Prashant Kumar, founder, Entropia’s debut e book ‘Made in Future: A narrative of marketing, media and content material for our instances’ is a crash course for aspiring entrepreneurs and inventive leaders of future.Prashant Kumar is the founding father of Entropia, Malaysia based mostly full-service company that was acquired by Accenture in June 2021. Prior to this, Kumar has served as the president, Asia world markets, IPG Mediabrands.‘Made in Future: A narrative of marketing, media and content material for our instances’, his debut novel, has been printed by Penguin India. Speaking about the objective that his e book goals to serve, Kumar says that over the final 20 years, the means a narrative is advised, in addition to content material, channel decisions and shopper expectations have all been disrupted.“While execution has advanced, the marketing methods at this time are nonetheless utilizing the templates and frameworks of the previous period. There nonetheless exists a large chasm the place marketing technique occurs and the place the market is. And, that’s the single largest unlocked alternative that exists in the world marketing business. This is the imaginative and prescient with which I began writing the e book,” provides Kumar.Kumar has acquired some nice evaluations from children and impressive executives, who do not wish to look ahead to years to change into marketing heads and chief marketing officers. “They are seeing this e book as a studying ladder. It is simple to be bold. But the greatest problem is, how do you speed up these learnings? The e book finds its objective right here,” says Kumar.The developing of ‘consulgencies’Kumar sees a development of businesses being acquired by consultancies. “When Entropia was launched in 2016, our imaginative and prescient was to change into a ‘consulgency’. We might see the worth that consultancies and businesses delivered to the marketing providers ecosystem. But the proven fact that the two labored at two ends of the spectrum and operated in silos, created a schizophrenic marketing self-discipline, which we weren’t comfy with.”Consultancies will be buying an increasing number of businesses to develop company capabilities. Kumar additionally sees a counter development, i.e., company teams growing extra knowledge and tech capabilities.“If you have a look at the acquisition traits throughout media businesses, they’ve picked up belongings, that are in the tech and knowledge areas, with a view to acquire extra depth. The two industries are coming collectively. And, there has by no means been a greater time to be at the centre of this ‘consulgency’ revolution,” Kumar says.It is a no brainer that model constructing and the way marketing works, have advanced massively over the previous many years.Sharing his perspective about these adjustments, Kumar states, “For hundreds of years, manufacturers had been made by anecdotes. If you have a look at the Hindu Gods, Rama and Krishna and Shiva, all of them was kings who had been branded as Gods over hundreds of years. And, it occurred by way of tales. All our scriptures had been initially songs and tales that travelled throughout areas over a protracted time frame.”Kumar elaborates that over the final 200 years, after the introduction of mass media, manufacturers began utilizing promoting. It grew to become the mainstay due to its environment friendly management and scale. Hence, mass media promoting grew to become the option to construct manufacturers.“There are many manufacturers which are fabricated from content material, over the final 20 years. Be it Tesla, Apple, Google or Facebook, you hardly ever see them doing numerous promoting. It might embody some promoting, however there’s much more peer to look, influencer and experiential content material,” explains Kumar.As per him, over the previous couple of years, many manufacturers have moved in the direction of data-driven experiences. Today, each model wants to offer nice buyer expertise, by way of UX and UI. Otherwise, shoppers will not stick to them.Creative expertise of futureThe e book states that content material structure is made of 5 content material pipes – influencer content material, peer to look content material, editorial content material, promoting content material and experiential content material. All these have completely different strengths and weaknesses, and should be deployed in numerous roles with a view to handle particular bottlenecks in the buyer journey.Kumar says that future leaders should be conversant and deploy various kinds of content material of their communication or artistic technique.“Additionally, it’s excessive time that artistic leaders are comfy working with knowledge scientists and analytics specialists. Because, simply as artistic folks inform a narrative, knowledge tells a narrative as effectively. It is essential that the two tales are aligned to construct data-driven experiences,” Kumar indicators off.
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How will ‘consulgencies’ drive the new marketing ecosystem?
