REACH Marketing Magazine - September/October 2017

INSIGHTS
Technology might change
what I call ‘think jobs’ and
the ‘do jobs,’ but the ‘feel
jobs’ of building emotional
connection and storytelling are the
jobs of tomorrow that technology
cannot change. Storytelling
becomes that powerful weapon
for every marketer to go master
and become effective at.”
– Chandar Pattabhiram, CMO of Marketo, on why
storytelling will be an even greater asset moving forward
WORKS
OF ART
If every picture tells a story,
some of today’s retail brands
are spinning some captivating
yarns of late. Thanks to
a 23 percent increase in
response rates, the print
catalog is making a comeback,
according to Data & Marketing
Association’s “2017 DMA
Statistical Fact Book.” The
increase comes on the heels
of recent announcements
from retailers like Bonobos
and Tommy Bahama, who say
that they are rolling out print
catalogs that resemble
high-end art books.
92
That’s the percentage of
respondents who say that
their organization views
their content as a business
asset, according to data
from a Content Marketing
Institute (CMI) “Content
Management & Strategy
Survey.” The report also
shows that 69 percent
have some system in place
to scale their content.
WORD POWER PLAY
What you say matters. Don’t think so? According to
Edelman’s “How Thought Leadership Impacts B2B
Demand Generation” report, 63 percent of decisionmakers
say that thought leadership is one of the best
ways to gauge what a brand is likely to deliver. Note
that 45 percent
say that thought
leadership
has directly
led them to
decide to do
business with a
company. And
beyond driving
awareness,
being a thought leader is generating business
opportunities. The report shows that 42 percent
of creators who publish thought leadership believe
it delivers more requests for proposal (RFP)
opportunities. The survey queried more than 1,300
U.S. business decision-makers.
10 REACH MAGAZINE SEPTEMBER/OCTOBER 2017