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Human mind wired for marketing through storytelling, says Forrester analyst

NEW YORK ? An analyst from Forrester Research at the company's Forum for Marketing Leaders stressed the importance of storytelling in mobile content and described key methods for success, including for business-to-business brands. 

Business-to-business brands should not shy away from multi-chapter and long-form content especially the mobile space. Sharing video advertisements that connect to the consumer?s experience and tells a story over time can be really valuable to these brands during a time when it is needed most. 

"Decision making is not rational and it is not rational in business-to-business either," said Laura Ramos, vice president and principal analyst at Forrester Research, San Francisco. "You wouldn't know that from looking at content because in B2B, you think if you put all the facts out there of course consumers will make the right choice."

"In our research at Forrester we find that 50 percent of B2B and technology decision makers want more from us as marketers and more from us as business partners," she said. "They want us to understand their business, their industry what is going on for them at a much deeper level."

Currently business-to-business brand marketing attempts at engagement are fairly unsuccessful and engagement is key to a successful campaign. A recent study from Forrester Research showed that 26 out of 30 business-to-business brand Web sites failed to engage its consumer. 

Programming our brain
Consumers' brains are programmed to connect more with stories and retain information more through narration. Feelings and ideas can be empathized through narration, which can be a significant tool for brands and marketers. 

A brand that accesses human emotion through marketing will make a consumer more likely to be loyal, especially if the content incorporates her problems with a solution. The solution is the product, of course. 

Mobile is a highly personal platform so personalizing mobile content and advertisements for the brands specific consumer is key.

Intel from consumers
For instance Intel has created the video campaign ?If Cables Were People? to demonstrate common problems that the everyday person and office worker deals with in technology. Each video showcases a different common issue that many consumers can relate to, demonstrated with a person acting out the problem instead of a cable. 

The video pulls consumers in with relatable, frustrating troubles but in a humorous way that keeps them engaged. The advertisement then offers a solution to this and that solution is Intel.

The content is a traditional video advertisement but Intel has shared it on YouTube and other social media outlets. Interested users can click on the link that pops up directly in the video, taking consumers to shop theses products. 

Intel?s campaign is also important because it is implanting the usual problem-solution content but in a unique way, really catching the attention of the consumer. 

The consumer is the most important aspect of a business so when it comes to marketing and mobile, it is key to always keep her in mind and put her first. 

"You all have great content, in some point inside your company, you know what works," Ms. Ramos said. "Start with that as the basis and figure out how to take that and turn it into multiple pieces, whether it is a graphic, a blogpost or tweets, and get those ideas out there. 

"Think about how to tell the story in multiple parts," she said. "Repurposing stuff that works into story format in multiple pieces is one way to get started.

"Also, put your customers front and center. They are the actors on the stage, not you, not your products, not your services, customers are what matters."

Final Take
Brielle Jaekel is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York