Content Marketing: Fusion Of Technology & Storytelling

Content marketing and technology stand at the cusp of a transformation in modern marketing. The amalgamation of advanced technology with creative storytelling is opening up new possibilities for brands to connect with their audiences in more personalised, engaging and authentic ways than ever before.

Modern marketing paints a picture of a future where content is not just consumed, but experienced in ways that blur the lines between the digital and physical worlds.

Power of Personalisation
Sukesh Nayak, Chief Creative Officer, Ogilvy emphasised the importance of marrying great concepts with advanced technology. He said, “You cannot take a substandard idea and try to get good technology and think will become amazing. You need to have the most cutting-edge concept and an idea, and then technology is a phenomenal tool to make the impossible happen, to make personalisation or to make the scale that you want to connect with.”

The sentiment was echoed by Anurag Sachdeva, Founder & CEO at Xtendr, who highlighted the evolution of content from one-dimensional text to immersive, multi-dimensional experiences. "We are heading towards a three-dimensional world because technology is enabling it," Sachdeva noted. He shared examples of how augmented reality and artificial intelligence are being used to bring print media to life and create interactive studio experiences for users at home.

The power of contextual targeting in this new rulebook cannot be overstated. Milva Povo, Director of Sales - India at Seedtag explained how AI is revolutionising the way brands connect with their audience stating, “Just like Amazon knows what people buy, Google knows what people search, Seedtag knows what people read. And that's how we are able to contextualise while we target users across the open web.”

Beyond Scale
One of the developments in ConTech is the ability to create authentic, localised content at scale. Mandar Natekar, Co-Founder & CEO of NeuralGarage highlighted how AI is solving the paradox of making dubbed content feel natural and authentic. "Technology can be now used, and there are various options available to make dub content look authentic in every language, and at the same time make it look very natural", he remarks.

Technology is no more about just about scaling content but about creating more intimate and personalised experiences. Filmmaker Shakun Batra sees immense potential in these advancements. He comments, "Today, where we are with technology, it's actually making our lives easier and it's actually not something that you're only using to mount weight, it's actually helping you to even do intimate stuff." He envisions a future where content can truly be pan-Indian, with stars like Shah Rukh Khan sounding authentic in every language.

The challenge for marketers and creators will be to use these tools not just to reach wider audiences, but to create deeper, more meaningful connections with each individual consumer.

In this new world of content marketing, the possibilities are limitless. As Nayak aptly put it, "Today, in 2024, we are thinking, pushing ourselves, our thinking is going braver, and we are enjoying the act of creating because the possibilities that we have today are incredible."

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.