By Jeff Beringer, Global President, Digital
Welcome to Golin’s 2023 Digital Communication Outlook.
This year, practitioners around the world are balancing two realities. Economic uncertainty persists and professionals in PR, social media, and related fields are under increased scrutiny for delivering results amid budget cuts and workforce slimming. But despite these headwinds, something else is happening. Technology, societal shifts and evolving online behaviors of audiences across the globe are creating new opportunities to do the best work of our lives.
This year’s Outlook outlines numerous trends and the forces impacting brands and people they seek to engage. It is curated by experts from Golin’s global network including digital strategists, creatives, data scientists, technologists, influencer and youth marketing specialists, social purpose pros, reputation protectors, community builders and others who support clients on many continents.
The pages that follow cover a wide range of topics. From practical applications of artificial intelligence in creative endeavors to the use of first-party data in earned media and social, to the rise of a different class of influencers, the evolution of social commerce, nearer-term alternatives for metaverse ambitions, and much more. In each excerpt, we’ll explain what’s happening and share practical actions you can take to seize opportunities that exist and make an impact.
2023 might not be easy, but it remains a year full of potential. As we learned during the initial wave of the pandemic, challenges often usher in periods of remarkable innovation as brands and those who support them are forced to reevaluate strategies, adapt, and embrace new and often better ways of working to enhance results.
In short, when the pressure is on, marketers and PR pros are often at their very best. This is a year for optimism.
As always, Golin’s global team stands ready to help you unlock the promise of the future and welcome discussion on these perspectives.
Happy reading, and cheers to the exciting possibilities ahead.