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Q6 - How do you see Storytelling in the context of Marketing?
Q6 - How do you see Storytelling in the context of Marketing?
Answer to the question:
Answer to the question:
One of the areas related to Data Storytelling is Digital Marketing, which uses tools for website development, A/B testing, SEO tools, and Content Marketing.
One of the areas related to Data Storytelling is Digital Marketing, which uses tools for website development, A/B testing, SEO tools, and Content Marketing.
Today, digital marketing is related to and integrated with data analysis, with statistical evaluations for decision-making.
Today, digital marketing is related to and integrated with data analysis, with statistical evaluations for decision-making.
For example, after a data analysis on Google Analytics, it may be necessary to establish new data narratives to obtain returns in generating customers.
For example, after a data analysis on Google Analytics, it may be necessary to establish new data narratives to obtain returns in generating customers.
To use these tools, the marketing professional needs to develop analytical skills and improve digital literacy, which often was not part of university education as it is a new area and not yet included in curricula.
To use these tools, the marketing professional needs to develop analytical skills and improve digital literacy, which often was not part of university education as it is a new area and not yet included in curricula.
These analytical skills are based on Data Science, which encompasses statistics, data analysis, and computing.
These analytical skills are based on Data Science, which encompasses statistics, data analysis, and computing.
1 - Data Storytelling and Marketing
1 - Data Storytelling and Marketing
Storytelling is important in the context of marketing to attract customers' attention through well-crafted narratives.
Storytelling is important in the context of marketing to attract customers' attention through well-crafted narratives.
The appeal now will be to seek narratives developed from data, about what the data wants to tell us and offer in terms of knowledge.
The appeal now will be to seek narratives developed from data, about what the data wants to tell us and offer in terms of knowledge.
The experience of storytelling will be important, but the marketing professional will need to include knowledge generated from data, from the narratives about the data.
The experience of storytelling will be important, but the marketing professional will need to include knowledge generated from data, from the narratives about the data.
2 - Narratives at an initial stage
2 - Narratives at an initial stage
We mentioned the phases of Big Data, and in Stage 5, it was the moment to present the discoveries or insights about the data.
We mentioned the phases of Big Data, and in Stage 5, it was the moment to present the discoveries or insights about the data.
We saw it as a good moment for the Big Data team to request the collaboration of the marketing team to transform the technical language into smooth and real presentations for most people.
We saw it as a good moment for the Big Data team to request the collaboration of the marketing team to transform the technical language into smooth and real presentations for most people.
These initial data narratives are dedicated to the internal audience, shareholders, and decision-makers in areas that will be affected by the new discoveries from the data insights.
These initial data narratives are dedicated to the internal audience, shareholders, and decision-makers in areas that will be affected by the new discoveries from the data insights.
3 - Narratives at a later stage
3 - Narratives at a later stage
If Marketing participates in the initial stage of preparing data narratives for the internal audience, it will be easier to create new narratives for the external market.
If Marketing participates in the initial stage of preparing data narratives for the internal audience, it will be easier to create new narratives for the external market.
At this later stage, the obligation to disseminate and sell the ideas falls entirely on Marketing, which will leverage Data Storytelling knowledge to promote business products and services.
At this later stage, the obligation to disseminate and sell the ideas falls entirely on Marketing, which will leverage Data Storytelling knowledge to promote business products and services.
At any stage, Data Storytelling will have great significance for everyone in the company, for shareholders, customers, and those interested in new data products.
At any stage, Data Storytelling will have great significance for everyone in the company, for shareholders, customers, and those interested in new data products.
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