Abstract:
This podcast addresses the topic of storytelling in digital marketing. We briefly discuss the evolution of storytelling, it’s importance in the current digital marketing scenario and at the end, some tips to craft effective digital marketing communications have been offered.
A full transcript of the podcast is available below.
The marketing landscape is changing rapidly with the advent of new technologies. There are more ways for a brand to engage a consumer than ever. The days of conveying a sales message is long gone. It is the time of storytelling. Technology fascinates people but consumers want to be engaged beyond that. They will interact and buy into a brand only if they have a sentimental bond with it. Strong stories evoke and strengthen sentimental bonds. This is where transmedia storytelling plays a vital role.
What is Transmedia Storytelling?
As Henry Jenkins describes it, transmedia storytelling is narrating a single story across multiple digital platforms. Creating an experience that engages consumers across various media channels is a key element of transmedia storytelling. The narrative should remain the same but the content can be tailored to suit each channel. Some elements of transmedia storytelling are:
What is native advertising?
Native advertising refers to a range of digital marketing formats that are non-disruptive and appear in-stream to enable better user experience. Relevant, interesting, and educational content is blended with the content on a particular platform. The narrative usually takes a storytelling format and not a sales-advertisement format. The platform on which the content is published can either be a third-party platform on which space is bought or it can be an in-house platform.
Native advertising is also referred to as sponsored content, content marketing, recommended content, suggested content, advertisement, sponsored post, sponsored tweet, paid for content, and advertorials.
Stories are integral to human culture. We have always needed stories to communicate and feel connected. Good stories become part of our lives and our culture. Most popular brands have a compelling story. But things are changing now. We have never had so many channels to follow-up our story with and today consumers look for deeper more engaging experiences.
Constructing a strong brand narrative that resonates the values of the brand is the crux of a brand story. Brand stories typically fall under 7 archetypal plots: Overcoming the monster, rebirth, quest, journey & return, rags to riches, tragedy, and comedy. All the plots have one underlying thread, the brand as a hero and its quest for adventure.
the branded storyteller 