Storytelling in marketing terms isn’t just about producing an advert with a narrative, it’s about telling the story of the ‘brand’ across multiple channels, and using various tools and methods to do so.
No matter what a brand sells, it seems that today it is engaged in the business of storytelling.
Storytelling in marketing is usually assumed to be driven by empathy and emotion rather than data and analysis.
Storytelling remains a key way for brands to engage an audience.
By creating a compelling narrative and conveying it across multiple channels, brands are able to bring to life a sense of purpose, and draw in consumers on a deeper level.
Storytelling is a popular marketing buzzword, and there are numerous examples demonstrating how brands that engage in storytelling derive value from the exercise.
Much of the discussion around the topic focuses on how brands tell stories at a strategic level, but according to a study conducted by Hill Holiday research division Origin, companies can profit from applying storytelling at a much more practical level too.
Did you know that the media franchise we all call Pokemon is 21-years-old?
Well the nineties favourite has just reinvigorated itself with the launch of Pokemon GO.
Healthcare marketing might not be one of the most obvious applications of augmented reality (AR) and virtual reality (VR) technology.
However a new GlaxoSmithKline (GSK) campaign shows the very real potential.
Times are tough for pharma marketers.
Their websites are offering up a poor UX, and the American Medical Association has called for a ban on direct-to-consumer ads that pitch prescription drugs and medical devices.
If you’re not already aware of the Shield 5 series on Instagram, go and watch it now.
To me it is a perfect example of just how ridiculously far we’ve come with social media since MySpace first became the next big thing all those years ago.
Not only that, but if people react positively to it I think we could see much more of this type of content on Instagram, and no doubt brands will want to get involved with their own series.
In November we covered the new National Trust website, a funky, responsive number with bold typography and brilliant imagery.
The Trust obviously has great brand equity because the post was very popular, even attracting some irked Trust members who felt the new site needed work.
So, we thought the digital journey of the National Trust warranted more investigation, and we caught up with Tom Barker, head of digital.
Here’s what he had to say.
I spent a couple of days in Cologne last week at Dmexco 2015, and one of the most interesting talks I attended was about storytelling.
With content marketing’s increasing importance over the last few years, brand storytelling has become a key part of many companies’ marketing strategies.