The Future of Brand Storytelling and the Role That Data Plays

Opinion: Marketers must leverage both art and science


Brand storytelling is more important today than it’s ever been. And yet, effective storytelling and content marketing across channels is a very different proposition from what it was even five years ago.

With screens and devices all around us and a smartphone in every hand, people can experience stories anywhere and anytime. In fact, the power to define what’s worth watching has shifted completely to the audience.

In order to reach consumers, brands need to deliver relevant content and experiences in each moment, while also telling stories in shorter bursts or micro-moments.

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