在如何讲故事这方面，我很欣赏IDEO亚太地区首席营销官、人性化设计公司PEBBO创始人陈博雅的理论：有效的故事需要同时顾及技巧（Craft）和角度（points of view）。前者需要营销者有效地调用其团队或机构成员的技术、经验、和创意天赋，后者要求营销者从听众的角度思考问题。营销者讲故事的最终目的，不是为别的，而是为了帮助观众更好地了解他们自己。
一个中国网民大概有30%的网络时间都花费在网络视频上。因此，对好故事的市场需求是极其庞大的。中国网民对视频的疯狂热爱使得网络视频成为许多网红的跳板：Papi酱、易小星、张全蛋、莫小奇……他们都通过网络视频一举成名，赢得一大票粉丝。在广告界，我们称这些人为“意见领袖”(Key Opinion Leaders)。
“让观众自己把东西拼起来。不要给他们一个4 ，而给他们2+2 。你们提供的元素和其排列顺序，对决定你是否能够成功地与观众互动起着至关重要的作用。……正是这潜移默化的运用，牢牢抓住了我们的对故事的注意力。“
From the day we’re born, we’re brought up withstories.
It’s through stories that we imagine, learn, andunderstand the meaning behind the world. Stories help people experience what weare yet to experience and help them understand their identities, their ownvalues, and their meanings.
So in a world of automated advertising, personalisedmarketing, and big data-driven advertising, how has this changed how we cantell stories?
When considering storytelling, I’ve borrowed a conceptfrom Albert Chen,formerly IDEO and now founder of Pebbo a Human Centered Design firm.
Foreffective storytelling,it requires Craft, from leveraging theskills,experience and creative talent of your teams (or agencies) and points of view, as stories have meaning that helpthe audience understand who they are, so foreffective storytelling we need to consider addressing different points of view.
Storieshelp take people on a journey leading them to a place that reaffirms themselvesand their meaning and aspirations in life.
It’sthese traits of storytelling that make it such a powerful tool for brands andmarketers and help drive resonance with the audiences that hear them.
Storytelling isknowing your punchline, your ending, knowing that everything you’re saying,from the first sentence to the last, is leading to a singular goal, and ideallyconfirming some truth that deepens our understandings of who we are as humanbeings. We all love stories. We’re born for them.
~Andrew Stanton, thestoryteller behind Toy Story and Wall-E
Soin an age of “programmatic marketing” the gap between technology and storytellingmust be bridged. With marketing only powered by technology, we lose theheart of storyelling. Programmatic should not just be about algorithms, data,and machine learning.
Ratherthan trying to replace storytelling, ad tech should embrace storytelling.
1. Storytellingin the Modern Day: Online videos as platforms for storytelling (the rightplace)
With TV (and ultimately film) being the fathers ofstorytelling, video has a legacy as a medium that immerses audiences and allowsthem to experience the story that is being told and truly come along thejourney.
This is the power of video.
In China, millions of stories are being watched,listened to, and shared everyday online, with advertising spending following suit.
Whilst the US expects digital advertising to surpasstraditional TV spending by 2017, in China we’ve seen this shift fromtraditional TV to OTV channels happen faster with digital ad spendingout-spending TV since in 2015 solidifying its position as the most popularadvertising medium with 51% of media spend (vs 36% in the US).
Chinese Social Storytellers
With online vide commanding 30% of time of the averageChinese Netizen, there truly is a huge consumers demand for stories. Chinesenetizens’ craze for online videos has made them springboards for many keyopinion leaders (KOLs), such as Papi Jiang, Yi Xiaoxing, Quandan Zhang, andXiaoqi Mo. All of them won their first group of loyal fans by making hilariousand quirky online videos for the public.
With the growth of live-streaming, rapid rise of theKOL’s in China, and new social video platforms for the youth like bilibili,these new mediums have continue to drive this format from being a passive to aninteractive form of storytelling.
With this in mind, marketers are catching up, with 64% of marketers expecting video to dominate theirstrategies in the near future.
2. Craftingthe right message
So once advertisers have chosen their medium, the nextstep is to figure out how to tell a story in the most effective way.
In a TEDtalk by Andrew Stanton, the storyteller behind Toy-Story and Wall-E,he introduces how to tell effective stories with The Unifying Theory of Two PlusTwo.
“Make theaudience put things together. Don’t give them four, give them two plus two. Theelements you provide and the order you place them in is crucial to whether yousucceed or fail at engaging the audience… It’s the invisible application thatholds our attention to story.
The secret to crafting a good story is by feeding theaudiences natural desire to problem solve and to deduce and deduct. Don’t givethe audience the whole story all at once.
As humans we enjoy the satisfaction of the chase – wecan’t imagine proposing on the first date, yet as marketers we find ourselvestoo often fighting to deliver our message in just 15 or 30 secs (on pre-rollvideo).
With this in mind, how we can we leverage the power ofprogrammatic to help us become better storytellers (and marketers)?
