The Art of Storytelling [Video]

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the art of storytelling“Through the ages, technology and media…has dramatically influenced the way we communicate and tell stories.”

This was one of the main points on “the art of storytelling” presented by Julie Roehm, Chief Storyteller at SAP at the Inbound Marketing Summit on April 3, 2013.

Julie showed many visual and multimedia examples of how storytelling has been around for as long as humans have walked the earth.

The first TV ad was run by Bulova in 1941. The first political TV spot was run by Lyndon Johnson in 1964. Apple’s “1984” helped propel Superbowl advertising to the heights we see today. And Yahoo started the shift to online media when it ran the first banner ad in 1994.

Across the ages, brands have been using the art of storytelling to reach their audience. According to Julie, “Today with digital media and emerging technologies, the challenges, and the opportunities are boundless.”

But, she continued “to break through the clutter, meaningful, one to one conversations with our customer is now more important than ever.”

Bottom line: we need to tell more human stories. We need to touch our audience in a personal way. And we need to tell stories that people want to hear.

One great example Julie showed included one of my favorite commercials for Google Chrome.

She then showed one example of how SAP is telling more human stories through the voice of our customers – showing how we help our customers to help their customers and improve lives.

To read more about Julie’s presentation, check out this summary and enjoy the full presentation below.

You can follow Julie on twitter @jaroehm.

SAP’s Chief Storyteller, Julie Roehm on “The Art of Storytelling.”

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Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.

6 thoughts on “The Art of Storytelling [Video]

  1. Michael, I like the recap and the view of the future (digital has already messed me up, so I’m ok with that bit!)

    I’m wondering how much of what you are hearing at MarketingProfs aligns with this view, and how much is just trying to keep current marketing mindsets on life support, with new labels and new tactics (ie Content). Maybe inspiration for your Thursday post?

    Marketing must “actually” be valuable. I “actually” want to take this one step further. It is a selfish world, so yes, it needs to be valuable, but that isn’t enough. Here is the litmus test: if you stopped all marketing activities, would it be missed? With your target audience stand up and say Bring It Back!

    In a future where all marketing is valuable, valuable will not be enough. Your marketing must provide value that is more accessible and not simply replaceable. (Aside: what does that say about gating the marketing content that is supposed to provide that value?)

    What happens in the future when we compete on the quality of our marketing product for the audiences attention?

    Ok, stopping before this turns into a blog post of its own! Great post, thanks for sharing!

    — @wittlake

  2. Eric, good question. As with most innovations there appears to a bell curve here. I’m beginning to think we are splitting into a world of customer- first and company-first marketers.

    I think you are right that the future battle ground is in the amount of value or the net quality of our content as perceived by our customers.

    In this future world, company-first marketing is dead. With the world going social, mobile and real time and getting there fast, I think the change is coming faster than we think.

  3. Michael, great post. I am very biased on this, but the importance of marketing data management will grow exponentially as advertising continues to shift to digital technology, social media and real-time interaction management. I enjoyed the post and look forward to adding your blog to my regular reading.

    – Scott
    @scottaeast

  4. Scott, so glad you stopped by and thanks for your comment. You know I agree with you as a big fan of data management and reporting!

    I better up my game now that you’re reading 😉

    Best, Michael

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