Contemporary tools for marketing through storytelling are an evolution beyond traditional mediums, such as TV, radio, print and even online video—think 360-degree video, augmented reality (AR) and virtual reality (VR), to name a few.
Recent research from Boston Consulting Group reports that 98% of advertisers are not realising the full potential of data driven marketing. According to Google research, only one in three brand experiences are perceived by consumers as being really useful.
If you don’t know who Gary Vaynerchuk is, it’s not because he’s hard to find. Vaynerchuk has been creating daily content since 2006, when he launched his Wine TV series on YouTube. Because of his online marketing, he grew his family’s wine business from $3 million to $60 million.
Today, it seems that everyone is a storyteller — some 550,000 marketers list storytelling in their profile on LinkedIn. But connecting with people through the power of the story requires a lot more than changing your title.
Key trends in native advertising will be an influence on all aspects of digital in the next 12-18 months. It is predicted that the digital advertising market is set to grow from $15bn in 2019 to $85bn by 2020, with Native advertising at the forefront.
Image: Jason Scott
Patrick J. McGovern spent 50 years spreading information about computers and technology around the globe through publications such as PC World, Macworld, Infoworld, the Dummies books, and the company’s flagship, Computerworld.
It’s been a remarkable year for journalism and storytelling, as legacy media outlets continue to find their new identities in this rapidly evolving digital era.
The marketing world is changing every day. New tools and technologies emerge, fresh thinkers put new spins on old tactics, and the bar for quality continues to rise as audiences everywhere are exposed to more content in a day than they could possibly process.
The norms for ads on Instagram, YouTube, and the rest are not set in stone yet. The playing field is constantly shifting.