Developing a compelling story for customers to dive into is an increasingly important element for successful campaigns. In this clip, Jenny Leahy talks with Jo Lyall of Mindshare on what these sticky stories look like and how they align with the customer purchasing path.

Jo encourages clients to be experimental and constantly try new technologies to see not only what will work, but what will help tell the story. Integrating these pieces in the narrative can help string together the central message of a campaign across platforms.  Mobile, for example, lets Lyall's team “take a story from one place to another and to keep it flowing.” This is important, she explains, because consumers in today's fragmented market are likely to have a hard time translating what a brand is trying to say.  As audiences become more dependent on the internet during their journey from brand awareness to advocacy, innovations centered around Bing have become of great interest to Jo and the Mindshare team when they plan media. “I think now the way a consumer is purchasing something is becoming much more heavily reliant on the internet; the information that they’re finding there… it’s very interesting to see how a consumer will be not only using their own information and ideas, but also being able to bring what their friends think about that straight into that search process.”

Learn more about how Jo and her team develop stories on the Mindshare site and find inspiration for your next campaign from our other AdVision videos.

Stay curious!

Shelby Healy – Microsoft Advertising Community