There are two key ways programmatic can help:
- Sequential Storytelling
- Effective Reach – better ad spend via frequency control
Sequential storytelling enables a user to see a seriesof ‘stories’ in a given order, enabling the user to see ‘episodes’ that helpthem take them through a journey.
As a creative, this provides new opportunities to putyour imagination to work to rethink brand stories you wish to tell that worktogether, not just alone as singular creatives.
For a brands story, this might be helping your userunderstand the different brand benefits and help educate the audience. It canhelp lead the user to appreciate the different scenarios and use cases thatreinforce the need.
Like Hansel andGretel, we leave a trail bread crumbs of both the brand and product benefitsthat lead the way home – and allow the audience to revel in the satisfaction ofthe aha moment when they find the relevance of your product in their everydaylife.
By reinforcing the brand benefits and remarketing tothese audiences across other media channels, brands can drive stories thatperform.
Sequential telling is effective because it reinforcesthe brand messages to customers in a good experience for the audience. Tellinga story piece by piece is more effective than overwhelming the audience all atonce and helps unlock that natural curiosity.
Sometimes, 2+2 > 4
Delivering Reach withCross-device
Users now live simultaneously and seamlessly acrossplatforms and devices – so as a marketer we need to navigate this newenvironment.
In this fragmented world, we’ve brought together thebrightest technical minds and work with leading partners to break down thosesilos to leverage cross-device technologies that help identify one user acrossmultiple devices.
By understanding multiple devices belong to the oneuser, it means you can understand and limiting the frequency by which they seeyour advertising.
Why is this important? As it provides a better userexperience than being shown the same ads in addition to delivering bettereffective reach by ensuring your advertising spend is spread across a largeraudience base.
3. UnderstandingPoint of view & ‘Perspective Storytelling’
There are a thousand ways to interpret the same story- and the same goes for brands. Brands have a core message but the audience canhave different interpretations.
Powerful stories confirm a truth that deepens ourunderstandings of who we are as human beings. Different people, discoverdifferent truths.
By understanding the audience from his or her point ofview, you can tailor their own stories and use cases. In this way, eachaudience hears the right message that delivers the best brand resonance bycommunicating what matters most to them.
Leveraging dynamic creatives
The beauty in the opportunity today, is we canunderstand those different perspectives through data, and we have theopportunity to craft and deliver the messages that will resonate most.
By working with data partners we can identify thedifferent audience demographics with distinct segments and then throughtechnology we can tailor our stories in ways we never could before.
Via the audience segments, user A could be defined as“30-50yrs” and “family’ based on cookies of the users’ browsing history,and Dynamic Creatives technology can select a video creative themed with thekey USP for the family segment, such as larger boot space for an automotivemanufacturer. Additionally, if user B is identified as a youth segment personaged “20-30yrs,” the dynamic creative technology can select a creativehighlighting the “sports mode” for user B.
By leveraging the point-of view and perspectivestory-telling, the result was revealing: actual CTR (click-through rate) hit 5times of the expected figure. This is the power of finding the right audienceand delivering customized messages.
Understanding thejourney – leveraging full-stack technologies
So now, advertisers have delivered the right ad to theright audience at the right place – does the story end here?
To deliver a story that performs – means looking pastthe advertising story to understand the users next step, and ultimately theuser journey. By measuring across both the advertising journey and sitejourney, we can understand the insights that enable us to identify the storiesand journeys that resonate most.
Understandingly this is ultimately what delivers thebest performance and is what is unique about our own story.
Whilst a good ad tech platform tracks performancestatistics after the marketing campaign so that it knowswhat could have been done better. But a great ad tech platform tracks data during the campaign.
Unlike post-campaign analysis, by measuring inrelatime enables you to be action-oriented. Post-campaign analysis provides wisdomafter the event; but nothing could be done on this given campaign as thecampaign is over.
However with real-time insights, advertisers to takeactions immediately and modify their campaign strategies, ad creatives and evenlanding pages.
By tracking impressions and clicks, and bounce rate,it constantly refreshes our understanding of the audience; monitoring adtraffic and channel performance and optimisation from the stories you tell.
The Power of Story-telling
Whilst we were brought up with stories since the daywe were born – the types of stories and tools available to us have given usmore opportunities for both creativity and performance than ever before.
By levearging sequential story-telling, you can helpleverage the power of stories to their full potential. The technologies nowavailable can enhance and preserve the impact of your ads and by deliveringfresh content and creatives to a tailored audience, which in turn improves theaudiences experience with your brand.
Whilst this might sound like a fairytale, researchshows sequential story-telling ultimately leads to better brand recall andconversion uplift and is a powerful tool for brands to leverage.
The next chapter
All in all, as the pages turn on the old mode ofadvertising continue to turn, advertisers should leverage storytelling that notonly delivers a powerful message, but can stand out to the audience and crossthe user journey from exposure to purchase. Smart advertisers marry ad techwith storytelling: ad tech assists advertisers to tell a story to the rightaudience in the right way at the right platform.
Rather than trying to replace storytellingwith technology, the best marketers will embrace technologiesand enable a new chapter of stories to be told.
文 ✎ Mahdi Shariff
来源 ✎ Morketing（ID：Morketing）