Trends that have and will be the torchbearers in the digital eraDisha Kathuria
If anything is certain about trends is that they are attuned to the winds of change. They may be ever-changing but it doesn't imply that they are insignificant. Today's trend is the seed that will influence tomorrow's trend or perhaps even a culture. The safe thing to do therefore is to keep oneself abreast of trends that shape decisions.
The digital world is a slippery ground for trends, so, put on those spiked shoes and a pocketful of gut to apprise yourself of these four intuitive trends that are doing the rounds in cybersphere as we speak.
Content is king, not a pawn.
''One of the best ways to get the most out of your content is to tap into your intellectual capital: your internal experts and thought leaders. Use their insights and turn them into consistent sources for content creation.'' ~ Forbes
Words have, time and again, proven their worth. Old, banned books, scrolls from the Dead Sea, several lost accounts of our past (which define our future) are re-surfacing, thanks to a few digital initiatives. They are carriers of information or content, which existed over centuries and even triumphed over man’s relatively new acquisition – stupidity.
But as technology enabled us, it disabled us with regards to the usage of content - where our lazy minds reduced their essence to SEO’s, limiting them to rehashed and thoughtless string of sentences paraded around as information. That’s not the fate fit for a king.
So never submit to the impotent; nurture a culture of research which will craft your content. Once that is in order masses will lap it up as being opinionated and resounding.
"Going forward, firms need to embed a client’s ethos as an agency and recruiting additional experts to do the job right. It is the way forward and provide for the greater good.'' Forbes India
As we sail into the digital age, we must equip ourselves with the new rules of the game. Being multifaceted is a leverage which allows you to be a one-stop shop when it comes to fulfilling your client requirements. More and more agencies are recognising this trend and are becoming more adept at catering to all the needs of their clients.
Experience is personal again
''Moving away from stock footage and the repeated usage of the same imagery, the future winning brands on digital will create personalised content that tells their story uniquely, each time.'' Forbes India
The days of stock images with their off-putting watermarks are over. The time of personalised content has begun. The young user of today demands attention to detail and won't think twice before blowing you off if not satiated. As their thirst for unfiltered and riveting content rises, it would be all but expected of you to create content that’s personal, intimate and focused.
Many analysts have hinted at a colossal transformation, one where the one idiot box will be replaced by another. Simply put, the life of the television now hangs at the end of a guillotine and digital video calls the shots. This trend seems to derive its strength based on actual user behaviour which is backed by predictive tools, also called success metric, being implemented by leading portals. Slowly but surely, we are entering the realm of web series, live video streaming and micro experience videos.
The digital world is in its nascence, making up its laws and breaking them as it goes. This birthing is a difficult process and if it’s not guided by consistency, there’s a chance that its fragility will be exposed to all those who have begun to think of it as the change they’d been waiting for, hoping for.