08 Dec 2023
Storytelling for eCommerce Brands: what would Hemingway say to a marketer?
)
In this session at eCommerce Expo, Gaston Tourn, Chief Marketing Officer at Curio, delved into the realm of storytelling, drawing inspiration from none other than the literary giant, Ernest Hemingway. Tourn, with a rich background working with brands like YouTube, Emma, and Curio, shared invaluable insights to elevate the storytelling prowess of eCommerce marketers.
🎙 Listen to the Full Session:
Session Highlights:
- Navigating Crisis with Fiction Techniques: Tourn's journey began with the task of revitalizing YouTube's narrative during a crisis in 2014. To breathe life into the platform's story, he turned to the techniques found in fiction writing.
- Divergence from Static Narratives: Recognizing the disparity between business storytelling and fiction, Tourn emphasized the need for dynamic narratives, steering away from static diagrams and embracing change and conflict akin to dramatic arcs in novels.
- Immediate Engagement: Channeling the essence of great fiction, Tourn underscored the importance of gripping openings. Whether in advertising copy, retail displays, or storytelling, capturing attention from the outset is paramount.
- Embracing Conflict for Resonance: Tourn highlighted the narrative impact of introducing conflict or antagonists in stories, illustrating with examples such as Bumble's powerful response to a sexist user.
- The Power of Unvarnished Truth: Taking a page from Hemingway's playbook, Tourn showcased bold campaigns from Volkswagen, KFC, and Netflix, revealing unfiltered truths to foster consumer trust.
- Bringing Purpose to Life: Applying fiction writing tactics, Tourn crafted a compelling brand video for YouTube, focusing on the platform's unique purpose of connecting people.
As eCommerce brands seek to stand out in a crowded digital landscape, the wisdom distilled from Hemingway's storytelling legacy offers a blueprint for creating narratives that resonate, captivate, and leave a lasting imprint on consumers.
Latest News
-
)
Meet Robert Manning, Head of Direct to Consumer & eCommerce at Biotiful, who's spearheading the launch of ambient products through DTC channel in the rapidly growing gut health market. -
)
In a recent conference session, Andrew Ostcliffe, Oxfam's Head of eCommerce & Retail Innovation, shared key strategies for managing rapid eCommerce growth while integrating with physical store offerin ... -
)
In this conference Helen Slaven, Chief Revenue Officer at Poq, and Jennifer North, Head of Digital Experience at Hobbycraft, shared valuable insights into the pivotal role of mobile apps in driving cu ... -
)
2024 started off badly for eCommerce sales in the UK and it looked like demand might actually be getting even more suppressed; a real blow to a market that has seen 35 consecutive months of negative m ... -
)
If you haven’t started your entries already to the eCommerce Awards there is still plenty of time to start your winning journey… -
)
Recognising excellence in the world of eCommerce the ceremony will take place after day one of eCommerce Expo. -
)
Explore Martin's journey into AI, and discover his insights on integrating AI into business operations and how can AI enhance creativity. -
)
Learn eCommerce success essentials from Chloë Thomas: adapt, profit, engage. Test and innovate to thrive in today's competitive market. -
)
As I mentioned in a previous article, eCommerce is going through a tough period at the moment. Following the huge growth online during the lockdowns, it has fallen away consistently as we’ve entered a ... -
)
Discover essential insights into eCommerce talent sourcing trends with Andy Davies, from Vertical Advantage. Learn about salary shifts, leadership gaps, and strategies for sustainable growth. -
)
IMRG’s recent session highlighted key insights for eCommerce growth: 🎧 Listen to the Full Session In This Session: eCommerce Downturn: 2022 saw negative growth in the UK's eCommerce sector, largel ... -
)
Learn how to go composable with Lampoo, luxury second-hand fashion retailer. -
)
With trading conditions proving to be very difficult over the past few years, it was perhaps a surprise that peak trading fell in line with forecasts for online retail. -
)
Discover key insights with Paul Walsh, Founder of All Things Amazon. -
)
Meet Paul Kirby, Trustpilot's Enterprise Customer Success Manager, sharing his journey from media advertising to guiding eCommerce leaders through reviews. -
)
IMRG reveal industry customer acquisition rates, how long customers should be staying with you, and if you’re spending too much to acquire new customers. This session uses IMRG’s unique market dataset ... -
)
Meet Manuel, the Director of Client Strategy at Bloomreach. -
)
Brands that succeed in 2024 are likely to be those that connect brand and customer experiences seamlessly, digitally and physically in everyday life: at home, in play, in retail, and more. Faced with ... -
)
A pretty good Christmas for retailers, but… For many retailers selling in the UK market, the past few years have been notable for a clear dip in customer demand; the economic downturn has been reflec ... -
)
What does it take to gain 1 million active mobile app users monthly? How do you reach the ability to deploy any applications or API changes worldwide in 5 minutes or less? Well, Formidable’s Director ... -
)
Discover the secrets behind Pandora's colossal success as the world's largest jewellery brand in a session titled "How Product Information Management Powers Pandora's Global Retail Growth." The world’ ... -
)
Explore the dynamic landscape of Cross-Border eCommerce and its role in unlocking global growth. This expert panel discusses key strategies, technologies, and trends, offering valuable insights for bu ... -
)
Moonpig's Director of New Markets & Ventures, Alexander Toft, shared invaluable insights during the conference session on "Taking an established brand to new markets." Here are the key takeaways: Star ... -
)
The Livestreaming eCommerce market in China is forecast to reach 700bn RMB (£80bn) in 2023, roughly equivalent to the entire eCommerce market of South Korea. Chinese consumers show an increasing appet ... -
)
Discover key insights with experts from Propeller, Boots Media Group, Microsoft and NielsenIQ -
)
Henry is a fixture in millions of homes in the UK, and part of their success can be attributed to the hyper-focused view on their customers’ experience and loyalty. -
)
A checklist for improving your key KPIs with Composable commerce while avoiding the most common pitfalls - drawing from practical experience from Lars Petersen, CEO of Uniform, Tomas A. Krag and Malgo ... -
)
In today's highly competitive world, where customers have numerous options and heightened expectations, retailers face the challenge of fostering mutually valuable and long-term relationship with thei ... -
)
In this session, uncover how Sitecore Commerce breaks away from the one-size-fits-all approach, empowering brands with unique products to maintain their distinctiveness and deliver unmatched customer ... -
)
Explore the aftermath of Black Friday 2023 with Andy Mulcahy's analysis.
)
)
){kind=logo}
)
){kind=logo}
){kind=logo}
.png/fit-in/500x500/filters:no_upscale())
){kind=logo}
)
)
){kind=logo}