The bane of brands: pressure of ‘always on’ content marketing

The rise of social media has given birth to a new phenomenon in marketing: the urge to be present across all platforms in some form or the other, throughout the year. This has resulted in an artificial pressure to be present in ‘media’ (and I use it within quotes to connote every platform where a brand places its message) virtually 365 days of the year. And that’s not a good thing.

Brand communications have always been about two broad sets of creatives: strategic and tactical. Prior to social media, strategic communication revolved around brand campaigns on TV or print and tactical communication was about one-off activities like promotions. Some brands had memorable, relevant big ideas which could be carried forward across both these. Some examples include ‘What an idea, Sirjee’ from IDEA, ‘Mera wala blue’ from Asian Paints and the ‘unbreakable bond’ of Fevicol.