I read a blog post this morning from one of my favorite marketing minds, Seth Godin, titled “Creating stories that resonate.” Seth always discusses that consumers buy stories, not products or services. They want to be a part of something that they feel strongly for. This post reiterates this theory.
In the post, Mr. Godin says, “It’s essentially impossible to tell a story to an entire population and have it resonate with all of them.” The quote, being true, made me think about the leading edge of customer engagement and one to one marketing capabilities. Telling a story has long been the pinnacle of marketing. If you have a great story, preach it to anyone who will listen. What would happen though, if we incorporated the individual consumer into the story with various customer engagement techniques? We now have the technology to track, capture, and analyze pretty much any kind of customer data through our various interactions, so why don’t we gain permission and use this information to build the company story revolving around the individual consumer? This level of engagement, conversation, and intimacy would create a level of brand loyalty and advocacy that is unimaginable.
All-in-all, telling a story is great, but to be able to have that story revolve around the individual customer is exponential.