Today, strong storytelling is being used by brands to engage with their target audience on a deeper level and build longer-lasting relationships.
Data-driven storytelling is an excellent method to distinguish in a crowded market. Top US firms such as Google, Airbnb, and Spotify are pioneering this strategy, which allows them to connect with their customers in a genuine way.
So, how does this happen?
The importance of data: Customers are increasingly aware of branding in today’s society, and they expect businesses to be truthful. As a result, communication is critical.
To figure out the best approach to interact with their customers, brands must make an effort to understand their needs. Data is required for this.
Data collection is a key aspect of the data-driven story, but it’s also crucial to make good use of it. The material must address the needs of a brand’s target audience as well as their chosen information methods, such as video or blog postings.
Creating the narrative: The story should be a product of the data once it has been collected and understood. The data-driven conclusions will aid in the development of a narrative that will appeal to the target audience.
To stand out from the competition, the story must have a compelling topic. The theme is the narrative’s backbone, and it must be obvious and memorable to the audience. This can be accomplished in a variety of ways, such as focusing on a specific demographic or capitalizing on a current trend.
Another crucial factor is how the brand story will be promoted. The platform that a brand chooses should be informed by the preferences of its target audience. As a result, the statistics should show the brand which channel has the most reach with its target audience.
Airbnb leading from the front: Some of the most well-known brands in the United States, such as Airbnb, have mastered data-driven storytelling and set the bar high for others to follow.
Airbnb’s marketing strategy has always centered around telling stories. The brand used the data it gathered after analyzing its audience to revolutionize hospitality. Instead of offering vacation packages, it focused on selling travel experiences.
Airbnb used guests who stayed in their rentals to share their experiences with compelling content such as photos through creative storytelling. The photographs are then used to build a tale with a human element that resonates with other customers, resulting in increased sales.
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