Leveraging Proximity

Featured image from http://www.Ubudu.com

The micro-location environment stage is set, hardware is placed, and consumers are entering the scene.

How do marketers leverage these direct communication opportunities?

Offer marketing that’s personal.


Image from Alex Senn’s LinkedIn article https://www.linkedin.com/pulse/10-retailers-using-beacons-right-how-can-do-better-alex-senn

Offer marketing that delights, engages, and entertains.


Offer marketing that offers relevant value.

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Call customer to action and refine what works.


Infographic created by choice loans on http://www.marketingtechblog.com

Social Media is the Campfire Component of Memorable Brand Storytelling


Featured image from suvonni.com.

This Buzzhoney video defines the characteristics of a good brand story as one that,”Puts the customer at the center of the story or it makes them the hero of our journey.”

The social media matrix offers a multitude of opportunities to create impressions that build emotional connections, and compel consumers to act. Effective storytelling brands inspire engagement.


In her article, “How to Use Digital Storytelling as your Social Media “Secret Sauce,” Shanna Mallon offers five strategies to maximize a brand’s storytelling impact. You’ll notice the she has interwoven traditional journalism tenants throughout the following steps.

Step 1: “Show Your Brand’s Human Side.”

This includes opening the doors to your brand to the consumer. Do consumers feel the brand is accessible. It is a marketer’s primary job to make certain they feel or appreciate a relationship with the brand or at least the potential for a relationship. Strategies to promote the human-ness or personality of a brand may consist of on brand development and how the brand is learning from and responding to customer needs and a, “Look behind the scenes,” of brand production. For example; a walk through a day in the life of a brand employee.

Step 2: “Share Your Brand’s Story.”

Because consumers, “Buy in,” to the story behind the brand and not the brand itself, it’s essential to maintain that identity through all partnerships and brand activities. All content–no matter how tiny–represents and bolsters the brand identity.

Step 3: “Work Narratives Into Updates.”

Craft stories that in a variety of social forums. Whether in the form of a photo on Instagram or a miniature blog on Facebook, it’s possible to create a sense of storytelling through all communication with the brand’s consumer.

Step 4: “Share Consecutive Posts to Share a Broader Story.”

A series of communications–by their very nature–captures the storytelling vibe and solicits engagement. When the consumer wonders, “What will be next?” they have become invested and fundamentally engaged in the evolving brand story.

Step 5: “Incorporate Elements of Story Into Posts.”

Marketers must return to the journalistic and communication fundamentals when crafting brand narratives. Have we created relatable characters? Is the topic relevant to the consumer? Do they care? Is there a beginning, middle, and an end to the story? Does the storytelling have a point of view? Does our story have a climax? A falling action? Does our story surprise? Include conflict and resolution?

Traditional journalistic standards apply in the tightly packaged storytelling experience and allow brands the rewards of activating all 4 of the social media E’s.




Every Brand Has a Story to Tell


Featured image from Hunter Territo via SlideShare.net

When a brand represents a story, the consumer is invested in its success. Brand success is reliant upon the story.

The 4 E’s become possible for brands presented in a storytelling framework. The brevity restrictions placed upon marketers by the social media matrix only enhance the longevity of brand storytelling impression.

Marketers will Excite the customer, educate the customer, create opportunity for the customer to experience the product or service, and engage the customer through brand storytelling via the on-line and social media experience.

Marketing motivations of hitting the 4 E’s are highlighted in this video from D&AD.

The included PodTech.net video is packed with statistics supporting brand storytelling and focuses marketers on the disposition to become conscientious of cost per engagement. This is a transition from a cost per click focus.

Brand storytelling becomes engagement most quickly where–in the virtual world–related conversations are already happening. This is a transition from the traditional marketing thought of organically creating the conversation and the environment where–physically and virtually–that conversation will happen.

This PodTech.net video offers a demonstration on marketing strategies achieved through valuable brand storytelling content.

In the article “The Art of Corporate Storytelling,” Stavros Papagianneas discusses the importance and seamless application of traditional journalism standards in the realm of on-line media and social media. This wise–olfactory-driven–beagle knows how to sniff out a good story in the traditional world. Hi can alter his storytelling modality for the on-line and social media world, while utilizing his traditional narrative principles

Sleepy beagle dog in funny glasses near laptop

Sleepy beagle dog in funny glasses near laptop


Shanna Mallon succinctly points out in her, “Digital Storytelling Techniques, ” article that brand storytelling through on-line and the social media matrix can show consumers the “human side” of a brand.



Leveraging the Micro-Moment is Seizing the Moment


Mobile micro-moments can be an impactful marketing tool when every aspect of their management is strategic. They can increase responsiveness, excitement, and brand loyalty when they are consumer-centric and hyper-relevant to that consumer.

From the creative team at blog.kiip.me, these infographics demonstrate how a marketer can, “Own,” the micro-moment.



This definition breaks it down to simple addition.


The consumer has a personal relationship with their mobile device. So much so that their device is a part of their personal identity. How do marketers leverage this mobile–yet captive–audience?

How to be in the micro-moment with your customer? It begins with an understanding of when, how, and why the micro-moment occurs.

Steps marketers–my crib-notes version–can take to systematically maximize success of micro-moments from Google’s micro-moment website are outlined here:

1. Make a moments map where you identify a set of moments you want to win or can’t afford to lose. Examine all phases of the consumer journey and map when people want to find inspiration, learn about your product, make a quick purchase, or anything in between.

2.Understand customer needs in-the-moment by putting yourself in the consumer’s shoes and asking what would make it easier and faster while considering what content or features would be most helpful in the moment.

3. Use context to deliver the right experience through leverage of contextual signals like location and time of day to deliver experiences and messages that will feel tailor-made for the moment. An example is providing search information of in-stock items when customer is at location.

4. Optimize the journey so people can move seamlessly across screen and channels. Clarity of message allows for maximum impact when competing messages and fractured journey are not allowed. Focusing entirely on the customer perspective and organizing moments around that is necessary.

5. Measure every moment that matters so that you can continue to improve the value you provide.

Mobile micro-moments can be an impactful marketing tool when every aspect of their management is strategic. They can increase responsiveness, excitement, and brand loyalty when they are consumer-centric and hyper-relevant to that consumer.


Marketers are challenged to maintain mindfulness of the micro and macro pitfalls associated with delving into the micro-moment experience with their customer.

A successful micro-moment plan is reliant upon the pre, during, and post maintenance and procurement of the details. The substance of the micro-moment must be relevant, which is much more intimate than merely “relatable.”

Because details can easily be over-looked, there is a possibility for an attempt at a positive, stimulating micro-moment to turn into an annoyance and a brand negative. Mindfulness of all communications in the marketer to customer relationship is essential. With conscientious maintenance of the micro-moment tool, the relationship grows in a rewarding fashion for both parties.

Lead graphic from https://thinkwithgoogle.com

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