Is great brand storytelling powered by art or science? Maybe it requires both, especially on social media.
It turns out that a key to creating great stories people want to spend time with lies in the wealth of data being generated. “There’s a tremendous amount of data for marketers to leverage, and so many rich opportunities to discover audiences, their interests, tastes in content and themes to tailor custom messages,” explains Frank Kavilanz, SVP of social strategy and solutions at WarnerMedia’s Ignite, where he oversees Launchpad, the company’s audience intelligence practice.
By segmenting and sub-segmenting audience groups, Kavilanz and his team are able to drill down into the data to figure out what stories make different types of consumers tick.