August 26, 2021

In the coming days, we will be looking at the role of marketing professionals in the evolving global market, which will be dominated by new forms of content, such as video-on-demand, online and video-sharing platforms.

These will also provide an opportunity to take the lead in the industry in terms of providing the most value to our users, says Anupam Singh, founder and CEO, Brandwatch.

But the role will also be changing, he says.

He believes the new wave of content-sharing will make it difficult for existing marketers to compete effectively.

“The future of advertising and content-buying is all about content sharing, not necessarily a monetisation strategy.

This means that the current model of content delivery won’t work any more,” he says, adding that content sharing will have to change in order to compete.

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