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Why Isn’t Marketing’s Version of Storytelling Working? | Business 2 Community

Why Isn’t Marketing’s Version of Storytelling Working? | Business 2 Community | Public Relations & Social Media Insight | Scoop.it
Storytelling, storytelling, and more storytelling.

 

Seems like every marketing book, blog (including mine if you’ve been reading this week’s posts) and study is talking about how we should be using storytelling as a marketing technique.


I couldn’t agree more. Unfortunately, I think most attempts fall short.
Earlier this week — I made the point that A) It seems that despite all the hype — we’re doing less real storytelling today and B) storytelling is hardly a new tactic....

 

[Good suggestions for storytelling that works ~ Jeff]

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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
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The world’s best-selling Scotch whisky brands

The world’s best-selling Scotch whisky brands | Public Relations & Social Media Insight | Scoop.it

Over the past three years, Scotch whisky has struggled to regain growth, hit by softness in key markets, notably China, Russia and Latin America.

However, the Scotch Whisky Association (SWA) recently confirmed that the sector’s export declined slowed to -2.4% in 2015, compared to -7% in 2014, indicating positive growth prospects for the year ahead.

Growth is skewed towards single malts as the blended category declined in terms of both value and volume.

This dynamic is reflected our list of the top 10 best-selling Scotch whisky brands – all unsurprisingly blends and many still struggling to claw back growth....

Jeff Domansky's insight:

Celebrating #NationalScotchDay

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Mobile Myth Busting: How to Write Great Content for Mobile - ScribbleLive

Mobile Myth Busting: How to Write Great Content for Mobile - ScribbleLive | Public Relations & Social Media Insight | Scoop.it

In 2014 the number of mobile users eclipsed desktop users. Since then, mobile technology has continued to change the way we browse the web and connect with brands. “The latest data shows that we are now well past the tipping point.” says Smart Insights, as “mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).”

Today, 80% of internet users own a smartphone and consumers are “multiscreening” (browsing on both mobile and desktop devices), meaning it’s more important than ever to create consistent experiences across devices. This is about more than simply making your site mobile responsive. It means thinking about how the vertical screen changes the way we write and structure content.

Below we debunk 3 myths that mislead content marketers when writing for mobile so you create better content, regardless of the screen size....

Jeff Domansky's insight:

These three mobile myths are important to consider when developing blogs, content marketing and marketing material. Valuable insight. 9/10

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How to Use the Psychology of Color to Increase Website Conversions

How to Use the Psychology of Color to Increase Website Conversions | Public Relations & Social Media Insight | Scoop.it

Color wields enormous sway over our attitudes and emotions. When our eyes take in a color, they communicate with a region of the brain known as the hypothalamus, which in turn sends a cascade of signals to the pituitary gland, on to the endocrine system, and then to the thyroid glands. The thyroid glands signal the release of hormones, which cause fluctuation in mood, emotion, and resulting behavior.


Research from QuickSprout indicates that 90% of all product assessments have to do with color. “Color,” writes Neil Patel, is “85% of the reason you purchased a specific product.” It’s a no-brainer fact of any website that color affects conversions. Big time.


So, the bottom line is: use the right colors, and you win....

Jeff Domansky's insight:

Color counts and Neil Patel shows why and how to make it get results. Valuable advice for designers and marketers. Recommended reading! 10/10

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Global Survey on the Ambiguous State of Employee Trust

Global Survey on the Ambiguous State of Employee Trust | Public Relations & Social Media Insight | Scoop.it

We surveyed approximately 9,800 full-time workers, ages 19 to 68, in Brazil, China, Germany, India, Mexico, Japan, the UK, and the U.S. Our most striking finding was that fewer than half of all surveyed professionals have a high amount of trust in their companies: Only 46% place “a great deal of trust” in their employers, and 15% report “very little” or “no trust at all.” (The rest, 39%, say they have “some trust,” which is not completely pessimistic but does want for enthusiasm.) There clearly is room to improve for all of us, and companies (including EY) should pay attention to what’s discouraging the most distrusting group of workers.


Among those with little or no trust in their employer, the top five reasons were: “Employee compensation is not fair,” their employer “does not provide employees with equal opportunity for pay and promotion,” there’s a “lack of strong senior leadership,” “too much employee turnover — voluntary and/or involuntary,” and the employer does not foster a “collaborative work environment.”...

Jeff Domansky's insight:

EY research shows why employees lack trust in the workplace.

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Smartphones account for 45% of online shopping traffic

Smartphones account for 45% of online shopping traffic | Public Relations & Social Media Insight | Scoop.it

Smartphones accounted for 45.1 percent of all shopping traffic online in the first quarter of 2016. According to a study from Demandware, phones barely took the lead over computers, which accounted for 45 percent of all traffic. The e-commerce software provider predicts that phones will account for 60 percent of all e-commerce traffic by the end of 2017.


As e-commerce continues to grow – it accounted for 7.8 percent of retail sales in the first quarter, up from 1.3 percent in 2002 – the importance of mobile also grows.


