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PR Trends in the Age of Digital Transformation

According to the Roskomnadzor survey, the number of registered online media in Russia has now reached 33% of the total number of new media. Last year, this indicator was at the level of 11%. At the same time, the print media showed a historical minimum - from 45% of all registrations and 65% last year. A similar situation is observed in the advertising market, where the main revenue is gradually shifting from traditional media to the Internet. According to ACAR, advertisers' expenses for online promotion last year increased by 21% to 136 billion rubles, the share of Internet advertising in the advertising market was 38% as of 2016. Advertising in the print media fell by 16% to 19, 7 billion rubles. All this confirms the international trend, in the light of which, such a notion as digital transformation becomes key not only in the organization of business processes, but also in communication with consumers.

International companies in their information campaigns are increasingly using digital media. For example, a recent report by the Digital PR and Communications Report, the prestigious British PRCA Public Relations Consultants Association, notes that the average percentage of the marketing budget of companies spent on digital / social media by the fall of 2016 was 25%, compared to 16% in the previous. At the same time, the study participants expect the growth of Digital costs in the next 12 months to 62%. Accordingly, in order not only to stay afloat, but to achieve benefits, it makes sense for companies to more actively integrate new technological communication tools into the promotion of their products and services. What are the key trends in the field of digital-promotion now most relevant?


Trend 1: Internet of Things (IoT)


About the "Internet of things" say a long time and a lot, but still not everyone understands how to properly use its capabilities in communications with customers. Now in Russia, IoT is used mainly in the industrial sector, in industries, as well as in infrastructure facilities within the framework of the "Smart City" concept (video surveillance cameras, energy consumption / heat consumption sensors, etc.). In the West, the use of intelligent devices on personal products, primarily consumer electronics, has become very popular.

In this case, IoT can be effectively used to promote goods. We are surrounded by more and more devices connected to the Internet, and these devices can communicate with each other and actively interact with consumers. It is only necessary to install the sensor connected to the Internet to the location of potential customers, or to the product. This will also allow you to collect useful information about the behavior and preferences of customers, which can be used in new PR campaigns.

This is especially true for the retail sector, where appropriate solutions are already being offered. For example, Intel offers the Intel Retail Sensor platform, which uses a special analytical system based on RFID tags (radio frequency identification), located on the goods sold in the store, in conjunction with CCTV cameras and interactive screens Digital Signage (video ads on monitors). The system tracks the actions of the buyer, determines its socio-demographic profile and on the basis of the data obtained, makes a personal offer. You take the shirt in your hands, and on the screen next to a pleasant female voice invites you to buy a tie at a discount to her. In part, these Intel technologies are already being used in stores Levi Strauss & Co., Brooks Brothers and Nordstrom.

From domestic retailers in early 2017, the network Media Markt introduced in its stores electronic price tags, which in real time, display prices and information on the assortment. They allow not only to display all the necessary information about the product on the screen, but also to use devices as media carriers. Soon, with the help of NFC-technologies and analysis of customer behavior, customers will be offered individual terms of purchase. This will attract additional attention of customers and, as a result, increase sales.

Trend 2: VR / AR


Technologies of virtual and augmented reality from the field of entertainment become a means of communication with customers for the promotion of company products. Availability of content, glasses and smartphones makes VR-technology a convenient channel for communication with ordinary consumers. The first steps to the massive involvement of users using VR-technologies have already been made by Facebook, having announced a beta version of the Spaces product recently. Users of the service will connect through their Facebook accounts and immerse themselves in a virtual space where communication is performed using voice and body avatar movements. There you can communicate, draw, watch spherical videos, make video calls through Facebook Messenger and create VR-selfies. In such a space it will be possible to offer users both virtual and physical goods, to advertise services, to pump avatars, from

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