sitecore digital trendspot: the power of brand storytelling in the digital age - david crawford
DESCRIPTION
This presentation outlines why storytelling is critical in modern day marketing; leading into the role and power of digital in the communications mix, and then how to use digital to its full advantage when telling brand stories. At all times those listening to the story are critical to what we say, how we say it and where we say it - therefore the importance of being relevant to both the brand and the audience are critical factors in the success of the story.TRANSCRIPT
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David Crawford – Managing Director
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The power of brand storytelling in the
digital age
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What is the last brand message you remember? And where did you see it?
@davecrawford
“The challenge is no longer awareness, but engagement”
Jim Stengel, Former Global Marketing Officer, Procter & Gamble
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@davecrawford
“The challenge is no longer awareness, but engagement”
Jim Stengel, Former Global Marketing Officer, Procter & Gamble
@davecrawford
@davecrawford
Why is that? Information overload
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What earns the right for you?
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What earns the right for you?
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“What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.” - Jim Stengel, Former Global Marketing Officer of Procter & Gamble
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@davecrawford
“What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.” - Jim Stengel, Former Global Marketing Officer of Procter & Gamble
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@davecrawford
Relevance
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Brand Audience
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Relevance is relative
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Relevance
Engagement
Storytelling
Personalisation
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Personal data
Browser history
Onsite behaviour
Conversion history User
preferences
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But…
The power of personalisation is not about technology
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Personalisation
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Brand Audience
Technology Insight Commitment
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What is the last brand message you remember? And where did you see it?
