We get on any social media platform and we find it filled with Advertising.
Everyone seems to be selling something.
We are identified by various data points stored on us by the platform, maybe thousands , some even we may not be aware of.
The trail we leave behind on the digital world is monitored.
Algorithms try figure out what we are most likely to buy.
And the advertisements show up on our feeds.
This is interruption . We switch off.
We don’t come to social media to buy. We come because of our reasons.
It gets irritating, annoying at times .
Like a street Bazar with many stalls each of them tries to grab our attention.
Except we did not plan to come to a Bazar.
Grabbing Attention is critical , there are so many advertisements that throw up .
The algorithms and machine learning are always learning to read our minds.
“What are we most likely to buy” is the key question being asked by the platform.
This is their monetisation model . Nothing comes for free .
The term digital marketeers use is performance marketing. Digital Marketing that drives business and can be measured.
Interruption marketing has now moved from physical to digital world.
The conflict is consumers have a different reason to visit social media platforms .
They visit social media platforms to learn , to get entertained , to get information , to participate in connected communities , to build and be part of tribes.
With the smartphone in hand consumers set the agenda .
The control has moved from the advertisers and sellers to consumers.
Stories are consumed because they are entertaining, they inspire .
Humans are naturally wired to listen to stories, share stories.
Good stories are shared.
Video content is 80% of the traffic on digital.
Visual stories stand out .
Brands need to learn , stop selling and tell stories. Stop interrupting and focus on entertaining .
Because the control has shifted and consumers switch off from interruption.
Real stories well told , inspire, build trust, touch the heart.
Most important, when data is forgotten in minutes, stories are remembered over the years.
Future of marketing is Storytelling in the Digital world.
Every Brand has a story,
Every Organisation has a story ,
Every Cause has a story,
Every Startup has a story,
Every Leader has a story,
Every Employee has a story ,
Every Client has a story ,
Every Beneficiary has a story,
Every Tribe has a story,
Every culture has a story.
Dig deep an you will find each one of us has a story and our stories are common.
As humans our desires and fears are similar.
From ‘Here’ to ‘There’ is the most powerful story ever told.
Stories well told can inspire action , build tribes.
Stop selling, start storytelling.
In the Digital world we are the stories we tell.
Founder at http://www.CrowTales.in