p>All TV will be streamed online soon. This will
make it possible for marketers to better target their advertising. Some would argue that this will make advertising even more effective.
2 silos really: the content/digital marketing boys and girls versus the broadcast advertising people. Both trying to connect with their audience and trying to create a brand experience.
Often all these people are caught up in a bloody fight.
But if they would just take a moment to calm down and look at this blood all over the floor they would notice that they 1 have thing in common:
Storytelling Blood & brand story
I believe storytelling is in our DNA of what it makes to be human. I believe stories are so basic to human experience that we even have evidence of it since the Stone Age (some would argue that even Adam was a storyteller). Storytelling has been used to pass along knowledge and sharing values for thousands of years.
We are still cavemen, all of us.
Intelligent scientists argue that much of human behavior is explained by the fact that we are using prehistoric brains to navigate a modern world. And that stories are our main navigating tools to develop trust and commitment and generate an emotional connection.
Today conversations can happen everywhere.
And I believe if you put your brand stories on many channels, you?ll see that they will become symbiotic. Consequently as a company you should work on having a portfolio strategy and be present with your strories in all places.
More than ever I see a new raft of new leaders stepping out of this fight between silos. These leaders show the company that the only thing that really matters is a relationship with the consumer. They will argue that telling true and authentic stories can do that. And they will establish successful connection points by using the web as well as classical advertising. As long as they keep telling their stories in a hyper-relevant manner.
Just remember, these leaders have the same storytelling blood as you, so it will just be a matter of time before you learn to tell your customers stories they can connect with.
(More on this in my first book “No Story. No Fans”, coming out September this year. Stay tuned)