigns, she provides senior counsel to brands of any size and structure, helping them achieve business objectives and meaningful results through the strategic use of communication.

She has experience across various sectors -from B2B to B2C industries, and has worked with MENA, international and CIS clients, diplomatic bodies, trade institutions, government institutions, and NGOs- supporting them both in-house and on the agency side. Anastasiya and her colleagues also actively support a rising number of startups and SMEs in the UAE and Middle East region providing advice on best practices and tactics for effective scaling up and business growth. She prides herself on establishing a personal connection with agency’s clients to best match their specific needs.

A passionate public relations practitioner, Anastasiya is actively involved in community groups in the UAE helping individuals and businesses master PR tools for their projects. She is also involved in mentorship programs by in5 in Dubai, UAE. She writes for the UAE and international media on important industry topics sharing tips and advice on effective communication, reputation management, savvy marketing planning amongst others. Anastasiya graduated with honors from Kiev Institute of International Relations, where she earned Master Degree in Public Relations & Analytics (Hons.). 

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