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THE MARKETING CORNER
Communicating your Brand Effectively: The Power of Storytelling Marketing Ilaria Paolomelo Eos Mktg&Communication Srl
info@eosmarketing.it
Storytelling is one of the main marketing tools through which successfully communicating with our target audience: telling stories that convey the values of a company, that are able to engage and arouse emotions is essential to strengthen the relationship between a brand and consumers.
S
torytelling is generally defined as the art of communicating by telling
In marketing, this activity is called storytelling marketing and today,
stories – engaging and meaningful stories capable of capturing the
it represents one of the most important tools to communicate
attention of our audience, of stimulating consumers imagination and
successfully with our target audience. In the words of Seth Godin,
appealing to their emotions.
“Marketing is no longer about the stuff you make, but the stories you
More precisely, the storytelling technique allows us to set up a
tell”.
persuasive story capable of creating an emotional and empathic
The rise of digital media has profoundly changed the world of
connection between the recipient of the story and the narrator, namely
marketing. On the one hand, it has offered companies greater
the brand itself.
opportunities to reach consumers; on the other hand, it has
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