Do you agree: storytelling is THE buzzword of the year in marketing and communications? From what I’ve seen, and read, and experienced, it sure is. I also got addicted (and still am) to studying storytelling and learning how to use it as a powerful tool in PR and social media (see here, here, here and here). Apparently, the hype hasn’t just affected me, but the whole profession seems to be fascinated with storytelling for business.
This was more than evident at the dmexco in Cologne last week – the international digital marketing exposition and conference with the motto “connecting the global digital economy”.
I was at the #dmexco on the second day and even though I got to choose which seminars and sessions to visit, many of them touched upon or were entirely focused on the importance of brand storytelling.
But why this sudden fascination? Why this massive interest?
Big shift in media
Well, one of the reasons, obviously, is the “big shift in media” that we’ve observed over the last decade or so.
This shift is what Jonah Peretti, CEO of BuzzFeed, presented in a really cool and funny way at the closing keynote at the event.
When talking about the “evolution” of BuzzFeed, he said that the company has quickly grown to an organisation which has the reach of a traditional media company, but doesn’t function as one. This has been due to the emergence of thousands of new media technologies and types, which on the other hand have transformed media consumption and information sharing.
Today, attention has shifted – your audience is on social and mobile, not TV or radio.
So, the learning here is this: be where your consumers are and be relevant. Continue Reading »