Consumer data can guide marketers towards telling engaging stories

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 11, 2019, 10:56 AM UTC

44% of market leaders recognised dynamic storytelling as a mandatory strategy for achieving success.

This piece says marketers should create commercials that are relevant to the consumers but do not feel like commercials. Marketers need to analyse consumer data to understand what their consumer wants to hear and craft brand stories that resonate with their audience.

Brands can use conflict to express how their products or services can help consumers solve their problems. “Telling stories through well-crafted videos” can help brands engage with their audiences. They may also consider telling stories through advanced technologies like augmented reality.

The author contends that dynamic storytelling is the foundation of today’s effective advertising. To encourage consumer engagement with the brand’s message, marketers can create either a short, heart-touching documentary video or an augmented reality program with spatial sounds.

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[6 minute read]