The Story of Marketing – A sales presentation is different from what today’s decision-makers desire. They are interested in your experience and how it compares to their own. When you effectively communicate that story, it engages viewers deeply and significantly raises the value of a good or service. Storytelling becomes crucial when identity, values and experiences are the primary brand differentiators. Data is essential because it gives stories more meaning and helps marketers understand their customers. With the growth of content marketing and thought leadership, the way we view marketing transformation is changing. Data and storytelling are crucial additional layers that help your marketing be more creative and strategic.
What Makes an Excellent Data Story?
A successful data story consists of three primary components: data, images and narrative. The data element is simple; we require accurate information to arrive at a valuable insight. Thanks to the visual part, we can identify trends within the information that we may not find hidden within a spreadsheet. The narrative part focuses on the language that we use to portray the data and is like we are giving the information a voice. When we combine, narrative, information and visuals, this can produce data stories that spur business change.
Technically, the brain interprets all information as data, but the most valuable information offers insight rather than just knowledge. This understanding encourages action and aids decision-making, making it the most significant. Data storytelling is a potent tool to make connections and offer insight in a world where we are overrun with data yet in desperate need of meaning. We gain – and may share – clarity and understanding by giving meaning and context to information that would exist only as numbers in an Excel spreadsheet. This is very advantageous for brands. Your marketing operation and the target audience will benefit from your ability to extract insight from data and convey it through engaging stories.
Although it may seem simple to tell a compelling data story, many marketers and data analysts need help to use an engaging tone and develop a narrative in their reporting. In actuality, most companies ignore this element of client reporting. Every marketing agency must learn data storytelling to increase transparency and enhance client communications. This is why many agencies are now hiring recruits with a master’s in marketing. A program such as that obtained at Emerson College can provide you with the tools and skills within the profession to excel in life.
Data storytelling connects the creative and the formulaic, the dynamic and the objective. Storytelling is nothing new, but it is quickly becoming the best method for connecting with people in the modern world. Deep consumer knowledge is being sought after by more and more businesses to create compelling narratives that connect with consumers. Making connections while using data as a guiding source is the goal of data storytelling. It gives brands a chance to draw attention in a way that is firmly focused on their target audience, whether to create a distinctive brand identity or an effective marketing campaign.