Commercials aren’t storytelling. Whether in the form of words, images, or video your advertisements are simply assets developed to show the best version of your business or tell the scripted elevator speech told hundreds of times before. More often than not these tell the who, what, when, and where, but also the “how much.” These advertisements are crafted for the actions they drive, not for the story they tell. You measure their success in the clicks, conversions, or inventory number.

Commercials come easy. Stories make you work for it.

When a story is told well, it’s clear to the audience that the purpose was to inform, entertain, or give. All the best stories generate visceral responses in sentiment, the least measurable element of a campaign. What marketers call “content strategy” really means “managing emotions,” and that doesn’t always show up in Google Analytics.

INDUSTRY INSIGHTS

Blog Posts

What is a Facebook Pixel and Why Do You Need One?


You’ve heard of Facebook pixels, and you may have read they’re important, but are they really necessary for your campaign?

Content Marketing Pillars


Content marketing is not creating a one-off advertorial promoting your latest sale. That’s great if customers buy your product or service after engaging a piece…

Ethos, Pathos & Logos: How a 2,400-Year-Old Concept Still Shapes Marketing Today


While tactics and tools can be interchangeable between the modes, the one thing that is and always will be a constant is understanding your audience…

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