Stories offer a way to connect brands to things the audience already cares about. To really matter, brands must create content that demonstrates a genuine, human understanding of their audience.
When that happens, your audience will choose to engage with your marketing and you build genuine and lasting competitive advantage beyond price or product.
Effective storytelling is only possible when you get back to the central purpose that lies behind your brand. By doing that you can be confident in what you’re saying across every channel, and you have a better chance of saying something that matters to your audience.
When that happens you gain their attention, get a deeper understanding of them as individuals and provide them with content they choose to consume.
This attention and this customer insight allows you to create immersive experiences on owned media that are enabled by subscription, amplified by audience and further refined through analysis. Put simply, it’s analyse, test, refine, deploy, repeat.
This approach delivers a mutual give and take. Your audience gets content and offers that entertain, inform and matter, and you get data that delivers insight, deeper engagement, and a higher propensity to and a higher purchase and life time value.
The more insight you have into your audience, the more you can refine and personalise your offer and the more certainty you have in the results of your activity and the return on your investment.
That cycle of greater personalisation that delivers greater insight that enables greater personalisation ensures the digital elements of CX are ever more relevant to the customer and continually helps brands engineer, meet and anticipate consumer demand with certainty.