{"id":17018,"date":"2017-11-22T09:00:00","date_gmt":"2017-11-22T14:00:00","guid":{"rendered":"http:\/\/news.samsung.com\/us\/?p=17018"},"modified":"2019-06-18T20:33:13","modified_gmt":"2019-06-19T00:33:13","slug":"samsung-exec-keynote-capturing-attention-maximizing-engagement-mobile-first-society","status":"publish","type":"post","link":"https:\/\/news.samsung.com\/us\/samsung-exec-keynote-capturing-attention-maximizing-engagement-mobile-first-society\/","title":{"rendered":"Samsung Exec Keynote: Capturing Attention and Maximizing Engagement in a Mobile-First Society"},"content":{"rendered":"

Today\u2019s mobile-first consumer creates,<\/span> shares and consumes content far differently than previous generations, so a brand\u2019s engagement team must be laser-focused on creating culturally relevant content experiences and tapping into people\u2019s passions to drive brand and product love,\u00a0 according to Werner Brell,<\/strong> chief engagement officer at Samsung Electronics America.<\/p>\n

\u201cAs a brand we need to think about creating for mobile by mobile because all the screens have armed Gen Z and Millennials with the ability to quickly filter out irrelevant information,\u201d said Brell, delivering the keynote address, \u201cStaying Relevant in a Mobile-First Society: Capturing Attention, Maximizing Engagement,\u201d at SportsBusiness Journal\u2019s Sports Marketing Symposium, last week in New York City.\u00a0 \u201cFor this generation, the mobile screen is the first screen. It is your most personal device \u2013 on average touched 2,600 times a day.\u201d<\/p>\n

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\"Werner<\/a>

Werner Brell, chief engagement officer for Samsung Electronics America, delivers the keynote address at SportsBusiness Journal\u2019s Sports Marketing Symposium in New York City.<\/p><\/div>\n

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Mobile plays a key role in this evolving brand partnership model, Brell said, answering questions from panel moderator Abe Madkour, executive editor for Sports Business Journal\/Daily with the smartphone as the main conduit to social networks, people \u2013athletes and talent included \u2013 can instantly connect with their millions of followers both on and off the court, field, stage or screen, not only promoting their public persona but also giving fans and followers a peek into their personal style and passions.<\/p>\n

\u201cWe cannot interrupt the things consumers love. Instead should become part of the thing they love,\u201d he said. Consumers\u2019 experiences, content and social media presence become the building blocks for a conversation with consumers \u2013 on their own terms.<\/p>\n

Leveraging consumers\u2019 increasingly direct access to celebrities and opportunities to connect and share, companies like Samsung are working directly with people of influence to create content and broadcast life moments that feel innate to the athlete\u2019s voice and passions that also tap into the brand\u2019s larger vision and message. Working with athletes and influencers to create and distribute authentic content connects with a mobile-first audience in a meaningful way, he said.<\/p>\n

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\"Werner<\/a>

Werner Brell (left), chief engagement officer for Samsung Electronics America, tells SportsBusiness Journal\/Daily Executive Editor Abe Madkour (right) that mobile plays a crucial role in the evolving brand partnership model, allowing a brand an instant connection to an athlete\u2019s or influencer\u2019s millions of followers.<\/p><\/div>\n

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\u201cAthletes are more than just athletes – they are storytellers and creators – and at Samsung, we\u2019re empowering them to share their point of view,\u201d Brell said. \u201cWe focus on the person not the performer and aspire to highlight and empower their passions.\u201d In this way, the athlete\/creator tells the brand story in his or her own voice.<\/p>\n

Brell, a former marketing executive with Red Bull and MTV Networks, said that sometimes an ad is not an ad.<\/p>\n

\u201cThe perfect ad at the right time in the right place isn\u2019t really an ad but engaging content,\u201d he told his audience.<\/p>\n

\u201cThe idea is to go from a monologue to a dialogue,\u201d he said. This \u201cgrants you permission to become integrated with the daily lives of your customers.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Today\u2019s mobile-first consumer creates, shares and consumes content far differently than previous generations, so a brand\u2019s engagement team must be laser-focused on creating culturally relevant content experiences and tapping into people\u2019s passions to drive brand and product love,\u00a0 according to Werner Brell, chief engagement officer at Samsung Electronics America. \u201cAs a brand we need to […]<\/p>\n","protected":false},"author":84,"featured_media":17028,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29719,17571],"tags":[40],"blue-badge":[],"class_list":["post-17018","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate","category-corporate-workforce","tag-mobile"],"acf":{"turn_off_retargeting":false},"fimg_mobile_url":"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2017\/11\/14143038\/Werner-Brell-378402051-e1511308193110.jpg","fimg_url":"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2017\/11\/14143038\/Werner-Brell-378402051-e1511308193110.jpg","primary_category":{"term_id":29719,"name":"Corporate","slug":"corporate","term_group":0,"term_taxonomy_id":29719,"taxonomy":"category","description":"","parent":0,"count":1026,"filter":"raw","term_link":"https:\/\/news.samsung.com\/us\/category\/corporate\/","term_path":"corporate"},"badge":false,"_links":{"self":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/posts\/17018","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/users\/84"}],"replies":[{"embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/comments?post=17018"}],"version-history":[{"count":0,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/posts\/17018\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/media\/17028"}],"wp:attachment":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/media?parent=17018"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/categories?post=17018"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/tags?post=17018"},{"taxonomy":"blue-badge","embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/blue-badge?post=17018"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}