Could Advertising Become an ‘Invitation’? The Future of Agentic Marketing

In today’s world overflowing with digital advertising, India is attempting to lead a new marketing trend. This trend emphasizes ‘agentic marketing,’ which focuses on ‘valuable negotiations’ with consumers instead of imposing advertisements unilaterally. If this movement continues, how will our advertising experience change?

1. Today’s News

Source:
https://www.mxmindia.com/columns/from-interruption-to-invitation-the-rise-of-agentic-marketing/

Summary:

• India is leading marketing reforms to shift advertising from ‘imposition’ to ‘invitation.’
• A new advertising method based on value-based negotiations between consumers and companies.
• This transformation has the potential to redefine the meaning and value of advertising.

2. Considering the Background

In the world of digital advertising, consumers are inundated with information. A barrage of advertisements fills their field of vision, making it difficult to capture their attention. At the root of this problem lies the traditional unidirectional advertising model. Now that consumers can choose to ‘ignore’ advertisements, companies are searching for new approaches. This is what is called ‘agentic marketing.’ So, how will our future change as this new model progresses?

3. What Will the Future Hold?

Hypothesis 1 (Neutral): A Future Where Advertising Becomes a Negotiation Space

If agentic marketing becomes mainstream, advertisements will no longer just be about disseminating information; they will become negotiation spaces between companies and consumers. Consumers will communicate their needs and values, while companies will make proposals accordingly. This change will turn advertising into a more personalized experience, but unless both parties’ expectations align, negotiations will not succeed, leading to a reevaluation of the value of advertisements.

Hypothesis 2 (Optimistic): A Future Where Consumer Voices Are Reflected

If this new marketing method succeeds, advertisements will reflect consumer voices more prominently. Consumers will be able to easily convey their opinions to companies, leading to product development and service improvements based on that feedback. This transformation will create a world where companies are more aware of customer needs and consumers can enjoy more satisfying choices.

Hypothesis 3 (Pessimistic): A Future Where the Value of Advertising Diminishes

On the contrary, if this initiative fails, consumers may feel even more advertising fatigue, leading to a diminished interest in advertisements themselves. If companies cannot meet consumer expectations, advertisements will increasingly be ignored, and the effectiveness of marketing will decline. There may also be a widening gap between consumers and companies.

4. Tips for Us

Thinking Tips

• Consider what kind of value you expect from the content and methods of the advertisements you receive.
• Think about whether you can clearly communicate your needs and values to companies.

Small Practical Tips

• Express your opinions as a consumer by providing feedback on advertisements that catch your interest.
• Exchange opinions about advertisements with friends and family, sharing new values around advertising.

5. What Would You Do?

• What kind of information or experiences do you seek from advertisements?
• As agentic marketing progresses, how do you want to engage with companies?
• As a consumer, what methods will you use to express your opinions?

What kind of future have you envisioned? Please let us know through social media quotes and comments. Our future depends on your ideas and actions!