Dad was coming home from a meeting, mom knew he would be exhausted and probably very hungry, so she decided to make something new; she simply opens YouTube and types, “Tasty and healthy Evening snacks. Now, the process to make something new might have been difficult but was the intent and recipe search difficult? This action shows how the virtual space has seeped in our lives, not as something enormous, just simply common. What once used to be matter of concern for our parents is now something that they are completely hooked to.
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The New Digital Media has become an E- Market Place with easier access and wide reach, creating a new platform to speculate interests, create opinions and develop new age marketing techniques. The number of job opportunities and freelancing work it has created is remarkable. Social media is itself a great addiction and with the advancement of technology, people have opened up to the idea of self employment through internet. Apps like, Zomato, Big Basket and Swiggy are making it big in the market, just because of its convenience. Facebook Pages like, Flat and Flatmates are cutting down the middle men, thereby cutting big costs. Digitalization has not just added to marketing but made it the experience rather satisfactory for the customers.
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2.47 billion Population is already on this platform and it is expected to increase, which reminds us the further expansion of this space. But what is it that is influencing this population of billions? The answer lays in the jobs that have opened up recently- youtubers, bloggers, basically influencers. The sort of connectivity they create is compliant to both professional as well as personal success. Consumers no longer believe in brand made opinions, they need quality content through personal notions. These influencers cover the gap between consumers and marketers by presenting marketed products through the perspective of a consumer, thereby producing a more consumer oriented market. It is really astonishing that these artists have created such authenticity, that people are actually able to believe them. In over a tenure of 7 to 5 years, they have created a parallel celeb world with their vivid talent, it’s almost unbelievable. Social Media Stars like Prajakta Kohli, Sejal Kumar, Harsh Beniwal, Bhuvam Bam are some of the new age content creators and also big names to this platform.
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This is the technology and ideas which strive now. But if anticipated, this is not it. Pondering what can further brought to these marketing techniques is the Hand Free Technology. Often, you see, you’re with your friends, talking about the recent Avengers movie that has come up, then between the conversations, stumble upon your phone and see the Avengers Poster on your screen. Now, was this just a coincidence or something happened that brought you to this. In marketing sense, this is called Programmatic Advertising, done to target a more specific audience. Such techniques invent when Artificial Intelligence or the Fifth Generation, collaborate with Marketing. There is still more to know how this can be converted into a more direct platform but for now, a majority businesses and companies will keep influencing us this way. The future of such platforms is going to be more astonishing than what most of us can forsee.
Rehsu Hora
School of Journalism & Mass Communication
BMM – Sem IV