How is storytelling faring in the digital age?
We are all stories and one day, we will end up as stories. This applies to both animate and inanimate objects. Everything in the world today as we know it is known to us as a result of the story weaved around it. But the success or failure of many things depend on the quality and strategy deployed in their narrative. Storytelling is as old as the world but the style and speed with it is passed across has changed significantly in the digital age.
According to a recent study, companies have the power to increase the value of their product or service 20 times over, by telling their brand stories beautifully. In line with that, contemporary consumers and business decision makers are becoming less and less susceptible to sales promises and banner advertising.
To create a forum where marketing professionals will converge and be able to do that, companies need clear leadership with a vision that is both innovative and intuitive.
Given the speed at which a negative story can spread across the world thanks to digital and social media, brands have got to keep on top of conversations – both at a global and local level. We live in a very connected global world and things travel around social media without the same completeness that you and I see in longer-form content, so we have to be mindful of how fast things move via social. We have to be on top of it.
Brands need to be part of the conversation whether they like it or not. Marketing experts believe brands today have got to have a very strong corporate, brand and service narrative. To be part of this converstaion, be at the ‘National Marketing Stakeholders Summit, a leading marketing conference organised by MARKETING EDGE’s Two-in-One Annual Event come June 26, 2019. This year’s event is themed: “Storytelling as a New Paradigm Shift in Contemporary Brand Building: Convergence of Creativity and Technology.”
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