marketing researchThe article attempts to provide storytelling method of research, and also assesses the suitability of its use for marketing purposes. It presents research perspectives and types of stories and the research process based on this method. The advantages and disadvantages of n...
Over the years, in meetings with business owners, I’ve discovered many don’t consider storytelling to be an important part of their marketing and communication strategy. That is, they think it’s a nice idea, but would rather focus on analytics, conversions, and other elements of a success...
In addition to humanizing a brand, storytelling in marketing also has the power to create an emotional connection with consumers. Emotions play a significant role in consumer behavior, as people often make purchasing decisions based on how a product or service makes them feel. By telling a story...
Why storytelling should be a part of your brand marketing efforts Storytelling indeed has an important role to play in your marketing efforts. As you would craftilytell stories to make a business pitch land, you can use storytelling to introduce or reintroduce your brand, as Jordan did, to you...
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Lesson One: Begin with the End Game in Mind The bidding campaign was just the beginning. When Kim took on the Head of Marketing role at FIFA, they faced challenges from the start, with a two-year lead time to prepare and mobility issues due to COVID-19. This contrasts sharply with the...
The complexity of emotions is what makes storytelling so effective. Sure, we might feel happy from a story, but we also might feel amazement or trust too. Jonah Berger, a professor of marketing in the Universtity of Pennsylvania’s Wharton School, along with another fellow Penn professor,Kathe...
To help you tell better tales and connect with more customers, I’ve created the ultimate guide to storytelling in marketing and business. Pick up your pen, and let’s dive in. Chapters prev next What is storytelling? The Art of Storytelling Why do we ...
More and more large and small brands are engaging in a marketing activity called content marketing: the idea that storytelling is key to attract and retain customers. Content marketing expert Joe Pulizzi details the history of content marketing, the opportunities, and six differences that separate ...
Storytelling in marketing is also a managerial application ... Hsiu-Ping,Yueh,Yi-Lun,... - 《Frontiers in Psychology》 被引量: 0发表: 2019年 The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word-of-mouth intention This experimental study with a ...