e4m Conclave South: Connecting with the consumers is an art: Prasanth Kumar, Mindshare

Prasanth Kumar, CEO South Asia, Middle East and Africa, Mindshare, spoke about using emotion to connect with the distracted consumer at the second edition of exchange4media Conclave South

by exchange4media Staff
Published - Dec 1, 2018 9:57 AM Updated: Dec 1, 2018 9:57 AM
PK Conclave

The human attention span is eroding. As per a 2015 study by Microsoft, people now generally lose concentration after eight seconds all thanks to increasing digitisation of the human lifestyle. 

In a bid to grab this reducing attention span marketers are increasingly thinking more innovatively and from a place of emotion to connect and engage with consumers. Prasanth Kumar, CEO South Asia, Middle East and Africa, Mindshare, spoke about using emotion to connect with the distracted consumer at the second edition of exchange4media Conclave South in Bengaluru. 

Watch the session here and scroll down to read

“We can even shout to get the attention of the consumer but connecting with them is an art,” he said. Kumar elaborated on four instances where Mindshare artfully and innovatively reached out to the consumer. 

He laid down few key pointers to follow while connecting with the distracted consumer. 

  • Be authentic and consistent in your communication. 
  • Be adaptive and contemporary.
  • Be surprising.   
  • Bring in personalisation.
  • Be Purposeful with context. 

Kumar said that the opportunities for such communication can come from fluid moments or even thought-through planning. Therefore, “the task is to keep exploring these instances,” he said.

Kumar demonstrated through multiple examples how other marketers can follow the basic tenets of connecting with the distracted consumer to strike gold. 

Kumar citied the following campaigns from Mindshare clients where the brands drew outside the lines to grab the attention of the consumer: 

Brooke Bond Red Label Swad Apnepanka

 

Star Plus Nayi Soch 

Dove India 

 

 

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