February 26, 2014 — NorCal BMA Evening Program

How To Tell Your (Marketing) Story In The Digital Age


Richard Fouts
Speaker
RICHARD FOUTS
Vice President
Gartner 

Stories engage. Stories are how we remember. Moreover, the ability to tell a good story is more important than ever, as marketers adopt social networking and video — media that lend themselves especially well to storytelling. But, marketers can use all the right storytelling techniques, but remain ineffective if they lack authenticity. Ironically, the elements that make a story authentic (conflict, struggle and vulnerability) are the very techniques technology marketers are trained to avoid.

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