We all live in an era where brands are becoming more and more powerful. They have the ability to shape our lives, create culture, set trends and even dictate what we wear. Nowadays it is no longer enough for a company to just make good products; they also need to be able to communicate their brand vision well.
Digital storytelling and hybrid events have become an integral part of marketing. Consumers are no longer simply addressed, but are actively involved in the story, thanks to the use of digital storytelling by brands. Digital storytelling not only offers companies a way to reach consumers in ways never before possible, but it also gives customers a voice.
Marketers have identified four different storytelling types that can be used for marketing purposes:
Classic storytelling is the oldest form of storytelling and revolves around an authority telling a story to an audience. This format has been used by marketers for years, but it tends to fall on deaf ears. In addition, this form of storytelling does not involve the customer in any way, making it less effective than the type of storytelling used today
Interactive storytelling is a middle ground between classic storytelling and immersive storytelling experiences. With this form of storytelling, customers can have a say in the story of the brand. It offers marketers an opportunity to engage consumers with their brand, while still having the ability to deliver the core message. Interactive storytelling is effective when used appropriately, but can also backfire if not promoted or executed properly.
Episodic storytelling consists of publishing a series of stories over time. Multiple companies use this way of storytelling by publishing one story at a time. This kind of storytelling allows marketers to build brand awareness over time, but it doesn’t allow them to directly engage their audience in the story.
Immersive storytelling experiences
Immersive storytelling experiences are similar to interactive storytelling in that customers play an active role in the story. However, immersive stories take this a step further and allow customers to really be part of the story.
Of all these types, interactive storytelling is arguably the most powerful, as it allows customers to take ownership of the story and help shape the brand’s direction, while involving other potential customers in the story. Therefore, immersive brand experiences using digital storytelling will become increasingly important for companies over time.
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