The digital story: why storytelling is essential in online marketing | Goondiwindi Argus

The digital story: why storytelling is essential in online marketing

Contrary to popular belief, the world of digital marketing can be accompanied by as many right-brain processes as there are left-brain processes.

It’s not just metrics, spreadsheets, and follower counts. In fact, digital marketing has proven to be quite an attractive industry for many creative professionals, simply because there are a myriad of ways to express yourself across a variety of disciplines through the work produced by industry specialists. marketing.

This is precisely why digital marketing courses in Australia attract students from an increasing variety of different professional backgrounds and personal skills.

Fields like advertising, brand design, and even content marketing are known for using artistic principles, ranging from color composition, symbolism and patterns, and even – you guessed it – literary storytelling.

Of course, storytelling can seem a little left of center when compared to visual artistic principles, as these can be easily seen in the layout of websites or the design of advertisements, whereas story arcs can be less easily discernible in comparison.

So what role exactly do stories play in online marketing? This is exactly what we are going to explore today.

Build relationships with your customers

Stories are always what have united people or at least helped connect people who may find themselves separated by distance, culture or whatever other differentiations we can between ourselves and the communities around us.

The ability to understand and empathize with other human beings has been the elegantly simplistic solution to some of humanity’s most complex social problems.

It’s these heartwarming aspects of story building that make it such a powerful tool for building and showcasing brands online.

A brand that is able to establish a genuine and lasting connection with its customer base will likely retain more of that base than a brand that cannot or will not engage with its consumers on a more empathetic and human level.

A brand can establish multiple ways to build strong connections with its customer base, including expressing its organizational values, ethics or social principles, engaging in charitable work or implementing community enrichment programs, or sharing their own stories, memories and experiences. that may be relevant or relevant to their customer base.

A fantastic example here of a brand forging powerful bonds with a surprisingly large consumer base is when Coca Cola developed and installed interactive vending machines in India and Pakistan to facilitate peaceful and joyful times between the two conflicting but neighbours.

This campaign followed in the footsteps of many other Coke advertising campaigns that revolved around global unity, but the use of the particular context of real-life conflict demonstrated to Coke’s vast clientele that their carefree message of “world peace isn’t idealistic or remote from reality, but actually rooted in reality.

Capture the attention of the public online

Another fantastic benefit of rich, relevant stories is that they actually engage your target audience on a level that marketers simply won’t be able to reach when presenting eye-catching ads or largely static or one-dimensional web copy. .

The best and most memorable stories tend to consider story structure in their creation, which ensures that your presented story has a dynamic and familiar arc: a beginning, middle and end.

Engaging your audience with an immersive storytelling is not only an effective method of connecting with your consumers on an emotional level, but can also prove to be a fantastic way to facilitate your audience through the different phases of your campaign by line.

For example, a well-placed story can be what inspires your digital audience to jump from a video ad straight to your website, where they’ll be more and more likely to see your customer journey throughout.

The power of storytelling in TV advertising is by no means a secret, as the advertising industry awards accolades and professional recognition to advertisements that industry experts consider exceptional and highly influential both for other advertisers. than for the consumer.

But you don’t necessarily need to use visuals to deliver strong narratives to your target audience. In fact, online marketers can practice using story arcs in a wide variety of mediums, ranging from short video ads to blog posts or long-form news articles, as well as landing pages. which can be found on the other side of your social media and Google Ads.

Establish brand reputation

Last but not least, narrative storytelling in marketing has the potential to have such an immense impact on your consumers that the narratives you develop can in turn guide the future evolution or development of your business.

This is in truth the best outcome you can expect with increased profit margins, as a company that innately builds its own identity and image is far more likely to experience longevity than a brand that constantly has to revisit the drawing board whenever innovation planning is needed.

A good example here is Cadbury’s “glass and a half full of milk” imagery, a slogan that actually dates back nearly a hundred years now, to when they sold half a pound chocolate bars.

Nowadays, while Cadbury can no longer claim that every modern chocolate bar contains this specific amount of milk, the company still uses the image of a glass and a half full of milk as a highly memorable and recognizable aspect of its image. brand.

The image works in their favor for multiple reasons, some of which include the fact that it pays homage to the company’s long history, positions the company as readily transparent when it comes to the production of their candy, as well as cultivates an association between Cadbury chocolate and healthy ingredients.

Overall, Cadbury’s strong narrative is likely to maintain the brand’s strong reputation and position as a household name in the confectionery industry.

The most important thing to keep in mind when creating an online marketing strategy or even a content writing strategy is that the best stories aren’t stylized or perfectly structured.

They are simply authentic representations of your target audience’s own buying journey, from confusing beginnings to glorious and satisfying endings.

Maintaining an organic approach to your digital stories will naturally ensure that your message consistently aligns with consumer sentiment, positioning your brand not only as a highly reputable and informed voice, but also as an accessible voice.


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