DATA+DIGITAL+CONTENT: Sandeep Sharma of RK Swamy Media Group

In his predictions for 2020, Sandeep Sharma, President, RK Swamy Media Group notes that disruption is set to be the new normal, but that content will continue to be king

BY TEAM IMPACT
20th January 2020

DATA+DIGITAL+CONTENT: Sandeep Sharma of RK Swamy Media Group

Disruption is the new normal: Nothing is safe. Safe is risky and risky is safe is what we have been hearing for years now. These last few years have actually shown how healthy disruption can push an industry to strengthen at its core. The advent of Martech and data-analytics has seen the emergence of new age agencies which are far more lighter, agile and cutting edge in their approach. In the coming future the pressure will be on traditional agencies to justify themselves.
Content will always be King: Reality TV, Events, OTT, Interactive content are all here to stay, get better and rule. IPs will dominate. The masses will look for new and innovative ways to engage and entertain themselves. This will probably be the area where maximum jobs will be created and ‘content specialists” will be in demand. Many of the erstwhile copy writers will evolve into content writers. Clients will look at more innovative ways to engage with consumers via content.
Data+Digital+Content: The most sumptuous new age bhelpuri. Extremely potent and most addictive. The likes of Buzzfeed, TVF, Arre and ScoopWhoop are a huge threat as they look to bring all under one roof and tempt brands away from the traditional models of marketing. We will see more of these try to breakthrough in 2020 and all power to them. The advent of 5G will be a game changer and disrupt television advertising, this has the potential to redefine how clients advertise and will also herald the arrival of CIO, mar-tech qualified managers in media agencies complementing the traditional existing talent.