It seems that the most compelling way a brand can market its message these days is through storytelling. Stories, of course, can be short or long, simple or complex -- but the best stories are those that engage consumers over time. A new eMarketer report,"Storytelling in Sequence: How Brands are Creating More Engaging Messaging," addresses storytelling from a key perspective: sequencing.
According to the author of the report, analyst Nicole Perrin, “The lines between content and advertising are blurrier than ever, thanks to the continued growth of native as well as the importance of paid channels for distributing marketing content." That means marketers are weaving together the use of unpaid and paid forms of promotion to tell engaging stories that take consumers on a journey. This journey is sequential, so the right information is delivered at the right time. Reports eMarketer, "This type of messaging allows marketers to take advantage of a range of formats and platforms to tell their story to consumers over time in a relevant—and respectful—way. Personalization and automation are at the heart of these efforts."
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