Eight ways to improve your storytelling
Modern consumers, according to Daniel Zeff, CEO of Evidently, are not too different from young children. Presenting at Advertising week Europe with ex-Unilever CMO Simon Clift, he explained how both are:
- Impatient – to have things, to see things, to know things
- Surrounded by enticing new things – around them, in the retail space, online and at their fingertips in a smart phone
- Unpredictable – children are growing and they change quickly. For consumers it's the world around us growing and changing quicker than ever. In the always-on world we live in today the agenda changes rapidly, work one minute, home life the next – there's fast food, fast fashion, high speed travel, more information and more uncertainty
- Adore stories – whether it's the bed time story or the box set binge. Both seek diversion and appreciate immersion in tales that entertain, enrich and enhance us.