Missing to Modern Marketing?
Bear in mind, this is a rambling of a man who thinks out loud. Though, the answer to the question may surprise you.
Maybe.
I remember starting a discussion with the question, “what is the point of marketing?”
“The point of marketing is to create value for both businesses and customers through strategic exchanges,” an executive said. There were various nods that follow. I nodded and indicated for more answers. “Marketing aims to differentiate brands, build awareness, and foster customer loyalty,” the lead marketer said. “Yes, it facilitates meaningful connections between businesses and consumers through targeted communication,” another nodded. “Marketing drives business growth by satisfying consumer needs and desires,” someone else said.
“Marketing is about generating revenue and ensuring the long-term success of a business,” the man in charge said as a finality. He looked at me, demanding answers to where this was going.
“All excellent answers,” I nodded. “How do you do all that?”
“Oh, that is easy. By prioritizing customer-centricity, continuous innovation, and data-driven decision-making, we are effective with our target. We build strong brand equity, and ultimately, deliver sustainable value for both our customers and shareholders,” he said.
There it was. The hollow corporate answer always turns my stomach inside out. I knew I was going to have to choose my next words wisely.
“With your outreach and messaging, how do your customers find meaning?”
Blank stares.
Our innate wiring drives us to search for meaning. More often than not, narratives that reflect our experiences and emotions captivate us. Traditional marketing practices have often neglected this important aspect of human psychology. Instead, it has focused on bland value propositions without engaging storytelling.
Don’t get me wrong, there are some phenomenal marketers who know this and do it so damn well. However, I feel that modern marketing is driven by value proposition rather than emotional change.
Allow me to explain.
Let’s go back to the first question in this article, “what is the point of marketing?”
While the answers given in the discussion are correct, they are also centric to an organisation, not the customer.
I believe that is deeply problematic.
It may seem counterintuitive, but the real value of marketing lies in its ability to connect a deeper level. Marketing is not just about selling products or services.
Now it is obvious that to truly connect with customers, you need to understand their needs, desires, and motivations. You need to speak to them in a language they understand. You need to address them in a way that feels authentic. And people are pretty good bullshit detectors.
That’s where storytelling comes in. By crafting narratives that speak to the human experience, you create meaning. From meaning, the gateway opens to the human psychology. You’re not just selling a product; you’re going with your customers on a journey. One of self-discovery, growth, and transformation.
When you prioritize the customer experience over everything else, sales will follow. It’s a paradox of sorts. By focusing on the needs of your customers, you actually end up making things better. You connect more. You, gasp, might sell more.
Let’s dive into the enchanting world of storytelling and its profound impact on our minds. Stories aren’t just tales; they’re powerful tools for learning and growth.
Let’s explore this. When we immerse ourselves in a story, something magical happens. It is something ancient. We see the world through different eyes, walking in the shoes of the characters. This isn’t entertainment — it’s a journey of self-reflection and empathy.
Think about it. How many times have you read a story and felt a deep connection to the characters? You feel their struggles, pain and triumphs? All the while, you never lived that life. But it felt like you did. That’s the power of storytelling at work.
But it doesn’t stop there.
Stories have a way of etching themselves into our memories. Stories often leave lasting impressions. Ever find yourself remembering a plot twist from your favorite book or a poignant scene from a movie? That’s because stories tap into our memories.
Stories don’t just entertain us; they teach us valuable lessons. Whether it’s a fable, a parable, or a modern-day novel, stories are filled with wisdom. Well, the good ones are. We internalize the values and behaviors of them. We learn from them.
Now, let’s talk marketing. In a sea of advertisements and sales pitches, storytelling is the fresh air we need. It is older than what we have studied.
Take Nike, for example. Their “Just Do It” campaign isn’t just about selling active wear. It’s about inspiring people to push their limits and chase their dreams. By tapping into the power of storytelling with the customer at the centre, Nike has created a brand that stands for more than sportswear.
It’s the customer’s symbol of determination and perseverance.
But it’s not just big corporations that can benefit from storytelling. As marketing consultants, we can create content and direction that connects to an audience. By weaving stories into our work, we can build deeper connections with our clients. We help them see us not as service providers, but as partners on their journey to success.
And let’s not forget about the impact on our bottom line. When we create content that resonates emotionally with our audience, engagement goes through the roof.
People don’t just buy products or services.
They buy into stories.
They don’t buy for the price tag.
They buy a narrative.
Let’s take a moment to reflect on the current landscape of marketing. It’s a world filled with endless pitches and product features. But often missing one crucial element: storytelling. In our quest to sell, we’ve forgotten the deeper human desire for personal growth and connection.
Morden marketing messages focus on the features and benefits of a product or service. But here’s the thing: people don’t just want to buy stuff; they want to transform. They want to see themselves in the stories they consume, to feel a sense of transformation and possibility.
Think about the last advertisement you saw. Was it a laundry list of product specs, or did it tell an interesting story? Chances are, it was the former. And that’s a problem. Because in today’s world, where attention spans are shorter than ever, we need stories.
Take Coca-Cola’s “Share a Coke” campaign, for example. Instead of bombarding consumers with ads about the soda’s taste or ingredients, Coca-Cola created a campaign centered around personalization and connection. By putting people’s names on their bottles, they transformed a simple beverage into a symbol of friendship and ownership.
Most modern marketing approaches are often characterized by their emphasis on product features and benefits. They cannot capture the attention and loyalty of today’s discerning consumers. In a world filled with advertisements screaming for attention, consumers have grown weary of empty promises and superficial claims. People are actually quite smart.
The paradigm of “selling the value” has become stale and uninspiring, failing to engage audiences on a deeper, emotional level. Businesses persisting in this model risk alienating their audience and falling into irrelevance.
So why not go back to what has always worked?
By weaving stories that resonate, marketers can forge genuine connections with their audience.
Stories have the unique ability to evoke emotions, spark curiosity, and foster empathy, transcending the transactional nature of conventional marketing.
So what happened to that meeting I wrote in the introduction? I made it up.
I needed to tell you a story that grabs your attention.
