 The stalwart is here on stage filmmaker lyricist poet writer and journalist He adjoined reliance entertainment when he served as a chairman for 15 years under his guidance Reliance Entertainment became a major player in Hollywood He will be talking about the future of digital marketing ladies and gentlemen mr. Amit Khanna. Give it up for him, please You can use those mics. Thank you so much for my DJ at the console. He's got into the mood finally folks, I know it's the tail end and people have been at the receiving end of a lot of verbias and The problem when you talk about future is as they say the future is now so it's a bit of an oxymoron and Yet some of us who have Actually got a real gray hair as through time and experience it sometimes It makes as imperative for us to look into the future gaze into the future and I will try and Look not too distant into a future But say maybe in the next five years seven years horizon and that's perhaps the most one can Look into This space especially in the digital world. I Spend the last hour hour and a half here listening to some of the the previous panel and some of talking to some of the people outside and One thing which struck me straight away was that this room was still predominantly made up of digital migrants. I Could hardly spot the digital native here Now digital native of people Who actually belong to Gen Z? the post-millennials People born in the 90 late mid 90s and and later These people this entire universe is going to be that of digital natives people who do not understand or Relate to the analog world in the way we did or Or even in the way you did in some form or the other This by the in the next five years. We will perhaps be a completely digital universe That said there are issues which we need to Look I was looking at some recent studies done globally and The one estimate says by 2025 the total amount of data consumed Will be one X a bite Per week now if I put it in perspective is that the total amount of all written Audio and visual data generated in the first 2000 years of human history was one or one or one and a half X a bite Which would include you know everything from time immemorial The other thing which struck me is that in India for example when we talk of of digital India we talk of You know I heard a mention of Geo and how it is revolutionized the space yes, it has but unfortunately In the younger Demographic of let's say 15 to 25 in outside metros only 30% of people are online regularly So we have still a long way to go India may have scaled up its data consumption, but we are nowhere in the picture Even in the top 20 or 30 in terms of penetration we confuse Devices and access to Consumption Which is not really The right way of looking at things I'm not a pessimist. I'm an optimist by temperament, but We have to be realized and Look at certain things which we need to look at in today's day and age first of all you know the hierarchical structure of Industry of goods and services is going to change. We are moving into a Society which will operate in swirls and swamps the first beginnings of this are What were seen in the 90s when The internet was being perceived as a collection of communities. So whether it was a community of friends a community of Nationalities of passions of interests of You can share the economic pursuit Not that if you exponentially extrapolate and look at The future we are going to be talking about these large swirls or swamps of people who will then be the It's like a beehive You know the the societal structure will be more like a beehive. So you'll have a honeycomb structure Now to be able to monetize That structure Through any sale or transfer of use of goods and services requires a completely New approach Not only a paradigm shift, but perhaps reworking the whole theorem there are certain Obvious take a ways which one can see from the last Decade which of digitization globally one is that the emphasis on ROI on Traditional metrics of measurement and consumption of data content Information is actually becoming irrelevant What we are trying to do is Adapt existing models from the analog world and hope that that will service our needs in the future This will be impossible already you know unlike Most corporations in India all the larger companies even companies The new age companies like Google and Facebook or the traditional companies like PNG or Unilever are now employing Large number of cultural anthropologists because that they are the people who will actually be able to read trends rather than conventional measurement metric of how Consumer behavior how societal behavior will work There has always been a peculiar anomaly that technology grows in geometric progression But society moves or changes only in arithmetic progression. So there is always a big gap the whole Key here is to bridge this gap. That is the role of a market here and an advertiser That is what translates into a transaction We were we have seen very rapidly evolve from an attention economy from a knowledge economy We we morphed into the attention economy from attention economy. We moved to the To engagement economy and now we are actually Already stepping into a transactional economy Anything which does not translate translate into a transaction has no value as foreign as an engagement So whether it is listening to a song watching a movie Reading an online News or or even watching the FIFA World Cup Unless there is a transaction at the end of that engagement. It loses value Let's look look at YouTube There was a time when YouTube started and I remember visiting Mountain View in those early days and talking to a group of early Googlers and I was One of the things which I learned was that YouTube was it was supposed to be an interim step because even Google did not see it as something which is going to survive two decades or or become a revenue earner and Fortunately for them The advertising and marketing community was so far behind that they continue to use the conventional method of measurement and hence, you know reach and Connecting with the consumer so Whether it was views or whether it was other touch points were still in in in Pretty much in currency The problem now is going to be quite different one We are already, you know all the leading technical Technology Giants have incorporated AI into their Services We are talking of algorithms, which which are completely You know quasi intelligent and all we are now in the midst of What we call the intuitive web and IoT is the next big thing everyone is talking about but actually Already the next big thing is knocking on our doors, which is IIoT, which is the Internet of industrial things so Where machine to machine M2M learning is going to translate into This intermediation between traditional vendors manufacturers and sellers This is very peculiar because while the first and the second wave of digital disruption Was all about this intermediation Where you know you had a Google you did a search you disintermediated the whole set of people and you connected And that's why with the rise of apps now unfortunately, I Don't see a very long life for apps perhaps a Decade that's it because we are now again moving into an area Which I'd like to call the area of reintermediation Where the word which is quite often used nowadays is curated People want curated personalized, you know Bert Manning's the one of the early Chairman of of J. Walter Thompson and The person who set up the MIT lab media lab once said way back in 1980 That the