“wonderful storytelling,” according to GE global creative director Andy Goldberg<\/a>. In other words, the old way of sexing up a page from a parts catalog and hoping it flies are long gone.<\/p>\nLike every other area of corporate communications, from PR to advertising, the social in social media is the leading influencer effecting the creative upgrade.<\/p>\n
finding new media outlets<\/h4>\n
For GE, that means taking advantage of previously untapped platforms like late night talk, boosting “Fallonventions” on the Jimmy Fallon Show to demonstrate the brand’s human side.<\/p>\n
Others describe the new approach as moving from data to gut, and doing what connects emotionally. United States Gypsum (USG), hardly a warm and fuzzy candidate for storytelling, did just that in their “It’s Your World” ad series.<\/p>\n
With user experience driving this new approach, the goal is to connect potential buyers using content that explains a brand’s product in an engaging and educational manner. How well that will work with traditional buyers used to making dollars and cents decisions based on bottom line performance will determine B-to-B creative in a way that could be hugely transformative.<\/p>\n
And if its proven effective in the long run over traditional methods, the need for involving creative direction that’s familiar with social media will be paramount.<\/p>\n","protected":false},"excerpt":{"rendered":"
Improve B-to-B With Creative Storytelling The January issue of Advertising Age takes a look at B-to-B marketing as brands continue to sort out what works and what doesn’t for industrial communications in the digitized age. The conclusion is that brands can’t rely any longer on a business marketing process that doesn’t address the issue of\u00a0 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[2,10],"tags":[462,463,127],"class_list":["post-2531","post","type-post","status-publish","format-standard","hentry","category-marketing-and-promotion","category-public-relations","tag-b-to-b","tag-creative-direction","tag-marketing"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pfUeo-EP","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/2531","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/comments?post=2531"}],"version-history":[{"count":12,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/2531\/revisions"}],"predecessor-version":[{"id":2655,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/2531\/revisions\/2655"}],"wp:attachment":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/media?parent=2531"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/categories?post=2531"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/tags?post=2531"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"b-to-b](\"https:\/\/i0.wp.com\/siebenthalercreative.com\/blog\/wp-content\/uploads\/2015\/01\/ad-age-b2b-human.png\")
<\/a><\/p>\n