Tip Sheet: How to Use Data-Driven Storytelling to Reach Audiences
In our data-driven world, it’s no surprise that communications professionals are attempting to integrate smart data into their strategies. Perhaps the most effective way to leverage this new world of smart data is with data-driven storytelling.
Those who harness data-driven storytelling are simply using information about customers or target groups to communicate with them more effectively. The audience data – interests, unique features, media they enjoy, etc. – can be used to identify what content and stories will resonate with consumers.
Our Worldcom Partners at PRAM consulting help explain the reasons why data-driven storytelling makes sense.
People are overloaded with content and media.
Multitasking has become the norm as consumers are targeted with content across devices.
Consumers are only interested in content that is relevant to them. They’ve learned to manage the excessive amount of content they’re exposed to by filtering it out.
Consumers’ decision-making process is increasingly unpredictable, greatly reducing the ability of brands to reach them.
Data-driven storytelling helps brands cut through the noise and deliver relevant content to audiences, dramatically improving their ability to not only reach these audiences but to also convert them into customers.
PetersGroup is a marketing and public relations agency creating communications campaigns that influence business outcomes. We provide strategic counsel and execution to mid-size and Fortune 500 companies in technology, consumer and financial services, along with state and national associations.