"If they can get it right on mobile today and tomorrow, that's where they're going to see a lot of value going forward," Rick Kenney, author of the study and head of consumer insights for Demandware, told Star-Telegram. Sales from mobile more than doubled from 2013 to 2015, according to ComScore....

Jeff Domansky's insight:

Shopping is a mad, mad mobile world.

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By data-mining a vast collection of novels, researchers have identified the six basic plots that all stories follow

By data-mining a vast collection of novels, researchers have identified the six basic plots that all stories follow | Public Relations & Social Media Insight | Scoop.it

The results make for interesting reading. Reagan and co say that their techniques all point to the existence of six basic emotional arcs that form the building blocks of more complex stories. They are also able to identify the stories that are the best examples of each arc.


The six basic emotional arcs are these:A steady, ongoing rise in emotional valence, as in a rags-to-riches story such as Alice’s Adventures Underground by Lewis Carroll. A steady ongoing fall in emotional valence, as in a tragedy such as Romeo and Juliet. A fall then a rise, such as the man-in-a-hole story, discussed by Vonnegut. A rise then a fall, such as the Greek myth of Icarus. Rise-fall-rise, such as Cinderella. Fall-rise-fall, such as Oedipus.


Finally, the team looks at the correlation between the emotional arc and the number of story downloads to see which types of arc are most popular. It turns out the most popular are stories that follow the Icarus and Oedipus arcs and stories that follow more complex arcs that use the basic building blocks in sequence. In particular, the team says the most popular are stories involving two sequential man-in-hole arcs and a Cinderella arc followed by a tragedy....

Jeff Domansky's insight:

Scientists at the Computational Story Laboratory have analyzed novels to identify the building blocks of all stories.

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Blog SEO: How to Search Engine Optimize Your Blog Content

Blog SEO: How to Search Engine Optimize Your Blog Content | Public Relations & Social Media Insight | Scoop.it

Search engine optimization is incredibly important for marketers. When you optimize your web pages -- including your blog posts -- you're making your website more visible to people who are looking for keywords associated with your brand, product, or service via search engines like Google.

But it can be a pretty tricky tactic to master with Google's copious algorithm updates.

How do you know what matters and what doesn't? What are today's blog SEO best practices, and what's considered "old-school"? How on earth can you keep it all straight?

We understand confusion is a common issue facing inbound marketers -- and we want to help. In this post, we'll cover how to optimize your blog posts for the keywords you care about, along with a few other optimization tactics you should keep in mind....

Jeff Domansky's insight:

Great SEO tips from Lindsay Kolowich at HubSpot.

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Amazon is conducting new drone-delivery tests in the UK and wants US to know about it

Amazon is conducting new drone-delivery tests in the UK and wants US to know about it | Public Relations & Social Media Insight | Scoop.it

"The U.K. is a leader in enabling drone innovation," Amazon crowed.


Amazon has said it would pioneer package delivery by drone overseas if the U.S. continues to block its methods stateside. Now it’s taking another step down that path.


The online retail giant announced Monday evening that it had reached an agreement with the U.K. government to expand the types of drone tests it is conducting in the region. The new arrangement will allow Amazon to test drone flights that extend beyond the line of sight of the pilot in suburban or rural areas — a necessary ingredient in the aerial delivery of packages that the U.S.’s Federal Aviation Administration currently doesn’t allow....

Jeff Domansky's insight:

Amazon is always innovating.

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How Twitter, Facebook Live and Genius Transformed Convention Coverage - MediaShift

How Twitter, Facebook Live and Genius Transformed Convention Coverage - MediaShift | Public Relations & Social Media Insight | Scoop.it

During the 2012 election, the Washington Post’s political editor Rebecca Sinderbrand sent out only a handful of tweets each day. This year, however, the paper has an entire social media team, sending out about five tweets per hour, not including a separate account dedicated solely to politics.


"We can’t do our jobs without having access — in particular to Twitter — but other platforms as well,” she said. “That really started to happen in 2012.”


At the Republican National Convention, the Post’s social media team used Twitter, as well as Snapchat, Facebook and Facebook Live.This cycle is all about storytelling on multiple platforms and connecting those platforms. Take, for instance, a Facebook Live video Sinderbrand did with Robert Costa, the national political reporter with the Washington Post. The video appeared on Facebook, but was also tweeted along with tags to their respective Facebook pages....

Jeff Domansky's insight:

How social media is changing journalism and especially live convention coverage.

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15 Oh-So-Sweet Examples of Chocolate Packaging Designs

15 Oh-So-Sweet Examples of Chocolate Packaging Designs | Public Relations & Social Media Insight | Scoop.it

Design agencies have developed a major sweet tooth for packaging.


The once humble chocolate bar has become the latest canvas for creatives to experiment with unexpected concepts and show off their design chops.  


Since packaging actually has a real impact on how we perceive taste, these 15 examples of chocolate brands must be absolutely delicious. Check them all out below....

Jeff Domansky's insight:

Check out these sweet examples of packaging design.

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