Last week, Kleiner Perkins Caufield & Byers partner, Mary Meeker released her 2017 internet trends report.  This year’s report has 355 slides of information including a new section on healthcare. Below are a few takeaways for communication professionals.

Be prepared to mobilize your communications strategies. It will come as no surprise to PR pros that in the U.S. we are spending more time per day with digital media – more than 3 hours per day on mobile, per user, versus less than an hour five years ago. Communication professionals will need to ensure that brands are delivering a consistent message and experience across platforms. Our roles may also involve working across more internal groups, with 58% of companies indicating that they have a dedicated mobile marketing team (Salesforce).

Share of voice has a whole new meaning. It is becoming easier to ask than type an online query. According to Meeker’s report twenty percent of mobile queries in 2016 were made by voice. With the rise of products such as Alexa and Google Home, those numbers are sure to increase. It will be important to optimize client messaging and content for voice, driven by how people ask about services and products and the topics relevant to brands.

Google and Facebook dominate internet ads. Google + Facebook accounted for 85% (and rising) of internet advertising growth. Facebook grew 62% year over year from 2015 to 2016, while Google grew 20% year over year. However, while social advertising is growing, marketers struggle with measurement, resources and demonstrating value to the business. When asked about the top challenges in social media marketing, 61% cited measuring ROI, 38% said securing budget and resources and 34% indicated that tying social campaigns to business goals was the top challenge. Communications pros are often involved in paid marketing, including social advertising. We must become more adept at the nuances of the platforms but also at translating results for clients.

Not all video is created equal. Video ads have become popular, but if you’re tasked with this area of responsibility for clients, it’s important to know which type of video ad will succeed. Audiences are more likely to have a positive attitude about incentive-based plus skippable video ads. Viewers have a positive attitude about mobile app reward (68%), Social Click-to-Play, 52% and Skippable Pre-Roll (51%) videos while only 19% had a positive attitude about mobile app pop-up videos and 20% had a positive attitude about Pre-Roll videos.

Assume that your clients will have a cyber threat or attack. When it comes to cyber threats and attacks, the question is no longer “if” but “when.” This year’s report highlighted that the severity of cyber threats is rising with 10MM+ identities Exposed in 15 Breaches in 2011 compared to 11 in 2014. Whether you work with B2C or B2B client, ensure that your crisis communication plans include cyber threats/attacks. Equally important, is taking steps to secure your business information and infrastructure, as small businesses are not immune to data breaches, hacks or ransomware.