The focus should be on the customer rather than on the brand.
Businesses should stay in touch with consumers to understand evolving consumer needs and priorities. Utilising storytelling to inform consumers how their products can solve specific customer problems and its benefits, in general, can help marketers create content that resonates with their target audience.
The author says storytelling is a powerful approach that can help organisations develop a deeper bond with their customers, as compared to traditional motivators like price and loyalty programs. But, marketers should be authentic in their storytelling and avoid elements which are incompatible with the brand’s actions, mission and history.
Businesses should also ensure that the marketing visuals, like images and graphics, are aligned with the narrative. They can further use data to understand what content resonates with the audience and modify it accordingly.
[6 minute read]