Storytelling for Startups and Relevance Minded Marketers

By Inspiringly

Inspiringly selects for you the top six weekly stories in the field of content strategy, content marketing and branding.

Marketers should switch from loyalty incentives to relevance marketing where brands communicate differently with their customers.

Conversational interfaces are the future of e-commerce but also of any online service that looks well ahead in the future.

Startups and B2B online services should avoid using too nerdy language communicating their brand message. If you cannot explain what you do in plain English, how do you attract investors and big potential customers.

Also, algorithms that power corporate and social news and profiles are bad for researchers and the general audience alike.

We are to witness 'false' news for a while and that is why trust in media is at record low.

Businesses suffer from the fake news trend as they are unable to spread an authentic message and connect with their audiences that are becoming increasingly skeptical toward online content.

Brands need to find ways to re-connect with their customers as 42 percent of Americans say brands and companies have been more truthful two decades ago.

Dave Kerpen , CEO of Likeable Local, gives insights how brands can revert to being genuine once again in an article on Inc.com.

USA Today Network is to launch its first augmented reality app. The app, named 321 Launch, will use AR technology to show launches from SpaceX's Falcon 9 and the United Launch Alliance's Atlas V rockets.

The app has some predictive capabilities and will offer sponsored content in the future.

It is the next big media player to enter the AR tech space since USA Today Network operates 100 Gannett-owned publications including USA Today. The full report is on the pages of Ad Age.

Our interactions with technology are increasingly conversational as more and more smart devices hit the market.

The emergence of voice as a major new channel is inevitable as consumer look for more streamlined communications with every sort of a machine.

Your brand needs to adopt a voice search and voice interactions strategy to stay ahead of competitors,

Read an analysis by  John Hernandez on the website of Venturebeat.

The golden area of the “loyalty” in marketing is fading. Consumers do not keep buying the same things from you because of the right incentives.

A new consumer research reveals that 71% of consumers claim that loyalty incentive-programs don’t make them loyal at all. People are increasingly buying because of a brand’s relevance to their needs in the moment.

Brands need to redefine their relevance to stay competitive in the digital era of controlled customer experience, say John Zealley, Robert Wollan and Joshua Bellin in an article on the Harvard Business Review website.

Examining algorithms applied by news media organizations and social networks requires the creation of your own algorithm.

You can spend months just writing the code required to gather any data at all about the objects of your inquiry. Hence, only individuals and organizations with sufficient computer-science skills can study the computer programs that play an ever-growing role in society.

Given that algorithms now play increasing role in fields as varied as commerce, politics, economics, justice and many other fields, one should be aware that the current ecosystem of machine algorithms is bad for research and for the public.

Read the full story in the Science and Technology section of The Economist.

A very innovative of a very specialized tech company is able to talk easily to its customers and nerdy CIOs at trade shows.

But what happens when they raise a Series C or D round of financing and actually need to reach a broader audience?

You need to develop a story you can communicate to big potential business partners, potential acquirers, public investors or high-level business reporters.

Rebecca Buckman shares her experience covering emerging IT business for The Wall Street Journal and Forbes. The full article is published on TechCrunch.

Like this article? We can help you create valuable content to enhance your online presence.