CHICAGO — Storytelling and data can go hand in hand in digital marketing, so long as marketers keep searching for insights in real time, says Danny Huynh, SVP and Group Director at Havas, in an interview with Beet.TV.
“You have the ability to story tell based on data at hand. You use data as you are doing resesrch for helping create the story, then once it’s in place, you can mine for more infortmation. It’s a journey and a process, and something marketers need to do more of,” he says. The digital medium affords opportunities for marketers to test messages with different audiences and to target in precise ways, he adds.
For instance, a Havas client like Dish can use data to try to connect with consumers that are ready to change pay-TV providers. “We look for the right triggers to deliver the message to them,” he says.
For more insight on the interplay between data, digital and storytelling, check out this video. Huynh was interviewed by Paul Kontonis, CMO of Collective Digital Studio, at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.