From a marketer’s point-of-view, a marketing story is important because a story can be a very useful strategic rudder from which lots of marketing activity can made, organized and published into culture. It is no surprise that in a world of complex, multimedia marketing and communication campaigns having a central story has proven to be essential. A good story keeps everyone literally on the same page.
What’s interesting about this article and the book (“The Art of Immersion” by Frank Rose) is that it talks about immersion, which is about what happens when a person engages with a marketer’s story.
From the article:
“We know this much: People want to be immersed. They want to get involved in a story, to carve out a role for themselves, to make it their own. But how is the author supposed to accommodate them? What if the audience runs away with the story? And how do we handle the blur — not just between fiction and fact, but between author and audience, entertainment and advertising, story and game? A lot of smart people — in film, in television, in videogames, in advertising, in technology, even in neuroscience — are trying to sort these questions out. The Art of Immersion is their story.”
This is incredibly important and often overlooked. As marketers, we have to understand the stories of peoples’ lives first and foremost. In other words, we have to understand what people are immersed in (or envision what they want to be immersed in). What are the stories of their lives? Or what new stories might they want to step into and “live?”
Once a marketer has a clear sense of the story within which people want to be immersed, then they can create marketing (experiences like events or retail and tools like apps or products/services for example) to help people immerse themselves.
That’s how to get people to engage with your brand these days.
Read the article from Wired here.