Ivana Bilić discusses the shift toward authentic digital marketing

Marketing strategies are shifting toward authenticity as consumers increasingly reject highly polished, performative brand imagery. In the current attention economy, digital content has approximately 47 seconds to capture interest before users scroll past.

Ivana Bilić, a digital marketing and PR specialist at Atlantic Grupa, notes that audiences are gravitating toward simple, direct, and unfiltered messages. This ‘substance over style’ approach is seen in recent regional campaigns, such as Cedevita’s ‘Reci tako kako je’, which tackle sensitive or stigmatized topics to foster genuine conversation rather than maintaining strict corporate neutrality.