With the explosion of Artificial Intelligence (AI) technologies, an increased focus from the C-suite on business- and metrics-driven KPIs, and a new trend toward Growth PR, PR & content marketing measurement is changing – radically and rapidly. We asked experts from across marketing and PR to share their predictions on where the industry is going in 2018. Here is what they told us:
Natasha Kennedy, Global Managing Director, FleishmanHillard:
“We are continuing to see more CFOs take CEO roles in organizations previously lagging in PR measurement maturity. They’ll demand more uniformity in return on investment criteria across all departments. There is such wide disparity in measurement today. Trends will continue to support a wave of education for PR and it’s internal partners to consider and accept PR’s positive impact.”
Steve Rubel, Chief Content Strategist, Edelman:
“In 2018, more businesses will ramp up their content efforts in order to fill the gap left by journalists as the field of publishers shrinks. However, they will begin to measure their content as a means to an end rather than an end to an end – e.g. as an earned amplifier and multiplier vs. a destination.”
Gini Dietrich, CEO, Arment Dietrich and founder and author, Spin Sucks:
“It’s difficult to say this is a prediction because it’s a necessity, but communicators continue to get better and better at PR metrics, which will continue in 2018. I’ve long been a proponent of PR attribution, which has always been done manually, but I’m happy to see companies like Onclusive stepping up to make things more efficient and better measured.”
Patrick Niersbach, Senior Director of Marketing, InContext Solutions:
“In 2018 technologies like VR and AR will become more mainstream and start to change content marketing as we know it, including how we measure success. Articles and reports can be swapped for personalized virtual experiences and views and clicks will be replaced with memorable interactions.”
Rebecca Lieb, Co-founder & Analyst, Kaleido Insights:
Measurement is tied to strategy. I’m hoping that in 2018 marketers look beyond ‘just’ sales in their metrics. There are so many other thing that can tie content and PR to ROI beyond sales. Brand lift, moving customers through the funnel more quickly, organizational efficiency, customer service, product development – the list goes on and on. I want marketers to think more creatively and broadly about what to measure.
Shonali Burke, President, Shonali Burke Consulting:
What’s in store for PR and content marketing measurement in 2018? Millennials leading the charge!
I think we’ll continue to see a greater focus on valid metrics from the get-go, with a higher level of qualitative *and* quantitative analysis that correlates our work to the bottom line, driven by the millennial generation. They’ve grown up in a digital world and are nothing if not results-focused. And I, for one, couldn’t be happier!
Chad Pollitt, Co-founder, Relevance.com:
“Next year we’ll see the marriage of AI and analytics. This will be transformative because it will create a prescripted system (analytics that doesn’t just provide data, but tells us what to do next) and will model the web in three dimensions (as opposed to today’s one dimensional analytics).”
What are your predictions for PR & content marketing measurement in 2018? What is your organization doing to focus on measuring impact on business outcomes?
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