Since 2013 when I first started highlighting the trends that will influence business strategies in the coming year, the major topics have not changed.

However, what has changed is how much more sophisticated and powerful the components of these key trends have become.

While social media had been around for a few years at that time and users were more focused on connecting with family, friends and colleagues the world of social media has exploded into something that has become an essential part of everyday life. And that trend continues.

In addition, computer technology and the internet of things have expanded beyond what most people had imagined in 2013: from simply controlling the locks on your front door or lights in your living room to today鈥檚 opportunities of controlling just about everything in your daily routine from parking your car to ordering a coffee from your favourite barista. Again this is one trend that will continue to expand at a speed unprecedented in technological development.

Included in these trends will be the use of artificial intelligence (AI). This is no longer a buzzword as AI will become more important in developing marketing strategies. For example, AI chatbots will become an integral part of everyday life through websites, apps and smart devices. What will be seen is an increase in the use of voice-activated devices so voice search will become as critical as SEO efforts.

AI will also impact the development of communications strategies. From content creation to graphic design - however controversial - these tools will change the way businesses deal with their customers and the community at large.

While AI has its pluses it also has a downside. Because of the plethora of misinformation and downright fabrications, there is a certain degree of mistrust seeping into the equation. Consumers are demanding more honesty and integrity from businesses.

Along these lines, another trend that is taking shape is the need to be more ethical in terms of environmental responsibility, sustainability and transparency. Green marketing campaigns that highlight your efforts will resonate strongly with consumers who are eco-conscious.

While people are using their electronics to stay informed and connected, there is a growing need in the realm of public relations to seek out face-to-face opportunities. This is important in not only business-to-business activities but also in reaching out to the general public. People get more out of these person-to-person meetings, events and pop-ups as they add that human touch that is lacking on social media.

These trends are just the tip of the proverbial iceberg. Each business will find that other industry-specific trends will impact marketing and sales in the coming year. For example, the colours that will affect the fashion and home d茅cor industries can have an impact on how you package your products or set up staging for a video.

While trends change on an annual basis there is one rule that you need to keep in mind. Get to know your customers. If you don鈥檛 know who you are talking to, you won鈥檛 know what to say, how to reach them, or even know what they want.

Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at joesmith@shaw.ca