‘Storytelling!’ It’s up there with ‘big data’ as a phrase that’s kind of annoying but has yet to be improved upon by a better alternative.
Ultimately shorthand phrases are necessary because they save time. I’ve been guilty in the past of going ludicrously around the block to avoid the phrase ‘big data’. I believe if you look back through my previous articles you will find far more instances of me saying “the massive volume of available data” rather than “big data”.
I realise now that this is stupid. Most digital marketers know what you mean when you use ‘big data’ so therefore just say it. The annoyance comes from when people either use it wrong or use it blindly, this is why buzzwords are so excruciating.
So how about ‘storytelling’ then? It’s not only a phrase we’ve all heard at conferences and meeting rooms for a number of years now, but it’s also one we’ve grasped from our earliest days.