Marketers need to reignite the art of storytelling in the modern age of data-driven marketing and e-commerce – what OMD Thailand’s Raveena Udasi Mathew terms ‘storyselling’.

Why it matters

The obsession with driving sales in the short term versus long-term brand-building has focused marketing on delivering numbers but while data is important, so is storytelling and the brands that stand out are the ones that can cultivate an emotion through the art of ‘storyselling’ – the one sure way to maximise ROI in social commerce.

Takeaways

• Storytelling used to be the holy grail of campaign development but is now lost...