Online Storytelling Marketing: The New (Old) Way of Delivering Your Brand Message
Storytelling marketing is a critical part of online marketing. Telling a story is the one communication method that beats all others when it comes to delivering a memorable, motivating and meaningful message. And when combined with online marketing, it creates a very powerful way to deliver a brand message.
Last week, eM+C discussed this trend with Dana Todd, chief marketing officer of Newsforce, a San Diego-based technology firm that redefines how companies think of advertorial and sponsored content. Dana is also considered one of the pioneers of the search marketing industry, and her expertise includes all forms of online marketing and interactive visibility.
eM+C: How would you describe online storytelling marketing?
Dana Todd: The simplest way to describe it is the act of illustrating a brand online via stories. Those stories can come in the form or visual text on banner ads, as a series of small video vignettes, or any other type of online advertising you can think of. The key, however, is that the branding or advertising in an online storytelling campaign takes consumers through a narrative, and there's a compelling emotion associated with it. It touches you in some way and illustrates a human aspect. To me, it’s really the fun part of marketing.
eM+C: Why do you think it's suddenly becoming a hot topic? I've seen it mentioned lately in countless blog posts, conference brochures and online networking discussions.
DT: I think search and other performance-driven marketers are finally starting to realize the shortsighted nature of performance marketing. We're always thinking click to click or campaign to campaign, and as a result our vision doesn’t seem to extend very far out. But it's not supposed to. Our job isn't usually to be responsible for the brand; it's to be responsible for driving traffic.
But I believe as a search marketer, you should be thinking in tandem with the brand advertising or creative people in your company, so that together you can build a storyline that will weave stories into one robust mythology about your brand.