New age media has to be fast and economical

Today, social sensitivity and participation in public debate are at an all-time high. More than ever before, media will create opportunities for brands to responsibly participate in this debate along

Anticipation has its own propulsion system and it's easy to get carried away while putting together a list. Be that as it may, focusing the narrative on the three broad areas of consumers, business and process forces some trends to rise to the top in the world of media.

In the consumer space, 2016 may well be the Year of Causes and Utilitarianism. At present, social sensitivity and participation in public debate are at a high and show no sign of abating. More than ever before, media will create opportunities for brands to responsibly participate in this debate along with consumers. The theme of utilitarianism owes its existence to a subtle speeding up of life. Media connections will need to be fast, economical and convenient to score with consumers.

The world of business has its own drivers. In 2016, add two more to that quiver - content and stream messaging. Ultimately consumers relate to and respond to stories. The importance of content will grow exponentially in the marketing mix this year onwards. Brands that have a positive bias when the consumer is in the passive stage are the ones most likely to succeed when the consumer moves into the active phase to make a purchase. Both these phases need their own touch points and customised messaging. Be prepared to create two streams of communication with their own momentum and distinct dynamics.

In 2016 in the process zone, data automation and paired media will grow several fold. Data flows have multiplied and we find ourselves struggling to stitch them all together. This year, anticipate a host of initiatives across organisations that will automate presentation of data. Drop-down menus will proliferate and then some more. Paired media is the act of consciously linking mass media to personal media. What started off as good-to-do is now taking root as consumers are guided into action mode through the device they always have on hand, sorry, have in hand - the mobile.

Having said all of that and calling them out as trends, something new is bound to come our way as we move into 2016. Without the power to bend light and time, it's forever more difficult to look into the future. Hence, one is always alive to the fact that there is always a radical technology or thought or idea waiting to break ground.

Rajesh Kumar
Chief Strategy Officer, MEC India