Storytizing

Storytizing is centered on how the marketing model (paid, earned, shared, owned) will flip on its head due to the birth of audience architecture. The combination of technology advance, analytics expertise and a need to improve outdated models is leading to a new way to identify, architect and then learn from the specific audiences you care about.

“As I lay out in detail through this book, we as marketing professionals must become experts at what we call ‘audience architecture,’ so we can align our message with our customers. We will become practitioners of a radically new form of message delivery—Storytizing—where we deploy a series of models and strategies that help craft, transmit and maintain a full brand narrative to customers anywhere, anytime.”

Bob Pearson

Storytizing

Bob Pearson

Bob Pearson

Vice Chair & Chief Innovation Officer, W2O Group

W2O Group is an umbrella company including a family of marketing and communications brands.

How Storytizing changes the game

Storytizing is centered on how the marketing model (paid, earned, shared, owned) will flip on its head due to the birth of audience architecture. The combination of technology advance, analytics expertise and a need to improve outdated models is leading to a new way to identify, architect and then learn from the specific audiences you care about.

"Storytizing makes a persuasive case why the current advertising model is broken (and why it cannot be fixed) as well as outlining what you need to do now as a marketer to take full advantage of the next wave of impactful marketing communication."

Kip Knight

President, U.S. Retail, H&R Block

"Bob’s practical insights in PreCommerce and Storytizing give me great hope for the evolution of modern marketing."

Manny Kostas

Global Head of Platforms and Technology for HP’s print business

"We long understood the critical role of the 1% who created the content we all read. They would influence the 9%, who in turn would share, shape and extend the message and the market. But how that effect would spread to the 9%—and from there to the 90% —the lurk-and-learn consumers —was always more of a mystery. A message still moves in mysterious ways, but we can plainly see the twist in the model. Today, the 9% carry the biggest megaphone. The 5 targeted personas become a figment of our quaint, past imagination."

Bob Pearson

Storytizing

Podcast on Storytizing

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The Future of Digital Marketing

Mitch Joel and Bob Pearson discuss digital marketing trends.