Digital marketing is all about analytics.
But aside from the data you need the creative aspect of advertising to make your marketing a TRUE success. You need the magic of storytelling. Sure, we live in a fact driven world, and we want what we want, when we want it. But, storytelling in marketing, is the pattern and rhythm of tying your data and facts together in a way that makes sense to your audience. Not only does it make sense, but it follows your audience’s path in the buyer’s journey. What part does story telling play in this fast evolving world of data? A HUGE one.
Data about our digital activity has truly transformed the way we plan and target advertising. It has moved from demographic targeting based on past activity to behavioral targeting based on real-time actions. This is truly remarkable and there’s no going back. You have to explore MICRO MOMENTS as your chance to reach your audience.
So how do these two critical pieces fit together-analytics and storytelling? They fit together this way. Marketing strategy starts with what is real and what is true about an organization and that gets turned into a story. This story needs to be told inside your organization first so everyone knows where they came from and where they’re going. And then the story needs to be communicated into the market place with the targeting intelligence provided by data and analytics. This may include banner ads; it may include search marketing; it may include behaviorally targeted mobile communication. But whatever tactical elements a campaign contains, the message must connect with the larger story.
So are analytics the future of marketing? They are a critical piece of the marketing puzzle. But only if you know what to do with the data to help you tell your story to the right people at the right time.
Interested in learning more about developing your organizations story into marketing success? Then let’s talk digital!