Continuing with my thinking on this topic, NY Times has interesting article that further reinforces this thought:
Behind the shift is a fundamental change in Nike’s view of the role of advertising. No longer are ads primarily meant to grab a person’s attention while they’re trying to do something else — like reading an article. Nike executives say that much of the company’s future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions.
“We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go,” said Stefan Olander, global director for brand connections at Nike. “How can we provide a service that the consumer goes, ‘Wow, you really made this easier for me’?”
Traditionally, the “service” provided by advertising was cheaper media content for consumers. But the services of the future may be virtual workout coaches, map applications for cellphones, health advice and matchmaking services.
I think this kind of content fused with enriched data( on what customers use as a service, which will arise out this content) will drive the future of marketing.