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Rescooped by Karen Dietz from Story and Narrative onto Just Story It |
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Kim Gaskins reports the results of a study entitled The future of storytelling: Immersion, integration, interactivity, impact that she and Neela Sakaria conducted for Latitude, a full-service international research consultancy. www.latd.com
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From Rohit Bhargava, Founder, Influential Marketing Group and the author of Likeonomics
Karen Dietz's insight:
Here is a example packed SlideShare presentation about 15 marketing trends for 2013 that Bhargava has identified. As you can imagine, since it is the end of the year, I've looked at a ton of these kinds of lists. This is by far the best one I have found. And 3 of the 15 trends have to do with storytelling: Partnership Publishing; Precious Print; and Back Storytelling. What I love about Bhargava's work are all of the examples shared to back up his trends. Even for the trends that don't have to do with storytelling, this piece is well worthwhile. I also really like that at the end of the slides he gives us his 2012 list and shares if the trends materialized or not. Even better, he then shares his own back story of how he identified the trends for 2013. This is a very complete list and dense with material to chew on. It can certainly help our businesses in 2013. Enjoy! This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it Delete the scoop?
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It’s tempting to look at pop culture for insight into the zeitgeist, and it’s hard to look at pop culture without seeing a lot of Zombies. This may well not be a coincidence.
Karen Dietz's insight:
This article by Alan Snitow goes right along with the other article I curated today on Anthrocapitalism. Here Snitow talks about the massive shifts in consumer attitudes/behaviors that are creating shifts in marketing and branding. The author suggests that one of these huge shifts is away from 'aspiration' marketing, where consumers aspire to buy their way into a better life, to 'inspiration' marketing. Inspiration marketing is focused less on what companies can give, and more on what consumers themselves can achieve. In other words, making customers the hero of the story. But there is more here to the discussion and I encourage you to read the article. It's not that long and makes great points. Even better, Snitow shares short videos of companies who have moved from aspirational to inspirational marketing. Perhaps this is what your business needs to do. And once again, I wonder about the influence of storytelling. Of course stories fit exceedingly well into inspirational marketing. Yet how much has the awareness, education in, and experiences with stories shaping the conversation and this movement? Maybe it is more of a chicken-and-egg syndrome. In any event, I find it fascinating that this article and the one on anthrocapitalism show up on the same day but from different sources. And on the same day I received an email newsletter talking about how businesses are now in a post-Demming-process era and now in the era of valueing people in business. And the business was re-defining all of its work to meet this new direction. Well, certainly these discussions about the value of people over profits in business have been around for years. Only time will tell if trend watchers are actually seeing shifts that will stick, or if we are all just spitting into the wind again. How will you show up in 2013? Your thoughts? This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it Delete the scoop?
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I originally passed up on the original article cited here because its focus was on transmedia storytelling. And I also passed on the research outcomes reported here by Latitutde on the Futue of Storytelling.
But I like this article because it translated the original work on transmedia storytelling into a business application that wasn't just about marketing. The author, Lenn Millbower, focuses on bringing the lessons of storytelling and transmedia work into corporate training/ knowledge transfer.
The 4 'I's listed in the post are right on. Storytelling has always had immersive qualities to it for the last 100,000 years. Immersion is critical in learning. The other 'I's are equally important.
It is a quick article with good insights -- so go grab all four of the 'I's.
Now the reason I ignored the Latitude research project was because it is basing its opinions about the future of storytelling based on the people it polled -- gamers and such. Hardly a representative group. I didn't find their insights interesting. But if you want to read it yourself, follow the link to the research that's provided in this article.
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it
The thank you fellow curator Gregg Morris @greggvm for finding this article and sharing it!