I’ll be the first to admit it: storytelling is my favorite buzzword. We all use it and throw it around, but effective brand storytelling on social media can simply be the difference between dictating a story to an audience or creating an emotional connection with your target customer, as we learned in our conversation with Gill Linton of Byronesque. Because of the emergence of photo-sharing mobile apps like Instagram, our form of communication has shifted from text to image, creating a visual language online. I believe that video will become the next natural progression for our digital communication.
Perhaps I’m in a unique situation, living in downtown Manhattan with very limited storage space, but transitioning wardrobes for the changing seasons has always been, well, a process. When I open up my various suitcases and zippered bags, I feel compelled to analyze, try on and reconsider everything before hanging it back up in the closet. The “spring cleaning” approach is also a great method of taking a step back and reviewing your media/platforms and assets to see what’s working, what’s relevant, and what you may want to consider throwing in the “out” pile. A comprehensive review requires concentration and several uninterrupted hours, so this time of year, when everyone switches to vacation mode, is the perfect time to schedule your session.
No longer are brands asking, “Should we enter the Chinese market?”. With explosive growth rates and more potential luxury consumers than there are people in the United States, the question instead is “How should we enter the Chinese market?”.
Video today is our industry’s hot commodity. Yet, for the plethora of brand social media teams embracing their new roles as art directors, cameramen and editors, the sophistication of creating beautifully mastered, brand-appropriate video still has a ways to go.
In a market that increasingly values quality over quantity, WeChat is a mobile-only platform that brands should consider at the forefront of their CRM strategy, not only for China, but minimally for the region as well. Closing in on 400 million users, WeChat’s recent push into India and Southeast Asia has grown the tool into more than just a China-centric platform. It now has a growing presence in over 20 countries around the world.
To say today’s consumer is connected is a vast understatement. Technology enables people to be instantly and constantly connected to experiences, information, other people, to brand stories, and to products. What’s more, their expectations of how businesses and brands can, and should, leverage technology are dramatically rising. Clearly, this is impacting the retail environment and we have already seen multiple brands respond by incorporating digital to the store experience in various ways (some successfully, others less so).