General Overview
In a recent reading of the book titled "Storytizing" by Bob Pearson, he reveals a fundamental truth: the current advertising model is flawed, but brands can maintain their competitive edge through agile communication. Bob outlined that in today's marketing funnel, 1% of the market creates content, 9% shares it, and 90% consumes it passively. The architecture of an improved marketing funnel depends on the platform used. Short-form content generated by the 9% can provide value to customers at various touchpoints across devices. Strategic funnels require understanding how users can co-create your story and reach the 90% who consume it. From there, brands can gather feedback and produce content that resonates with user interactions across digital platforms.
Why you should start thinking about changing your marketing approach ?
Understanding marketplace gravity: Technology has shifted the balance of power in spreading ideas. The 9% wield significant influence because technology enables them to become commentators on a brand, encouraging others to engage with or learn about a product.
Why you should start thinking about changing your marketing approach: Whether you are a marketer, designer, or engineer, one thing is certain—times are evolving. The question is: are these changes in your favor? Successful brands will communicate their value propositions through compelling storytelling. It's about engaging us, teaching us something new, and motivating us through accessible calls to action across diverse platforms.
