How creative storytelling can expand in a world of 1s and 0s
“Our industry is grounded in amazing storytelling. It’s at the heart of memorable and moving advertising. When done right, stories can connect a brand with an audience in a way that feels not only meaningful but personally relevant, as if the story was created for them.”
In a recent article on campaignlive.com, Sadie Thoma discusses how creatives can leverage data about their target audiences to tell better, more relevant stories. She acknowledges that many marketers and creatives are overwhelmed with the data they have available, and often struggle to translate it into meaningful content. Thoma outlines 3 ways marketers and creatives can use data to tell better stories:
- Look for unexpected attributes about your audience that you can use to build stories that are more relevant and engaging.
- Use the context in which the content is being consumed, like time of day, device type, or even weather to tailor content specifically for that user.
- Leverage data and analytics from each campaign to influence the next. “Taking the time to understand what made an impact shouldn’t just be seen as the end of one campaign but the inspiration for the beginning of the next.”