In the age of hyper-information and multi-connectivity, the battle for attention is the main challenge brands have on the table in their strategy to connect with consumers.
A thorough understanding of all the parameters of the marketing environment is essential, according to experts, in order to explore ways to capture the attention of recipients.
The Mediabrands group presented yesterday at its Madrid office The Infinite Thread, a decentralised connection model, which distances itself from the one in which brands gained presence through mass media and in a unidirectional way, based on its real character – the need to establish an authentic connection -; expansive – which generates new brand experiences – and collaborative – which involves collectives and micro-communities -.
Mapi Merchante, the Analytics, Insights & Strategy Director at Mediabrands, argued that capturing attention is the new challenge that brands are taking on after overcoming the challenges related to the coverage, frequency and effectiveness of their campaigns.
The real, expansive and collaborative nature are key to connecting with consumers today.
This complexity of targeting has increased as the digital environment has become richer and therefore more fragmented. “The user browses the Internet and leaves a footprint, which leads us to follow a much more personalised segmentation model, which does not displace the previous one, but rather represents a new layer,” Merchante explained.
The way in which brands have gained presence in this scenario has given rise to three eras of connection, dominated by technological development, the industry of that development and the proliferation of new devices and channels.
The experts at Mediabrands agree that brands are called upon to introduce themselves wherever consumers are, to promote “much more participative” communication and to take advantage of the opportunity offered by Artificial Intelligence to evaluate which people are most likely to consume their products. All this, without forgetting the increasingly accurate metrics.