To live in times like these when communication has been made extremely easy is a piece of cake. A century ago, none of our ancestors would imagine that workplaces and businesses would be transformed into virtual spaces. The speed at which technology is evolving means that as little as ten years from now, the world of communication will have experienced newer, mind-blowing forms of communication.

Traditional mainstream media forms such as Televisions and radio are already experiencing a phase-out. Currently, approximately 86% of adults consume most of their information online. The ease of accessibility of the internet has also seen a rise in the purchase of smart devices, meaning a healthy percentage of the population can be accessed through digital media.

What are the Future Digital Media Concepts that will Drive Businesses, workplaces, and Communities?

Information analysis and public relations– Public relations has readily embraced the big data concept and has used insights from the same to enhance PR strategies. For instance, information collected on consumer preferences helps to refine how an advertisement is put out. This data also acts as a measurement tool to test the effectiveness of advertisements and to identify alternatives to the same. The ability to predict and create effective advertising campaigns also stands to be a current and future key trend in digital media.

Social Movements– Although an unlikely and little thought of future consequences of digital media, social movements will be on the rise due to the same. Since digital media has become an ideal space to share information, it also means that activists will take to the forum to air their sentiments. This can be easily proven by the recent events on the Black Lives Matter Campaign that went viral. Businesses that had previously exhibited signs of racial phobia were greatly affected by this move as people were keener to point them out. That said, it is important to ensure that what you let out there for your business does not defy the beliefs of the target population.

Social Media scrutiny- Just like advertising formats such as programmatic advertising have been intense of finding consumer information that will inform their strategies, digital media will also lead to businesses and their owners being scrutinized. On one hand, this may have negative consequences such as access to information that could ruin the reputation of a business. On the other hand, however, it has benefits such as ensuring community responsibility, maintaining ethics, and gaining better knowledge of the market being served.

Generally, digital media will have several impacts in the future both in the negative and positive. For instance, since there will be an overflow of information, it will be difficult to filter out what is wrong. In the same way, this will allow more informed communities with a greater drive to achieve social justice.

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