Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

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This presentation outlines why storytelling is critical in modern day marketing; leading into the role and power of digital in the communications mix, and then how to use digital to its full advantage when telling brand stories. At all times those listening to the story are critical to what we say, how we say it and where we say it - therefore the importance of being relevant to both the brand and the audience are critical factors in the success of the story.

@davecrawford
“The challenge is no longer
awareness, but engagement”
Jim Stengel, Former Global Marketing Officer, Procter & Gamble
@davecrawford

@davecrawford
Why is that? Information overload

@davecrawford
What earns the right for you?

@davecrawford
“What we really need is a mindset shift
that will make us relevant to today’s
consumers, a mindset shift from
‘telling & selling’ to building
relationships.”
- Jim Stengel, Former Global Marketing Officer of Procter & Gamble
@davecrawford

@davecrawford
Relevance
Engagement
Storytelling
Personalisation
@davecrawford

@davecrawford
Personal
data
Browser
history
Onsite
behaviour
Conversion
historyUser
preferences

@davecrawford
But…
The power of personalisation
is not about technology
@davecrawford

@davecrawford
Thank you!
@davecrawford david@branded3.com

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