Advertising, public relations and marketing: future trends

The advertising, marketing and PR sector is changing rapidly in response to advances in technology, and many opportunities are opening up for creative thinkers able to adapt to technological change. The last decade has seen an expansion in the communication channels available, with a corresponding transformation of the way the industry acts. The more traditional channels of direct mail, print and broadcast media are being supplemented - and in many cases superseded - by digital and online channels. This has meant a fall in the value and volume of traditional advertising methods, with consequent significant revenue issues for print and broadcast media, and their replacement with new media revenue sources.

Development in the sector focuses on digital communications such as handheld and portable media devices, social networks, blogs and podcasting. Innovative methods of generating a message, such as viral marketing, have gained prominence.

The industry relies on the published and copyrighted written word to underpin much creative activity. As a result, effective intellectual property rights management in a changing environment is crucial, and this is an area where the industry continues to struggle.

Intellectual property issues and uneven access to online content amongst different sections of the population are allying with the more overt commercial challenges to slow down this migration to online content. Meanwhile, new technology, in the form of tablet technologies such as the Kindle and iPad, and continuing development in smart phones are impacting strongly on the sector, bringing new challenges and opening up new markets for innovative organisations that are responsive to change. Skills in research and development are crucial to innovation in this area, and doctoral graduates with good IT and creative skills may find increasing opportunities.

In common with other industries, the sector is faced with the challenges of an increasingly globalised population. This potentially opens up new markets, and brings in new competitors; the sector is, however, felt to be less vulnerable than many others to a third issue of globalisation: potential offshoring of the workforce.

The 24-hour society also presents challenges and opportunities to the sector, as communication shifts to any time of the day or night. As society becomes more heavily networked and those networks become more accessible, companies are able to make more links with consumers.

The speed at which society now moves, and the range of media available, means that consumers demand novelty and entertainment and have more options to choose from. This is placing significant demands on the industry and is opening up opportunities as the sector breaks ground in engaging with audiences.