Storytelling in Marketing

Klaus Solberg Söilen
Additional contact information
Klaus Solberg Söilen: Halmstad University

Chapter 15 in Digital Marketing, 2024, pp 187-198 from Springer

Abstract: Abstract The chapter discusses the importance of storytelling in marketing. It emphasizes that effective storytelling can create emotional connections, simplify complex ideas, and enhance brand credibility. The chapter highlights the power of storytelling to engage diverse audiences and foster brand loyalty. It outlines the history of storytelling in marketing, from Coca-Cola’s use of Santa Claus to the rise of digital storytelling with social media. Key elements of digital storytelling include having a clear point of view, engaging dramaturgy, emotional connections, and appropriate pacing. The process of creating a compelling story involves understanding the audience, crafting a core message, and using visuals effectively. It also discusses the potential use of fictional stories in marketing and the importance of authenticity and transparency. The chapter concludes with managerial takeaways for effectively using storytelling in marketing strategies.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-031-69518-6_15

Ordering information: This item can be ordered from
http://www.springer.com/9783031695186

DOI: 10.1007/978-3-031-69518-6_15

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().