Navigating the Future of Communications Campaigns: Major Trends to Watch

If you’re in the world of marketing and PR, you know that staying ahead of the curve is essential to running successful campaigns. With the rapid evolution of technology and changing consumer behaviors, it’s crucial to keep an eye on the major trends shaping the future of communications campaigns. BETAH is leveraging many of these trends to better serve our clients, such as using AI to add power to our work. And we’ve been a pioneer, prior to the pandemic, with a solid track record in hosting hybrid events.

Content Marketing Platform Concept - 3D Illustration

Let’s dive into some of these game-changers.



Personalization and Data-Driven Decisions

Data is the new oil in the world of communications. Smart marketers are harnessing the power of data analytics to understand their audience better than ever before. By tracking and analyzing user behavior, preferences, and engagement metrics, you can tailor your campaigns with surgical precision. The future is all about personalization, and data-driven decisions will be at the forefront.



AI and Chatbots

AI has changed how organizations promote and sell their products and services in big ways, such as enhancing customer engagement, personalizing communications, and automating routine tasks. AI also has the potential to create new forms of creative expression, break down language barriers, and improve accessibility for people with disabilities. Additionally, AI can help measure the success of a communication strategy and identify key trends that leaders need to be aware of and plan for. Expect AI to become an integral part of your communications toolkit.



Video Dominance

Video content is king, and it’s only going to get more influential. Short-form videos, live streaming, and interactive video content are driving engagement and conversions. Whether it’s for social media, webinars, or virtual events, incorporating video into your communication strategy is a must.



Voice Search

With the growing prevalence of voice-activated devices like smartphones, smart speakers, and virtual assistants, consumers are increasingly relying on voice commands to search for information, products, and services. This shift demands that communication campaigns adapt to optimize for voice search, as traditional keyword-focused SEO strategies may not suffice. Additionally, voice search presents opportunities for personalized, location-based campaigns, as users often seek local information through voice commands.



Virtual and Augmented Reality

Virtual and augmented reality are gradually becoming accessible to the masses. They offer unique opportunities for immersive storytelling and interactive experiences. While adoption is still in its early stages, it’s worth keeping an eye on how these technologies can enhance your communication campaigns.



Remote Work and Hybrid Events

The pandemic accelerated the shift to remote work and virtual events. Even as things return to normal, the remote and hybrid models are here to stay. As a communicator, you’ll need to adapt to new formats and find creative ways to engage with remote audiences effectively.



“The future of communications campaigns is incredibly exciting and also highly dynamic,” says BETAH’s President and CEO Michelle Taylor. “Staying informed and adaptable is key to success in this ever-evolving landscape. Embrace these trends and experiment with technology to build stronger connections with your audience.” Happy communicating!

Our Cultural Symbol is a Butterfly

There’s something magical about the transformation of a caterpillar to a butterfly. Similarly, transforming communications is a crucial aspect of modern-day businesses—a process that requires a continuous change in the way organizations communicate with their internal and external stakeholders. It’s a process BETAH has mastered to navigate our own growth and to champion our clients’ goals over the past 35 years.


  • Just like a butterfly that goes through significant metamorphosis, businesses must begin their journeys by identifying the need for positive change and laying the groundwork for transformation.


  • Next, like a caterpillar that grows and molts out of its skin to increase in size, businesses must be willing to adapt and grow to meet the evolving needs of their customers and stakeholders.


  • As the caterpillar attaches itself to a plant and sheds its skin one last time to reveal its chrysalis, businesses must be willing to embrace new market opportunities and challenges, best-in-class tools, and technologies that can facilitate secure, reliable, and audit trail-enabled mobile communications nationwide among staff, regardless of physical location or role.


  • Finally, like a butterfly that emerges from its chrysalis with four wings, businesses must emerge from their continuous and natural transformation with a renewed sense of purpose and operational goals.


That’s been the path BETAH forged as we mark our 35th anniversary and prepare for exciting years ahead. We’ve refreshed our brand, adopted a new logo, and launched a new website to evoke the spirit of the butterfly. “The butterfly is our company’s cultural symbol,” said BETAH President and CEO Michelle Taylor. “We plan to build on former successes and bring this same spirit of transformation into our upcoming work with clients and their audiences.” By embracing change and transforming marketing and communications, BETAH will keep helping businesses, nonprofits, and government agencies achieve their goals and stay ahead of the curve.

Leveraging Social Marketing Techniques in Public Health: A Prescription for Sucess

By leveraging digital marketing tools and techniques, the health industry and government agencies can improve their communication strategies and stay ahead of the curve.


“Marketing communications techniques are essential in the work that we do for our clients, like the Office of Infectious Disease and HIV/AIDS Policy and These techniques play a crucial role in promoting health messages, products, and services, as well as helping to shape attitudes and behaviors,” says BETAH’s Vice President of Client Experience Michelle Graham.  “Innovations brought on by the COVID-19 pandemic,” she continued, “as well as the healthcare inequities further exacerbated in hardly reached communities, emphasize the need for more tailored social marketing technologies and communication strategies, including digital marketing, to achieve better health outcomes.”


