As head of marketing , 30 years back , I managed big advertising budgets.
The medium was mass media. Print publications.
What I could control was the communication creative and the print publication I chose for the Ads.
As a marketeer I would hope to interrupt my target audiences.
The same followed with television medium.
Interruption was the game.
The smartphone changed everything.
Price of data dropped.
Consumers took charge of the data they consumed.
Consumers can no longer be interrupted by advertising.
Consumers consume content.
Over 80% of the data consumed is video.
Consumers consume Entertainment, Stories , Information, Education.
When consumers started consuming Entertainment, Brands switched to becoming Entertainment, Storytelling.
Brand Storytelling is the future of marketing.
Products became part of the story, almost like product placement.
One more trend alert – consumers appreciate Brands that are humane are concerned about community not just profits.
Brands will start telling stories of good.
Real stories , that touch the heart.
Good stories are remembered , shared.
Watch the Bittu Story . Video, Story , Local , Brand is at demonstration.