The Next Great Marketing Nexus: Storytelling and Personalization

So, what’s the next BIG marketing nexus brands need to take advantage of? It’s the intersection of brand storytelling and personalized marketing automation.

It’s noisy out there, and marketers can break through the clutter by automating the delivery of personalized digital stories to their audiences at the moment they are most interested in receiving that content.

marketing nexus
The intersection of Storytelling & Personalized Marketing Automation

A Powerful Marketing Nexus

Why is storytelling and personalized marketing automation such a powerful new marketing nexus?

Stories are the most powerful form of content because they create emotional connections between the brand and the audience.

Personalization shows a sign of respect from the brand, for the audience. Personalized content is:

  • more relevant
  • easier to find and consume
  • more interesting
  • saves time
  • more valuable
  • more likely to trigger action

Highly effective on their own, but by combining these two powerful marketing strategies, innovative marketers can break through the clutter and stand out from the competition.

Let’s break down each of these marketing strategies individually, and then we’ll bring it altogether with some ideas on how to connect the two.

The Power of Brand Storytelling

Why storytelling? Because you’re in a competition for attention. The key to winning the attention game is not just capturing attention, but holding audience attention and converting into meaningful action for the brand.

Brand storytelling is the best way to hold audience attention and compel them to take action. Stories unlock emotional responses in the minds of the audience. Those emotions hook people to your story and keep them interested. They want to see how the story ends.

Emotions also drive decisions. 95% of buying decisions are driven by subconscious emotions.

When an audience consumes your story, a chemical reaction is taking place in their brands. The brain releases dopamine, serotonin, and oxytocin as the audience twists and turns through your story’s emotional highs and lows.

That chemical reaction is why stories can be 22x more memorable than facts.

uri hasson storytelling

As marketers, what do we want from our marketing tactics?

We want them to be remembered by our audience.

We want them to drive audience behavior.

If these two things are our marketing goals, then storytelling is the most powerful marketing strategy we can employ to achieve those goals.

The Power of Personalized Marketing Automation

For there to be a marketing nexus, there must be more than one component. A nexus is defined as a connection or series of connections linking two or more things. Heading into a new decade, that second component that can be combined with storytelling is personalized marketing automation.

Why personalized marketing automation?

Because people only want to talk to brands when they want to talk with brands. It’s a consumer-driven economy. Unless a consumer is OPEN to receiving information, they will tune you out.

People don’t have time to sift through all of your content. They want content personalized to their interests.

Audiences don’t want your content on a printed brochure or to have to navigate through your website if they spend most of their time on social media.

Consumers want your content when they need it, personalized to what they need at that moment, and delivered through a channel that they use.

How to Use Personalized Marketing Automation

No matter if your customers are in a physical brick and mortar store, visiting you at an event, or shopping your e-Commerce site, marketing technology is available to get them the information they need, at the moment they need it.

Whether its QR codes, lead capture apps for the iPad, chatbots, your CRM database, etc. all of these martech tools can be leveraged to get you the data you need to trigger a personalized outbound communication to the right person at the right time.

But you can’t stop there.

It’s not enough to personalize the first name field in your email communications. Marketers must go further.

Whether you’re a B2B or B2C marketer, on the other end of the line is a human being. When you are talking with another human being, your messages are personalized to their interests, preferences, mood, current activities, etc. Marketing to them should be no different.

In order to make that happen, you need to leverage her preference and interest data. Using this type of data allows you to humanize your message. It shows the person on the other end of the communication that you care about them and their time.

People want easy. They want frictionless. They expect brands to make this happen for them. The brands who do, WIN. The brands who don’t, well they won’t be around for much longer.

Marketing Nexus: Personalized Digital Storytelling

So as we head into a new decade, when everyone else is struggling to break through the clutter, you have the winning formula.

Tell personalized digital stories:

  • to the right people
  • at the right time
  • through the right channel
  • with the right message
  • in the right format – STORY FORMAT

In order to make this a reality for your brand it starts with sourcing the right marketing platforms. You’re probably already using a email marketing software like Constant Contact or MailChimp. You may be using a CRM like Salesforce or HubSpot. If that’s the case, you probably already have a lot of customer data plus a tool that allows you to push outbound communications like text messages and email.

If you combine your existing marketing automation platforms with a digital storytelling platform like STORYSOFT you can integrate the two in order to deliver personalized digital stories to your audience. With that STORYSOFT platform you can create, share, and track your brand stories at scale.

By integrating STORYSOFT with your CRM you can pull through any data that you have on a single consumer or groups of consumers and then deliver a customized story based on that data.

Marketing Nexus Personalized Digital Storytelling

For example, if you know that Sally loves red shoes, and she usually buys a new pair each Spring, you can tell a new product story but then show Sally the red pair instead of presenting her with all of the options. A ‘Buy Now’ call-to-action can be placed at the end of the story which links directly to an e-commerce page showcasing the red shoes.

When you tell an emotion-evoking story and combine that with personalized recommendations for your audience it will increase your conversion rates, drive sales, and build loyalty with your audience.

Consumers want to know the stories behind your brand. The stories behind your products. They want to share those stories with their friends when they get asked about their new red shoes. Give your consumers what they want, and they’ll reward you by taking the actions you desire them to take.

Every brand has a story… SCALE yours.