As the world continues to embrace digital transformation, with technology constantly evolving and everything moving toward ‘everything-as-a-service,’ consumers are increasingly juggling their digital presence with the desire to live authentic, human lives.
The shift in digital communications is reshaping how brands connect, engage, and build loyalty with audiences in more meaningful ways.
Shey Nel, Consumer Tech BUD at DUO Marketing & Communications, underscores that this digital shift is inevitable.
“Brand custodians and PR agency partners now have a greater responsibility to guide brands on the opportunities, benefits, and risks of this transformation, all while ensuring they drive impactful results for their clients,” Shey explains.
The Blessing and Curse of AI
Generative AI tools and recommendation engines offer a compelling promise of efficiency, enabling brands to deliver hyper-personalised communication at scale. However, Shey cautions that the risks—particularly regarding brand reputation and misinformation—are escalating.
“AI’s growing role in managing brand reputation means agency partners must stay ahead of the curve, providing guidance on best practices, ethical considerations, and regulatory updates as AI evolves,” she says.
Shey also highlights a crucial point: “Audiences are becoming more aware of AI-generated content. If it lacks human ingenuity, there’s a real risk that consumers may begin to dissociate from brands.”
Developing authentic communication, driven by relevant, transparent, and human insights, is key to maintaining trust and engagement in this new digital era.
The Role of Privacy in Communication Strategies
With data privacy continuing to be a pressing concern for businesses handling customer information, regulations like the EU General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and South Africa’s Protection of Personal Information Act (POPIA) are setting important precedents.
These regulations don’t just protect consumers—they also shift the way businesses approach privacy-centric technology solutions.
“Although these regulations restrict targeted advertising, they present a unique opportunity for tech-focused companies to champion ethical data practices,” says Shey.
Public relations strategies can play a vital role in educating consumers on the importance of data privacy while reinforcing a brand’s commitment to ethical data usage.
Migration to Different Platforms at Various Life Stages
As online platform usage shifts throughout different life stages, new platforms are rising in popularity. Shey notes the importance of understanding which platforms resonate with which audiences.
“Consumer research from GWI on the global media landscape shows that influencer marketing fosters more inclusive experiences, Gen Z prefers social media for product research over search engines, and podcasts may work well in some regions but not in others,” Shey explains.
Knowing which platforms generate the best results based on factors like age, geography, and culture is essential. This insight helps communicators craft brand-relevant strategies and campaigns that resonate with specific audience segments and drive impactful outcomes.
A Move from Promotional to Entertaining, Short-Form Content
With audiences bombarded by endless news and entertainment options online, there’s a growing demand for content that is quick, engaging, and entertaining. Simplified, visually appealing messaging in short videos or easy-to-digest formats is becoming the go-to method for communicating key messages.
According to Hootsuite’s Social Trends 2025 report, nearly 50% of brands are prioritising entertainment-driven content, focusing on engagement rather than direct promotion.
Shey sees this as an opportunity for closer collaboration between communication specialists and creatives. “It’s all about ensuring the brand’s narrative aligns with consumer needs while keeping them engaged and responsive to calls to action,” she says.
Global Trends with Local Nuances
Trend-jacking and newsjacking remain effective tactics for brands to engage with timely content, allowing them to join relevant conversations.
Shey points to the Hootsuite Social Trends report, which highlights the outbound engagement trend for 2024-2025. This trend sees brands strategically engaging with digital creators and trending content that aligns with their industry at the right time.
“While this can be a powerful strategy, it’s crucial to understand local nuances and cultural context.” Whether responding to trends or creating large-scale campaigns for a global audience, tailoring communications to fit each region’s unique sentiment is vital to minimising brand risk and ensuring relevance.
As the digital landscape continues to evolve, brands must adapt to changing consumer behaviours, emerging technologies, and shifting privacy concerns. By staying informed on AI developments, prioritising ethical data use, understanding platform trends, and creating engaging, authentic content, brands can build stronger, more genuine connections with their audiences.
“In this fast-paced digital world, the key to successful communication strategies lies in balancing innovation with authenticity and always putting the consumer’s trust and experience first.”
Read more about digital transformation HERE