future of media is personalized segmentation That looked almost like science fiction in those days, but today when we are in 2018 this is the future. It's we are moving from many to many from one to many and many to one to a situation where Everything will be individualized this is This is the key for a for in digital marketing You you also have to keep in mind that today there are enough Technology technological tools available to you which are related with Sensory stimuli Now, you know when we talk of a lot of video content We have to realize that There is a certain amount which will be used earlier called stickiness Now that stickiness is changed because two things one attention spans have Got shorter to there is an information overload Or or even in a broader sense our data overload So the amount of what and how you retain that Information that message is becoming more complex Earlier we worked in a hierarchy of You know inputs now it's it's multiple in's multiple outs and To be able to do that many years ago in a Exchange for media conference, I think 15 20 years if I'm not is around I use the word that by In 2000 in at that time 20 years from then which is 2010-15 we'd come to what was called round casting now. What what did I mean by round casting round casting is exactly what Discussed in the previous panel that you use multiple media and send the same message across But we are going to go beyond that that is going to be dead in another five years because the fact is when you are looking at numbers which are you know In excess of five six billion people who are networked all the time and Are on you know, we will move into this an area where? which instantly Actually Geo is pioneering in India where you know, it's no longer about the cost of data Because if you look in from the telecom angle from the other side of the from the service providers angle In 10 years, we'll move to what is called the SDR the software-driven radio Where spectrum will become fungible? So the scarcity of spectrum will no longer be there, you know that they say it won't matter whether I'm You know using a 700 megahertz band or 23,000 23,000 megahertz band it really won't make a difference because everything will be fungible in that scenario when everyone has access to the equal amount of The pipe and the equal speed all the time What will become important is? how you not how you deliver the message but What you put in the message and? How much of that message is going to be retained the post millenial or Gen Z? is You know the consumer is very very Selective it's going to be far less brand conscious than what we are That's the first important thing They will experiment a lot more They will not be swayed by Things like social media Social media will outlive its present form in the next five or ten years, you know No wonder Facebook and Google and all these guys and an apple Are already thinking in terms of what they are going to do with existing services because It's important that as I said it every every such use translates into a transaction for them and you know merely had sense or or You know existing paradigm will not give you enough results because You know if for example today India 80% of the revenue from Advertising or is a focus is going to two companies that there are 2,000 people fighting for that 20% pie That's all historical We have to look at What the new world will be it will be immersive It'll be hyper connected. It will be individualized. It will be segmented and The value would be in trying to you know currently we are in a phase of in in the post Digital world or what is what I'd like to call mass customization So people and companies and services are being mass customized for large communities of users and buyers That will give way to to the personalized segmentation and the one-on-one individualized 3d printing for example is One such area where you will be able to customize products for Literally for individuals and and all are in Concurrently Let's look at the content side what how it will impact and why am I talking in in a such a Sort of wider perspective is because ultimately this all in In a nutshell in a paragraph will relate to digital the future of digital marketing What we are seeing in content is The humanization of content Emotion is what will not be machine replicated no algorithm at the moment or in the foreseeable future can replicate the Felicity of The human brain or mind to shift from one emotional gear to the other So to be able to to Replicate that or to be able to keep that synapse Going it is important for the for the creative fraternity to also understand that We are now fast approaching the end cycle of the you know the large spectacle Films which are which have dominated or television series which have dominated the mindscape for the last 20 years So we will now start discovering the human aspect of it I Meaningful connect is is the key Now, how do you measure or how do you communicate? Meaningful connect that is something which at the moment nobody has a clue and I don't see the present Matrix Have any clue of of that Yet that's where The effectiveness of the of advertising and marketing Really counts Two or three things are pointing towards certain trends The rise of live events That's going to be huge in the next five or ten years. You know, this is what I call the post experiential phase of media where people would like to Have human contact with events with with goods with places. So that's going to be big We will also have a lot more customization of content Curation is the first part You know, I was remembered talking to Steven Spielberg ten years ago and he's a very very prescient guy and he said, you know Two decades from now When I make a film and if I make a film I will have multiple story lines Because ultimately if I have to engage Every individual in the world He will have the choice at and convenience It is not going to be that you have to press buttons and you have to You know go to your remote again and again, which will determine through intelligence Which in artificial intelligence of which way do you want a particular plot to progress? Similarly, we will see that getting translated and or actually happened Before it starts happening in movies already there are a couple of things being made in Hollywood, which have Multiple story line. In fact, not of many of you will be aware that when Dunkirk was filmed a part of that film was Also shot in something called Cinema VR, which is a new technology and started by Intel now What happens in in such a case is that you will have the ability to have different perspectives so FIFA World Cup or the next cricket World Cup will not only have multiple cameras, but it will have the ability depending upon your choice to tailor make viewing for you Future is an exciting thing one can go on, you know, I mean there are Navigates sitting here and jotting down some things of what is likely to happen It is course so vast and scary about the bell has sounded and you have more to come I'm around in case anybody wants to ask this specific question. Thank you Thank you so much. Mr. Khanna. I request you to remain on stage. I'd like to call now Mr. Ganesh Morgan digital sales head because and to Give us our token of appreciation to you. Thank you so much. Mr. Khanna Always look up to you followed your journey very very closely. Give it up for Mr. Khanna. Ladies and gentlemen. Thank you Ladies German, I am Siddharth Kanan hashtag Take munch on social media make a strength