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Dipashree Das talks about cutting through information overload by focusing on attention quality, emotionally resonant storytelling, and mobile-first content strategies that turn fleeting views into lasting brand impact.
In an era where consumers are exposed to millions of messages every day, attention has become the most valuable—and fragile—currency for brands. Dashboards may celebrate impressions and views, but these numbers rarely reflect true impact, recall, or behaviour change.
Winning in today’s attention economy isn’t about shouting louder or producing more. It’s about earning focused attention, crafting emotionally resonant stories, and designing content that aligns with how people actually consume media—fast, mobile-first, and in moments rather than sessions.
“We want to be after attentive reach. We want to be able to get there by doing three things, which is telling a compelling story, busting the myth that snackable will kill your long-form narrative…And lastly, ground it all in a beautiful community. You don’t need to create it alone. You can curate it,” said Dipashree Das, Head of Partner Growth Marketing- APAC & ANZ, Amazon.
Dipashree took the stage at Unlocked: Mobile & App Growth Summit Singapore 2025 to share how brands can rethink content strategy by balancing art and science, shifting focus from reach to attention quality, and building narratives that compound into long-term brand value.
Three things Martechvibe learned from her talk;
1. Attention quality matters more than raw reach
Views and impressions don’t equal value. What drives business impact is attentive reach, how quickly attention is earned, how long it’s sustained, and whether it leads to memory or action. Measuring attention quality predicts outcomes far better than traditional visibility metrics.
2. Great content blends emotion, structure, and clarity
Compelling content starts with one clear idea, structured like a story. Using strong openings, emotional connection, and clear calls to action helps brands hook fast, retain interest, and convert attention into meaningful outcomes rather than short-lived engagement.
3. Short-form content should ladder into deeper narratives
Snackable formats aren’t shallow by default. When treated as entry points, short-form stories can earn the right to deeper engagement, building episodic narratives, branded series, and long-term IP that compound attention into loyalty, community, and sustained brand equity.
Watch the full video here.
