Some stories are meant to be shared. They elicit strong emotional responses like fear, excitement, hope, inspiration. Powerful stories reward the dessicated soul and lead a mind to wonder… Stories can be a journey that brand can endeavor to create and encourage/entice consumers to embark upon. When the consumer outpaces the brand to assume the lead, has the story gone viral?
There’s a story to be told by your brand, and you’re inviting me into the dialogue with your Web content. You want to share, not shout. There can be an implied level of friendship in Web content that can’t easily be crafted in other media. Use the Web content to strike and maintain a level of intimacy that can endure.
With the right preparation, ingredients, and planning, executing a SEM campaign should result in demonstrable achievement of ROI success.
