Storytelling school

Opinion: Fusing data and statistics with creative storytelling to create a solid marketing plan

Upasna Dash provides insight into merging data and statistics which in turn helps create a marketing plan and provides insight into the future of creative storytelling.

Users are looking for meaning. They are looking for credibility. As we move forward into the age of visual information, the timeless art of creative storytelling can now strengthen its narrative by delving into the world of data and statistics.

Data-driven stories allow readers to turn information into meaningful insights. Quantitative information in the story improves the overall understanding and validity of a complex narrative by simplifying it. This makes it easier for consumers to connect with a brand.

Data and statistics become an essential element in the transmission of the message of a brand, carried by readers who appreciate the discovery of new ideas. Brands can leverage empirical stories to build and nurture relationships with their consumers.

On social media, consumers are more engaged if there are visual images like polls, survey results, and data infographics. In the process, they feel more valued and connected to the brand, unlike the engagement we get from long-form content.

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The benefit of data fusion in storytelling is that data-driven stories have the propensity to be quantified, and therefore marketers can navigate their consumers’ interests by tracking the number of active participants in their stories. in real time. As Dr. Lynell Burmark, an educational consultant who writes and speaks about visual literacy, once said, “Unless our words, concepts, and ideas are hooked into a picture, they will enter an ear, cross the brain and come out the other ear.

Choosing an approach to telling a brand story through visual imagery plays a crucial role in conveying key messages to the intended audience, and brand positioning is possible exactly as we expect.

How and when to use data in storytelling:

The combination of data and stats in brand stories introduces a whole new set of opportunities for marketers, as engagements can be tracked in real time, allowing marketers to understand what worked the most for them. their brand. For a campaign that requires the utmost attention, data must be carefully integrated to maximize results.

Weaving quantitative information like the sequence of facts, data, and statistics into a storyline with a unifying theme and a powerful narrative further helps marketers make thoughtful decisions before coming up with the marketing plan.

Marketers should establish a logical flow of information using statistical tools and techniques that connect the story section in terms of time, effect, and pattern, which worked best for them.

A recent article from Harvard Business School highlights the power of data and statistics in telling the brand story: “Suppose a negative social media post went viral against your company’s false claims of providing sustainable products to users, citing how much modern consumers are proponents of this. to use eco-friendly products and pay attention to the environment, one can derive creative storytelling using data and statistical narrative.

The brand can offer its solutions using visuals like data and charts presenting a long-term goal of shifting to sustainable manufacturing techniques. Based on the statistical action plan proposed and shared by the brand, it can be expected that the public will feel different and can regain their lost confidence. This will change the positioning of the brand by making it more accessible to the public.

Visual imagery has the power to bring old data back to life by revealing new dimensions that allow brands to stand out from the crowd of competitors and keep trust intact.

There is an endless list of reasons why brands are benefiting from data-driven storytelling. Some of them would be:

  • The context: Stories contextualize data so audiences understand what the numbers mean
  • Trust: Statistics and figures build credibility for your content and build your brand’s reputation as a reliable and trustworthy source of information
  • Attention: A well-designed infographic or engaging data-backed video stands out and is highly shareable, exposing your brand to new audiences
  • Versatility: you can experiment with different content formats and channels, such as case studies for your website, unique videos or social media graphics

The future of storytelling looks bright, and its ability to include more elements will help convey a message, raise awareness, and engage audiences in a new data analysis experience. As the human brain is connected with visual imagery, statistics and data are distinctive elements that play an important role in adding more value for marketers to promote their brands.

Additionally, the provenance state of a visual exploration process summarizes all the added actions that lead to the final story, which is more verifiable and reliable to the human eye. This principle can help marketers identify the optimal data and statistics for their brand, according to which the most suitable marketing plan can be formulated.

This article is written by Upasna Dash, CEO – Jajabor Brand Consultancy.