Storytelling in a vital world

Julian Saunders
The Joined Up Company

The digital arena provides a direct route to consumers and, because responses can be easily measured, marketers can report that waste is being cut. However, Julian Saunders argues that this obsession with ‘direct effects’ loses the persuasive and lasting power of storytelling

CONSIDER THE following heretical questions: What if half the point of communication is ‘the waste'? What happens if in the pursuit of ever-more relevance and measurability we miss something that is less measurable but more important?

What happens when everyone gets good at the new techniques? Will people still basically think that marketing is at best something that is done to them and at worst an unwelcome act of surveillance? It looks to me more like dystopia than Utopia.