What Next? Storytelling in the Digital Age and the Speed of the Startup
Dec 14, 2024
Scott Donaton, Chief Marketing and Content Officer at Versus Game, is a brand storytelling expert with a rich background at Hulu and Digitas. He discusses how AI-driven engagement can revolutionize media, arguing for the need to embrace new technologies to stay relevant. Donaton emphasizes the agility of startups compared to large corporations and the importance of meaningful audience engagement rather than just subscriber growth. He also highlights the necessity of rethinking business models in the AI era to foster genuine connections and sustainable growth.
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Acquisition vs. Engagement
- The media industry shifted from prioritizing audience acquisition at all costs to engagement and retention.
- This change is driven by the realization that acquiring users is expensive and doesn't guarantee profitability.
Brand and Performance
- Brand building and performance marketing are not mutually exclusive; they work together.
- Brand creates demand, performance captures it; neglecting brand reduces demand, making capture harder.
Brands as Promises
- Brands are essentially promises, and trust is built by consistently delivering on those promises.
- Aligning product experience with brand messaging is crucial for building trust and deeper engagement.