Book description
How to use powerful tools to engage customers with your brand
Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers. This book describes a powerful new approach to advertising and marketing for the digital age that involves using stories to design emotional and transactional experiences for customers, both online and offline. Each connection inspires engagement with another, so the brand becomes part of the customer's story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand's purpose, understand the emotional desires of your consumers, and more.
Shows how to map how the consumer engages with the category and product/service
Explains how to develop an organizing idea and creative plan for an immersive storyscape experience
Defines the role of marketing channels around the organizing idea
Establishes how technology can be applied to the experience
Learn how to measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand. www.storyscaping.com
Product information
- Title: Storyscaping: Stop Creating Ads, Start Creating Worlds
- Author(s):
- Release date: April 2014
- Publisher(s): Wiley
- ISBN: 9781118823286
You might also like
book
Transform Customer Experience
Your customers are your future. Smartphones, social media and the internet have given customers access to …
book
The Lean Product Playbook: How to Innovate with Minimum Viable Products and Rapid Customer Feedback
The missing manual on how to apply Lean Startup to build products that customers love The …
book
Infographics: The Power of Visual Storytelling
Transform your marketing efforts through the power of visual content In today's fast-paced environment, you must …
book
Storytelling with Data: A Data Visualization Guide for Business Professionals
Don't simply show your data—tell a story with it! Storytelling with Data teaches you the fundamentals …