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Joel Pember

Joel Pember

July 8, 2016

Unfolding your brand story: digital marketing as modern storytelling

The world we have engineered for ourselves is changing rapidly and digital disruption is no longer a buzz word, but a reality for many people and their businesses here in Perth.

It wasn’t long ago that the glossy videos produced by the tech giants in Silicon Valley were showing us their idealistic vision for the future; We dreamt about the sharing economy and the possibilities of a more connected and open world. Fast forward only a few years and Uber has disrupted the taxi industry and changed the way we move around our cities. Airbnb has literally opened doors into peoples homes and Netflix is streaming world class content on-demand into your lounge room. These digital platforms are no longer ideas that belong to the future, they are now part of mainstream Australia.

“Businesses that embrace creativity and digital are winning”.

The business world is no different and the decade ahead will evolve even faster. The local economy is changing and people’s behaviour is shifting with it. If you missed Four Corners this week, they explored this theme and the workplace of the future. We are communicating and transacting in different ways and businesses that are embracing digital platforms, disruption and creativity are winning.

Local business has always understood the importance of having a website and ranking well on Google. It’s just common sense to have a brochure that everyone can search on their mobile or desktop. But more recently our clients are starting the conversation around engagement and effectiveness. We believe the local market is maturing and recognising the huge potential of quality content and functionality to connect with their customers.

“Our clients are seeking immersive digital experiences, emotive storytelling and inspirational content, whilst ensuring users can ‘buy now’ with two clicks”

But the conversation goes way beyond website content, user experience and engagement; the term digital strategy is now common discourse. People are proactively exploring new digital channels across all phases of the customer experience, carefully coordinated alongside content strategies that speak directly to their target audience in the right place and at the right time. Whether it be social, search or contextual media, the shift to digital is being driven primarily by cost effectiveness and measurability, which allows real time monitoring to accurately gauge effectiveness.

It’s an exciting time as a marketer, as this natural evolution has meant that the two worlds of creativity and data analysis have collided to form a new wave of digital storytelling, where holding audience attention and driving true emotional connection to a brand amongst a noisy marketplace is now considered the true measure of success.

“Digital marketers should be modern storytellers, not conversation starters or digital disruptors”

To quote the future of digital storytelling article and panel discussion recently published by Google; Digital marketers should be modern storytellers, not conversation starters or digital disruptors. Meaning that an effective digital strategy is not about talking frequently and across as many channels as possible, but rather crafting a compelling narrative that strategically unfolds to form a larger digital presence that connects and holds audiences in genuine way, ultimately motivating them to take action and form brand loyalty.

So now that we’ve entered the new financial year and the next phase of business in Australia, it might be time to start exploring how your business should approach its digital strategy, craft its narrative and connect with your target audience. We’d love to hear from you and learn more about business, so feel free to drop us a line.

Juicebox is strategic marketing agency with strong digital capabilities, working closely with our clients to build and nurture impactful brands that have character, purpose and function.

Reference Links

http://www.abc.net.au/4corners/stories/2016/07/04/4491818.htm
https://www.thinkwithgoogle.com/articles/future-of-digital-storytelling-firestarters-in-australia.html

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