Tagged: marketing

Stories and storytelling – its the future of marketing

Here is a good post from Antony Mayfield with some examples of the use of new technologies to tell stories.  As I have written about (at some length) before, storytelling and what I call narrative marketing is becoming incredibly important because social media is conversational and stories drive conversations, whereas propositions drive ads (or other forms of restrictive one-to-many mass messages).

The quick story on stories is this.  Continue reading

What’s the connection between social media and woolly mammoths?

The business of marketing as we know it is a creature of the ice age.  It has evolved to adapt to set of very limiting conditions in the way that a woolly mammoth evolved to adapt to, what we now see as, the very limiting conditions of cold temparatures.  Until recently, we haven’t been able to see what marketing’s limiting conditions have been in the same way that woolly mammoth’s didn’t think it was especially cold.

However, we can now see that marketing’s limiting condition has been the high cost of distributing information.  This has meant that the evolutionary path of marketing has been about efficiency of message – packing the greatest amount of information into the smallest space in order to make the most of the precious resource which is the ability to harness an expensive distribution channel.  Continue reading

Social media: four simple things every organisation needs to do

Responding to the whole social media thing is not easy. On the one hand, it can seem can seem big and intimidating, demanding a whole re-think of the way an organisation communicates. Yet on the other, some of the easier or more accessible things that could be done, such as starting to put information on YouTube, creating a Facebook page or a blog just don’t seem to generate the interest or numbers that are going to shift the needle or start to compare with the effectiveness and reach of your current marketing and communications. Continue reading