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Sheila Lirio, CEO and cofounder of Ohai.ai says that authenticity is central to capturing people’s attention in today’s world.
While marketing used to revolve around television ads and then targeted search traffic, Lirio says we’re in new territory.
“Now where we’re moving is actually a blend of creativity, because now it’s a creator economy of authenticity that’s coming out,” she said on an Inc. panel for National Entrepreneurship Month (watch the session below).
“Being able to tell stories like we did previously in the broadcast generation of ads, and then layering in the ability to actually measure that with data.”
The landscape is constantly morphing, meaning founders need to be agile and prepared to evolve their marketing strategies, she says.
Ohai recruits influencers to help form an authentic connection with its audience. Lirio says the tactic has been extremely successful.
“It’s about resonance now,” she says. “It’s the authenticity that says, ‘Look, this is something that, I have a brand actually see me for who I am, address the need that I have, that allows me from my heart to convey to my community with authenticity that I believe in this brand.”
She says it’s super important that every product and brand builds that connection to make sure that the community has that authentic buy in.
“There’s an intrinsic, natural, authentic way that creators care about their community and want to help them,” she says, “and that’s a natural way for Ohai to actually convey that we can address their needs.”
Winning in the Attention Economy: How Brands Capture and Convert Today
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Ava Levinson
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