Julie Roehm, Chief Storyteller at SAP, delivered an engaging multimedia keynote at the Inbound Marketing Summit on April 3, 2013. Throughout this presentation, Julie did was she does best: she told a story.
Beginning with a history of storytelling from the caveman era with wall paintings through the invention of the Gutenberg printing press producing the first Bible, Julie’s keynote moved towards the media that was one of the hottest topics at IMS: video.
Julie’s presentation shifted towards the progression of advertising as she highlighted the infamous 1984 Apple Super Bowl commercial through the evolution of the Internet and advertising. According to Julie, “to break through the clutter, meaningful, one to one conversations with our customer is now more important than ever.” Having engaging and captivating relationships with customers is becoming standard for brands and advertisers. Many companies are judged on their execution and management of these relationships.
Using social media and their associated technologies to reach an expansive audience provides an opportunity for marketers to step back and allowed customers to tell a brand’s story based on their personal experiences.
Using the compelling examples of Google Chrome and P&G’s Olympics advertisements that are targeted towards consumers, Julie began to dive deeper into the art of storytelling on a business to business level. But how do businesses providing B2B solutions connect the story of their products all the way through? Businesses that talk about their customer and their customer’s customer are those that can complete the circle of their marketing ecosystem and ultimately, the ecosystem works within itself.
Businesses have to tell stories the way that customers want to consume them. People are going to consume media how, when and where they want to, and businesses need to be able to adapt and adjust to the medium. However, Julie brings up a great point – a great story is a great story, no matter where you tell it. Getting too caught up in all of the different technologies will become problematic for marketers and get in the way of the story itself.
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