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Evolution Of The Digital Era: Future Of Marketing

With digital content and technology trends on the rise, the scope of various brands and industries to engage and connect with their target audience is boundless

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Unless you have been living a very secluded life, your world is digital and has been for a while. We have seen the evolution of marketing take many different forms. Now marketers have such a diverse and unknown landscape to tackle when they want to reach their target audience, that they need to be on top of what is trending and where their consumers are.

Interestingly, the brand messaging that provides the most impact is the one that truly connects with consumers, provides human engagement and has a real impact on an individual and their lifestyle.

In 2017, we have seen the rise of personalized campaigns and content and the increased use of mobile devices and smartphones. With rising consumer engagement on the smaller screen, mobile is set to take a big piece of the digital pie, for ad spends in 2018. According to a 2017 report by e-marketer, Mobile ads will make up 62% of digital ad spends in India by 2021, and the rise in mobile advertising boosted the overall digital marketing spend to around $1.21 billion in 2017.

With an overcrowded marketplace of brands all vying for attention, content has to be on point and engaging for the individual. Thus, Branded Video Content has become one of the most important tools in a marketer's arsenal. With its ability to engage and excite consumers harder, better, faster, stronger than text-based content, platforms like Facebook and YouTube are leading top recall value for marketers. In 2018, we will see the further growth of video content on digital platforms as a trend, where brands will be investing in creating interactive, narrative and highly efficient storytelling in consumable and easy going short form content.
Social platforms, have initially been used to connect people and savvy marketers are aware that it is not about being the best brand with the best product, it is about being the brand that resonates best with its consumers. This is where influencer marketing has proven successful.

Influencer Marketing is all about building a real connection between consumers and influencers. While the practice has taken off in 2016, it is limited by the fact that consumers today might link too easily, influencer led content to brand led content. Influencer marketing's biggest strength is authenticity and in 2018 more than ever, marketers will need to put the human connection at the heart of their brand messaging and do it wisely with the right influencers using the right tone.

With digital content and technology trends on the rise, the scope of various brands and industries to engage and connect with their target audience is boundless. We have seen other trends enabled by technology popping up in 2017 more frequently, like AI, VR and Chatbots. Smart brands have started adapting to these trends, strategically planning for 2018 and beyond. With the focus on building consumer experiences and connections through digital means, a brand can have a good chance to be ahead in the game, giving a competitive edge to their business.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

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Udit Bhambri

Udit is an MBA from Babson College, Massachusetts, USA, he specialized in Marketing, Brand Management and Entrepreneurship and has worked on brand and communication strategy in India and overseas on a wide range of projects including packaging, retail, corporate branding and experiential design. He has managed brand portfolios across diverse industry sectors such as Fashion, Financial Services and FMCG. Some of the prominent brands handled till date include General Mills, Nestle, Cadbury, Coca Cola, Future Group, Godrej and Marico. At VML, he leads the agency’s India teams and works on digital strategy for clients including ICICI Bank, Wendy’s, Moods, Revlon and Mahind.

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