Digital trendspot 2010 - Department for Business, Innovation and Skills
Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford
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Transcript of Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford
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David Crawford – Managing Director
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The power of brand storytelling in the
digital age
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What is the last brand message you remember? And where did you see it?
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“The challenge is no longer awareness, but engagement”
Jim Stengel, Former Global Marketing Officer, Procter & Gamble
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“The challenge is no longer awareness, but engagement”
Jim Stengel, Former Global Marketing Officer, Procter & Gamble
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Why is that? Information overload
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What earns the right for you?
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What earns the right for you?
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“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
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“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
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Relevance
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Brand Audience
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Relevance is relative
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Relevance
Engagement
Storytelling
Personalisation
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Personal data
Browser history
Onsite behaviour
Conversion history User
preferences
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But…
The power of personalisation is not about technology
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Personalisation
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Brand Audience
Technology Insight Commitment
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What is the last brand message you remember? And where did you see it?
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Thank you! @davecrawford [email protected]