TRUST IN A LEFT BRAIN/RIGHT BRAIN WORLD
The world is changing dramatically with every passing day, and so is the corporate world. Communicators be it public relations professionals or advertisers, don’t think of themselves as scientists but as creatives. Which is not true. While our right brain is creative the left part deals with the data. And audience targeting is getting more and more complicated. This was the topic of the keynote delivered by Barri Rafferty- President and CEO, Ketchum at 8th edition of PRAXIS, Goa.
We have an attention span of less than 7 seconds even less than that of a gold fish. And in these times we have to come up with an idea that should be attractive enough to grab attention and informative in such a way that the message is delivered in a short span of time. Now we can use data to drive creativity, she gave an interesting example to explain this point- “we see a lot of women grooming tutorials on YouTube for women but have we encountered any such videos for men like how to shave, etc,- no. So if a brand comes up with an ad for it, that will be wasting your time and money as you are targeting a wrong set of audience because men are not interested in these types of videos.”
We can use communications to generate business results and here are some points-
- Creativity-Show don’t tell.
- There should always be a right influencer mix.
- Be informative about the usage of technology.
What is your power of purpose as a brand? Always be authentic.
What are the essential skills you can use?
- See what your customer base is and how can we capture them. If they want a social exposure then join with a social strategist, and make a video or a post.
- Build influencer relations.
That is the only way we can move forward from content to commerce.
kritikakhatwani 
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