The FUTURE is NOT in THE FUTURE. The FUTURE is Right here! The rise of the PHOENIX of CONTENT MARKETING- Version 4.0

Johny, Johny

Yes, Papa?

Browsing Internet?

No, Papa!

Telling lies?

No, Papa!

Open your PHONE

Ha, Ha, Ha!

It’s no news to talk about the importance of content and content marketing anymore but what still stands as a news is to demystify the very dynamically evolving and challenging world of the “Science of "ME - Content Generation”. In the last 18 years of my career graph handling various spectrums of strategic marketing, the most exciting times have been since 2010- the era of inception of digital marketing in the day to day lives of a marketer. Marketing made a lot of inquisitive sense to me since then owing to digital world's and digittized customers ever evolving nature. Remember the world of “Orkut”, FB to food delivery apps to digital flight booking phenomenon to online shopping majors like Flipkarts of the world to the war of Snapdeal. The wave started touching all walks of our lives to the tune that it reached Groceries through Big-Basket and house help technicians through Urban Clap. Then the reign of digital payments started, wallets became digitized and digital currency became a reality. And here evolves the era of WhatsApp, Instagram, Netflix and the wave of Amazon and Ali-Baba. If you just pause and reflect on your life simply a decade ago it was surely not what it is today! From here we are talking about robotics, connected world, connected homes, gadgets and cars, IOT, Drones and AI. Well, the future is not in the future, the future is right here!   

The world is evolving to a constant information flow and now the next level is how this information can be made intriguing enough to stand apart from the crowed world of free flow of content and deemed fit to be called as Gulp-able Content. The story of story-telling is in a constant parallel chase with the new innovations happening around. All digital innovations are ultimately aiming at making a customer’s life super easy, connected, swift and thoroughly customized. The world is moving from generalized services to customized services and hence the content journey too has been witnessing a constant shift. The world has moved from “YOU” to “ME”. Brands used to work on a “YOU-Content” few years back. The “YOU” also known in functional marketing language as – the “TARGET AUDIENCE”. YOU-Marketing now is moving towards “ME-Marketing”. We think of community building and put all ME’s into one community. A ME Community is nothing but a group of customers wanting to consume a “Ditto Content”. A marketer’s skill has moved from serving one 2 one to one 2 many to many 2 many and now the age of Awesome to Many! I 100% resonate to the study done by Business Insider in the Infographics here.  

It’s the time to be super creative. A time when content is the king and a digital platform allows you to make mistakes, learn from it and move faster, be more agile. It’s neither the times when a flop TV commercial used to haunt a marketer quarter on quarter nor a time when a successful campaign can have longevity of more than 2 months. It’s the time for a constant chase to achieve faster and higher in all terms. Thus an era of super agility & hyper sensitivity. In the digital age-everything is happening at the same time in the same spectrum. It’s the age that calls for minds to think beyond the BOX.

Because-Out-of-the Box is a thing of PAST, the digital age is -“Beyond – the –Box”.

Are you able to re-write the history for future! It’s a complex world yet agile, it’s a dynamic world yet expects you to be more rythmic; it’s a fast world yet gives you an opportunity to keep re-racking yourself back in the race!

In short today’s modern marketing is a “Theatrical Performance” with the agility of a pre-shot 70MM Film! Complex yet easy, difficult yet discoverable! It’s exciting times ahead for futuristic marketers as it calls for understanding the current and arising with the current!

 Are you GAME?

Happy Reading & Learning!