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Storytelling in Marketing

In: Digital Marketing

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  • Klaus Solberg Söilen

    (Halmstad University)

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.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "Storytelling in Marketing," Springer Texts in Business and Economics, in: Digital Marketing, chapter 15, pages 187-198, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_15
    DOI: 10.1007/978-3-031-69518-6_15
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