â–¶ Brand Storytelling Is Like Dating: A Yahoo and BBDO study, designed to establish best practices for brand storytelling in a new era of paid, owned and earned media (POE), suggests a new framework for how marketers can shape their stories within each of these three different media. In particular, the study shows that virtually all consumers (95%) crave some sort of engagement with brands and that viewing storytelling on POE through the framework of a dating relationship can help marketers increase their chances for success.
• Paid media is akin to a “first date.” It’s all about the initial impression and connection, like seeing an ad; 73% of consumers saw/heard/read information about brands via paid media and almost half (46%) say “a great brand is like an interesting person at a party.”
• Owned media is about “getting closer.” Consumers want to experience brands more fully for themselves. In short, they need to find a reason to stay; 54% of consumers feel it is very important that brands provide information about “why we should care about them.”
• Earned media is like “being in a relationship.” This is the channel for building passion and trust via positive consumer reviews or news articles, for example. The overarching themes are reciprocity and advocacy.
• It’s about transparency: 79% of respondents say brands should be “more genuine.” Furthermore, 77% want brands to be responsive and engaging.PRN
Source: Yahoo/BBDO