Effective social marketing techniques can raise awareness about critical health issues.

By employing targeted campaigns, health organizations can educate the public about various diseases, prevention measures, and available treatments. For example, public service announcements and social media campaigns have been instrumental in spreading awareness about vaccination during the COVID-19 pandemic. Such efforts not only inform but also influence attitudes toward health practices, encouraging individuals to adopt healthier behaviors.


Digital marketing techniques can enhance patient engagement.

The use of patient testimonials, user-friendly websites, and interactive content can empower patients to take an active role in their health decisions. Personalized marketing strategies, such as email reminders for health check-ups or medication adherence, can nudge patients toward more responsible health behaviors. Through these methods, healthcare providers can foster a sense of responsibility and self-efficacy in patients, influencing their attitudes and behaviors positively.


Online marketing can also improve health access and equity.

By strategically targeting underserved communities, healthcare organizations can reduce barriers to care. Campaigns that emphasize affordability, convenience, and the importance of regular check-ups can encourage people to seek medical attention early. These social marketing efforts can help bridge healthcare disparities by making healthcare services more accessible and desirable, thereby transforming attitudes toward healthcare utilization.


Marketing technologies can bolster the reputation of health organizations.

In an era of online reviews and social media, public perception greatly impacts an institution’s success. Through online reputation management and positive branding, for instance, healthcare providers can cultivate trust and credibility, thereby influencing patient choices. A well-executed data-driven marketing campaign that highlights a hospital’s achievements, patient satisfaction, and commitment to quality care can shape positive attitudes and encourage individuals to choose their services.


To recap, marketing technology has a significant role to play in influencing attitudes and behaviors in health across companies, hospitals, patients, caregivers, and other groups. From raising awareness and encouraging responsible health practices to improving access and building trust, today’s marketing practices have the power to drive positive change in the health sector. When ethically applied, these techniques can help save the lives of individuals through informed decisions—ultimately leading to better health outcomes for all.

Embracing the Best of Both Worlds: The Advantages of Hosting Hybrid Meetings and Events

In a world where flexibility and adaptability are the name of the game, hybrid meetings and events have emerged as a game-changer. These events combine the best of both physical and virtual worlds, and they come with a plethora of advantages—especially cutting costs and making meetings more budget-friendly for individuals and host organizations.

Expanded Reach

With physical events, you’re often limited by venue capacity and geographical constraints. Hybrid events break down these barriers, allowing attendees from across the globe to participate virtually. This expanded reach can lead to increased brand exposure and a more diverse audience.



With hybrid events, you offer attendees the option to choose how they want to participate. Some may prefer the in-person experience, while others may opt for the convenience of attending virtually. This flexibility accommodates various preferences and circumstances, making your event more inclusive.


Enhanced Engagement

Virtual platforms have come a long way in terms of engagement features. Interactive polls, live Q&A sessions, and virtual networking opportunities can create a dynamic and engaging experience for virtual attendees. This interactivity can sometimes surpass what’s possible in a purely physical event, enhancing the overall experience for everyone involved.



By reducing the need for travel and physical resources, hybrid events can significantly lower their carbon footprint. This environmentally friendly approach aligns with the values of many organizations and attendees.


Data Insights

The digital aspect of hybrid events provides a goldmine of data. You can track attendee engagement, gather feedback, and analyze metrics to gain valuable insights. This data can help you refine your event strategy, improve future events, and better understand your audience.



Hybrid events make your content more accessible to a wider range of people. Individuals with disabilities or those who may have limitations that prevent them from attending in person can still participate virtually. This inclusivity is a significant step toward ensuring that your events are accessible to all.


Adaptability in Uncertain Times

The COVID-19 pandemic showed us just how quickly circumstances can change. Hybrid events provide a built-in contingency plan. If unforeseen challenges arise, you can pivot to a virtual format without canceling or postponing your event, ensuring continuity and minimizing disruptions.


“Hosting hybrid meetings and events isn’t just a passing trend. It’s a smart strategy for today’s ever-evolving meeting needs. It offers flexibility and accessibility, breaking down barriers to participation and enabling organizations to connect with a broader and more diverse audience,” says BETAH’s Hybrid and Digital Strategist Sean Tolliver. “It can also be more cost-effective, especially if an organization has a large travel budget requirement for its meeting.” But Tolliver cautions that organizations have to pay careful attention to the costs for production and the technology requirements, which can escalate quite rapidly depending on the needs and size of the event.


By embracing this approach, you can create more inclusive, engaging, and sustainable events while staying adaptable in uncertain times. So, why not take advantage of the best of both worlds and start planning your next hybrid event with BETAH? We plan for your success.