Gone are the days of good billboard ads getting consumers into stores—now, it’s all about storytelling.
Attention is worth more than it ever has been, and the best way to get consumers’ attention today is to give them a great story, said Bob Bejan, general manager of communication strategy at Microsoft, speaking in a keynote at the Textile Exchange Sustainability Conference Wednesday.
Calling it the fourth industrial revolution, Bejan said the way the world communicates has changed entirely with the advent of Internet and social media and as such, advertising now needs to be a conversation.
Read more at Sourcing Journal.
