In the world of digital marketing, one of the most powerful tools to captivate the audience and generate emotional connections with consumers is the storytelling. But, What exactly is it and how can it make a difference in a marketing strategy?
Storytelling is the art of telling stories, but applied to digital marketing, it involves transmitting persuasive messages through impactful narratives. Internationally recognized brands have used this technique to create lasting emotional bonds with their consumers. A notable example is that of a soft drink brand, whose advertisement “Open Happiness” uses emotional and personal stories to evoke feelings of happiness and unity.
However, there are also bad examples of storytelling that fail to connect with the audience. A national brand that has received criticism in this regard is dove, a personal care products company that launched a campaign in which it tried to promote a deodorant that lightened blemishes on the skin. However, the lack of human touch and empathy unleashed a storytelling that not only generated a lot of controversy but also caused the brand to have to publicly apologize since in the advertisement a black woman turned white after washing with soap. the brand:
One of the most common mistakes in storytelling is the lack of consistency between the story and the brand’s values. When the narrative does not reflect the essence of the company, consumers perceive inconsistency and distrust. Another mistake is excessive promotion of products or services without providing a solid narrative context. This can result in an emotional disconnection and loss of interest on the part of the target audience.
On the other hand, the benefits of a good storytelling They are numerous. A well-constructed story can awaken emotions, generate empathy and increase brand awareness. Furthermore, storytelling allows companies to differentiate themselves from the competition, since authentic and Relevant products capture consumers’ attention in a world saturated with information.
It is important to keep in mind that not everything that is sold as storytelling it really is. Some brands may use superficial elements without narrative depth to appear as if they are telling a story. True storytelling requires a genuine connection with the audience and the ability to convey messages in a memorable and emotional way.
What are the essential elements to stand out in storytelling?
First, a compelling story must have a protagonist that consumers can relate to and empathize with. It is also crucial to establish a conflict or challenge that captures the audience’s interest and generates narrative tension. Additionally, language and tone appropriate to the target audience must be used, thus creating a personalized and relevant experience.
It is important to mention the difference between storytelling and storydoing. While storytelling focuses on telling persuasive stories, storydoing implies that the brand acts in coherence with the narrative it promotes. When a company backs its stories with concrete and authentic actions, it manages to build an even stronger identity and generates trust in consumers. Returning to the case of the soft drink brand, the brand took its “Open Happiness” campaign to real life and activated a screen in a shopping center that brought Christmas packaging to consumers during the holiday season:
According to a study carried out by the University of César Vallejos in Peru, 82% of consumers consider brands that practice storydoing to be more trustworthy and credible.. This study also revealed that 75% of consumers are willing to pay more for products and services from brands that back their stories with concrete actions.
Thus, to have a successful marketing strategy it is essential to consider the Storytelling and understand that if we manage to answer these four questions: what story do I want to tell?; What emotions do I want to convey? What problem do I have and how do I solve it? and what action do I want my audience to take? Our plan will be a success.
Founder of THE B. DNA
Source: Ambito
David William is a talented author who has made a name for himself in the world of writing. He is a professional author who writes on a wide range of topics, from general interest to opinion news. David is currently working as a writer at 24 hours worlds where he brings his unique perspective and in-depth research to his articles, making them both informative and engaging.
