 Increasingly what's happening is content marketing is becoming a part of the overall mix because while traditional media still continues to play a big role, what's happening is there is a lot more engagement that's coming from consumers in the way they consume media, in the way they expect things from brands in the media. So as a consequence content marketing is certainly becoming more and more important and I think will continue to grow as well. See I think ultimately content marketing is about what you know meaningful role that the brand can play in the life of the consumers and how it can really add value to the consumers so that it makes their life better and it's not just about what the brand can do for them from a pure product or service point of view and therefore if the brands can get consumers to either be more educated, can entertain them, can engage with them, get them to think about you know past notions and how they could be re-evaluated all of those things can actually add value to the consumer and therefore would you know serve the purpose from a content marketing point of view. I think it can because I mean if you look at it I mean there is a certain pie of money that you spend on media and as you go along and more and more integrated plans start getting developed which includes the traditional media like television and print but also equally a lot more vernacular a lot more localized content I think you will still have to manage within the certain amount of money that you have but you might start getting more long-term engagement from consumer which can ultimately lead to a savings in cost.