Authenticity continues to be a top priority for consumers: Asif Upadhye

The start of a new year is seen as bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers, says Asif Upadhye - Director, SPRD, in an interview with Adgully. According to him, in keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

Here, he highlights the major trends and developments will dominate the industry in the year ahead.

Asif Upadhye cites two crucial expectations for 2023: AI and generational consumption patterns, the focus areas for SPRD in 2023. 

Key trends dominating the PR Industry in 2023

Say what you mean and mean what you say

Although typically not considered a trend (because trends come and go), authenticity continues to be a top priority for consumers. The stance that brands take on matters of sustainability, diversity and inclusion and CSR will determine exactly how consumers engage with their services and products. PR professionals will continue to spend an incredible amount of time re-examining their brand voice so that they come across as both relatable and reliable. 

Keep it personal

The year ahead will also double down on customised content and personalization so that brands can reach specific pockets of their target audience when the time is ripe. With brands investing in cutting-edge technology and social listening tools, they have access to a depth of information about who their readers are and the type of content they consume. Coupled with customization, the potential to now offer exceptional customer experiences across platforms is uncapped!

Major expectations in 2023   

Two things immediately come to mind:

AI and Generational Consumption Patterns! 

In my experience, tracking media mentions is now considered the bare minimum when it comes to analysing consumer behaviour data. From creating targeted media lists, improving the click rate of online promotions, collecting feedback with advanced sentiment analysis and identifying crises before they even happen, AI, Machine Learning and VR will change the PR industry as we know it. 

As traditional media takes a backseat, brands need to get on board with what Gen Z is looking for in order to build better relationships with them. It is no secret that Big Data has always played a central role in identifying what holds the audience’s attention. Gen Z has come with a noticeable change in consumption patterns and only brands that respond to this new type of consumerism will manage to take their multi-channel approach to the next level.  

Key focus areas for SPRD

As traditional media takes a backseat for many brands, collaborative partnerships such as podcasts and speaker opportunities are a goldmine. Reaching an audience on-the-go through bite-size video or audio content enables ease of consumption, while having complete control of the narrative. And finally, a brand strategy without an airtight ORM strategy is like a fish out of water.