Welcome back to this wonderful world of marketing. Today’s post we will first talk about the meaning. Of Storytelling and secondly we will. integrat into our digital environment. Giving way to what we know as Transmedia communication. Moving from storytelling to transmedia. All of this supported real examples that make reading more enjoyable and so that the concepts are well defin.
Way of communicating a very powerful
Marketing tool, as long as we manage to transmit feelings and emotions to our audience.
Customers are no longer simply looking for the usefulness of a product; today they go further and choose those in which the fact of feeling emotion and identifying with a certain brand are values that are increasingly taken into account by the “citizen”.
Storytelling has become popular in marketing as a tool to connect with audiences, break away from the traditional and cold way of talking about business, and achieve greater empathy with potential customers.
The internet several definitions
I leave you some of the ones I found onand which seemed most appropriate to me.
“It is the art of telling a story using sensorial language presented in such a way that it conveys to the listeners the ability to internalize, understand and create personal meaning from it”
Telling a story, creating and taking
Advantage of a magical atmosphere through the narrative”
The word Storytelling means “storyteller” in Spanish, and that is what we are going to face, we simply have to find a topic on which to focus a story and develop it, we must create a good positive story, which triggers emotions and inspires our clients or followers to invest in our story, this story has to transmit the values of the brand, its virtues and its human side, in order to connect more closely with its audience, that will make your clients never want a world without you.
For a brand to develop its own storytelling
An element that triggers emotion in your audience.
A language based on emotions.
The virtues that you have as a brand, those that make you different from the rest.
Something positive brings value to your audience
The hook to make your audience fall in love with you to the point that they prefer you over the rest of your competing brands .
Below is a video created by the prestigious McCANN agency, leader in Spain in marketing consulting and communication strategies, where a work done for IKEA, manages to convey through Storytelling, the intention of inspiring its audience to change their attitude for a certain cause.
The advantages of carrying out this appropriate Storytelling action are the following:
Generate trust : A story
not only tells a reality in a different way, it shows a different side and reveals unknown aspects.
Easy to remember : A story manages to capture a sequence and flow of events, which makes it easy to remember.
Easy to tell : Because they are easy to remember, they are easy to transmit. Stories are shared, generating word of mouth.
Provides context to data : A good story helps you influence how people
We love stories : We love a good story
Never tire of hearing them over and over again. They make the complex simple and give a different dimension to everyday life.
They create greater connection : They create a deep, emotional connection, unlike all the other functional and performance arguments you may be giving your prospect.
Appeal to the emotional side: We all have a heart and a story makes us more human and approachable. It transforms the cold image of an anonymous company into people you can trust.
Transmedia
To begin, we could analyze the word itself, an adjective formed by the preposition “trans-” ( through, moving from one side to another ) and the noun “media” ( set of communication media. Support, channel, platform ).
In recent years, a phenomenon has been developing in the world of communication, thanks to the ease with which new technologies allow to link media in a Storytelling capable of being fragmented and divided into different media, brands detected that Transmedia campaigns could become a powerful communication tool with their public and that it was easily capable of generating Engagement , it could even be related to other marketing phenomena such as Gamification and Inbound marketing , Transmedia will soon be a common way of orchestrating brand communications.
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We can find different definitions such as
“ Type of story where the story unfolds through multiple media and communication platforms, and in which a portion of consumers assume an active role in this expansion process”
Narrative process on
The intentional fragmentation of content and its dissemination through multiple platforms, media and channels (offline and online), so that each medium tells a specific and complementary part of the story”
In this way, absolute understanding and in-depth knowledge of the narrative are obtained when the multiple platforms, media and channels are explored, and it is also a p
Below is a video created by the global agency Draftfcb that tells in a very practical and visual way what is meant by the concept of Transmedia communication.
Ultimately, in Transmedia communication
Viewers are not passive, nor is there a single content, it is not a simple way of telling a story through multiple platforms, this goes further and is about developing a strategy, the intention of which is to generate an experience for the user, giving them prominence and leading them to action, with complicity and freedom to act or integrate into the narrative, basic pillars of Engagement .
Technology, social networks and movements such as Gamification , social TV or the widespread use of the second screen, that is, watching TV while chatting on Twitter, have contributed to enriching the discourse and facilitating the construction of Transmedia strategies .
Conclusions from Storytelling to Transmedia
By combining these two concepts, we can, on the one hand, thanks to Storytelling, reach the hearts how to earn more passive income from your online courses of our users and be able to excite them in a different way, and on the other hand, thanks to Transmedia communication , be more effective in spreading the message and achieving interaction with our audience.
These are two different concepts
Must go hand in hand and be supported by strategic planning to agb directory achieve better results. So let’s start thinking about what story we want to tell, adding. The necessary dose of creativity and seeing media. The most appropriate for interacting with our audience.
