On Dec 22 Amitabh Kant our NITI Aayog CEO tweeted something that awestruck me. Let’s check out his tweet. He wrote – “Amazing! With 150 crore gigabytes per month of mobile data consumption, India is now the world’s no 1 mobile data consuming country. Its mobile data consumption is higher than USA & China’s mobile data consumption put together.”This will surely amaze you especially if you are a digital marketer or planning to choose this route to promote your goods and services to find customers. This Digitalization of consumer behaviour had recently coined a new word in a list of marketing technique i.e. content marketing.
A content is simply a visual (texts, image, video, infographic etc.) or audible form of any useful information. Content Marketing can be described as using quality content to reach online users and influence them to seek desired behaviour or goals. Mostly the goals are commercially oriented such as to create sales leads, promotion and branding, offers and advertising. Today’s one of the vital and implicit goals of content marketing is not just to convert potential buyers into buyers but also continuously engage, communicate and always keep them interested in the goods and services they want.
Some of the Empirical factors that will Influence the future of Content Marketing in near future especially in our country are:
1.Evolution of localized video content
As per Nokia MBIT report 2018, India data traffic grew by 144 percent. 4G usage reaching 11 GB per user per month on average. Video content contributed whooping 65 percent of total mobile data traffic. It implies that Majority of Indians prefers using videos to extract information than text, but what’s really new is the localization and regionalization of content using local people and local languages. Google and Facebook had already started leveraging this localization to reach the remotes. Small business in content marketing too can catch up via hiring local to develop and proof-read local contents.
2.User data and Security
The flow of personal data across the borders over the internet has undoubtedly grown the Businesses relying on that data for commercial grains but at the same time, it has raised concerns in the mind of people about how their personal data is being used. European Union has already enforced its GDPR (General Data Protection Regulation). It‘s not too long when developing Countries like India will also have their own version of Data security and privacy laws.
With the advent of these laws several businesses, including startups and SMEs will have to tweak and redevelop their targeted content ensuring they comply with the law of the land. Businesses who will be having skilled and adapt content marketers will come out from the initial teething problems, so it’s time for the small firms to pull up there socks and hire the best.
3.Strategic Relations taking to long-haulS
The vital ingredient to that make longing lasting relations with the audience is honesty whose fragrance is immortal. It is the amalgamation of creative writing and trust that opens the gate towards stages of brand awareness i.e. awareness, knowledge, liking, preference, conviction and purchase. Today a majoring of businesses and consumers are going through a transformation phase taking a taste of state of the art technologies like Artificial Intelligence, virtual assistance, Virtual and Augmented Reality, Internet of things etc. but at the same time, it is also important for businesses to keep their content and operations simplified.
World is changing fast because of enhanced connectivity and so are the people’s behavior on internet, their interests and their buying patterns. Instant inter-connectivity unfortunately also has potential to turn a fresh idea into an obsolete in a quick span of time that is why marketers all around the world now and then experience trough an overnight disruption.
With an inception of a new product and service ideas, it has become crucial to synchronize, update and upgrade the content that businesses are serving to the people. Thus it is very important for content marketers to be on their toes and one step ahead of competition by using self-disruption.