2. Traditional View of Digital Marketing
Story
Marketers
engage creative
and digital
agencies to
develop brand
stories told
through paid,
earned and
Brand owned media.
marketing management consultants
3. Lacks Technological Utility
But technology Story
provides
opportunities to
go beyond
communication
to engage people
by providing
usefulness or
‘utility’.
Brand
Utility
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4. Misses the Data Opportunity
Story Technology
allows marketers
to be able to
track behaviour
and collect data
to understand
the audience
more intimately.
Brand
Utility Data
marketing management consultants
5. Lets the audience tell brand stories
Rather than Story
marketers talking
about their
brand,
technology
allows the
audience to talk
and share their
brand experience
with others.
Brand
Utility Data
marketing management consultants
6. A Digital Technology View of Marketing
3. Audience tell and
Story share stories on
brand experience.
1. Brand uses audience
data to offer useful
experience.
Brand
Utility Data
2. Marketers collect
data on audience
behaviour.
marketing management consultants
7. Digital ideas can come from anywhere
Digital Agency Technology Agency
• Almost any agency has the • They operate across all aspects
ability to be a digital agency. of business technology.
• The focus is almost always • The focus is developing and
creating communication for the managing technology platforms
digital platform. across the business.
• They operate in developing • They operate in developing
storytelling on behalf of the utility, data and storytelling.
marketer and the brand.
• Comfortable working with
• Comfortable working with marketing and IT.
marketing only.
marketing management consultants
8. Utility, Data Storytelling
Utility
• This can be entertainment, gaming, experiences or a service.
• It can be a website, mobile app, social media app, podcast, blog, video post or
technology product.
• The important thing is that it engages the audience by providing usefulness.
Data
• There is data collection, data analysis and then insights and implementation –
this can inspire the development of utility.
• Technology can automate a customised user experience while learning about
their behaviour and preferences.
Storytelling
• This is consumer generated and shared through one of the social platforms such
as Facebook, Google +, Twitter, Pinterest, etc.
• It could be a blog post, podcast or video post.
• The important thing is they share a story about the brand and brand experience.
marketing management consultants
9. For more information contact…
@trinityp3 TrinityP3 Pty Ltd
Sydney
+612 8399 0922
www.trinityp3.com/blog/
Melbourne
+613 9682 6800
TrinityP3 Hong Kong
+852 3478 3982
Darren Woolley Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
marketing management consultants