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SM
Twenty-eight thousand tweets per minute Super Bowl stat.1 Estimated 597 million people active on social media in China market stat.2 More than 80 percent of Internet respondents in 56 countries reported watching video content at home on a computer (84%) or on TV (83%) at least once a month behavior stat.3
Consumers have technology at their fingertips, digital resources in tow, and necks in constant crook checking the ever-flowing fountain of engaging digital bytes. Its very obvious that technology plays a pivotal role in how we live, and why we live the way we do. This is not just because of the growing ubiquity of devices. This is about lifestyle; the consumers expectations of being always connected wherever they are and whenever they want. Thinking about mobility is different than thinking about mobile.4 The application of mobility influences the consumers ability to participate in brand stories and our ability to connect and engage them.
Twitter.com http://www.techinasia.com/2013-china-top-10-social-sites-infographic/ 3 http://www.nielsen.com/us/en/newswire/2012/global-report-multi-screen-media-usage.html 4 The industrys use of mobile typically focuses narrowly on a device or app; we consider the larger concept of mobility to widen perspective. Mobility refers to the continuity and confidence of being connected to people, places, objects, environments and ideas. Photo Credit: Reprinted from Storyscaping: Stop Creating Ads, Start Creating Worlds, by Gaston Legorburu and Darren McColl, 2014. Copyright 2014 by John Wiley & Sons, Inc., Hoboken, NJ, USA.
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story is as releVant and powerFul as eVer. Stories are how we all make sense oF the world we must explore and redeFine the way we tell stories in this always-on tech-enaBled world. We must moVe Beyond Just telling stories and start creating worlds
Changing Behavior
Even though human psychology has changed little in the last century, we have all felt the profound impact made by social media as a force of influence in our society. Its not just quantity and the fact that most people now use social media; perhaps even more significant is the influence that these interactions are having on consumer decision-making. At the place where decisions were once linear retail environments we see the barriers between the virtual and physical worlds breaking down and experiences becoming multidimensional. The use and role of technology is transforming the instore shopping experience, changing consumer expectations and even the role of the store. Like social interaction, the future of retail and the way commerce is conducted in all businesses is being affected. These changes are paralleled by changes in what content we now expect and how we use and enjoy it. Online video consumption on both home and mobile devices is exploding. Brands like Netflix are challenging the traditional distribution model for entertainment programming. Like no other media, film has a powerful capacity to engage consumers. Though this has long been understood, in the face of media diversity the power of using film to tell and inspire stories is continuing to evolve. The role technology plays in all of our lives is having a profound impact on societal values. In some ways it connects; in others it isolates. Sometimes its a utility; other times its an indulgence. No matter how you dice it, for us it becomes a plate full of opportunity because technology constantly creates new possibilities and has changed the marketing, economic and most of all, the consumer landscape. Story is as relevant and powerful as ever. Stories are how we all make sense of the world and understand our roles within it. Its not likely this will ever change. So we must explore and redefine the way we tell stories in this always-on, tech-enabled world. We must move beyond just telling stories and start creating worlds that inspire consumer participation through shared values and shared experiences.
For more information about the Storyscaping approach, read our new book, Storyscaping: Stop Creating Ads, Start Creating Worlds, published by Wiley in April 2014 and available at storyscaping.com.