At this year’s WORLDZ, Samsung Electronics America’s Chief Engagement Officer, Werner Brell, taught a master course titled “(Re)Mastering Moments that Matter.”  WORLDZ is a 2 day experience designed to connect, educate and inspire tomorrow’s leaders.  Bob Gruters, Group Director at Facebook, co-taught the session to over 100 marketing executives, creatives and aspiring masters who joined.  The course focused on staying relevant and how to highlight what matters to your audience instead of only what matters to your organization.

Werner and Bob explored the changing landscape of communication and how to market to a mobile-first society. Bob opened the discussion focusing on how brand marketing will evolve in the next three to five years. With technology evolving at a faster rate and the smartphone at the helm of this rapid change, he explained a paradigm shift is happening all over the world where we are shifting from a culture of written worlds to one of expressed ideas. By the year 2020, 75% of how the world communicates with one another will be via videos on mobile phones with people consuming content more than there are hours in a day.

“Ten years ago, communication was essentially spoken, written, typed and printed,” said Bob Gruters, Group Director at Facebook. “We’re now seeing a rapid shift from desktop keyboards to mobile screens, as smartphones have made it so easy to communicate through the universal language of photos and videos. Content can now be pushed out, shared and consumed from this device, we’ve seen a democratization of storytelling.”

Bob continued with additional statistics on how consumers interact with their phones at least 2600 times a day and how this action is dropping the attention span to 2.8 seconds, which is 6.2 seconds less than a goldfish. These new developments are causing brands to rethink their approach on how to create a combined strategy to bridge the gap on how TV and mobile can work better together.

“If you only have 2.8 seconds to capture the attention of consumers, stories must be told with the audience and delivery platforms in mind,” said Werner Brell, Chief Engagement Officer, Samsung Electronics America. “To achieve this, we are building a social engine, which inspires, informs and ultimately feeds deep fandom.”

Werner continued the course by focusing on capturing attention and maximizing engagement. With social media becoming the new TV, marketers are now competing with every content creator out there for attention. Using examples of Samsung’s recent campaigns including its work with creators, “The Rest of Us” TV Commercial, Time Square Takeover and Russell Westbrook’s personal story, Werner showcased how Samsung continues to create a steady rhythm of stories that turn moments into momentum –and ultimately movements.

“The phone has accelerated the motion makers into creators,” said Werner Brell. “Everyone creates. This new creative class is clearly someone that is authentic to our field. Leveraging them in a very authentic way, creators such as Casey Neistat helps us tell our story.”