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The Rise of Interactive Storytelling In Digital Marketing

With more businesses catching on to the importance and potential ROI of digital marketing, the Internet is being flooded with original content creation.

The competition is stiff for standing out and attracting consumer’s eyes and clicks. What used to a relatively easy thing to do is requiring more analytical research and in-depth creative processing for broadcasting a truly unique business branding. In order to move past consumer’s desensitization towards branded content, businesses have turned their attention to interactive storytelling for resonating with audiences.

Storytelling is one of the best ways to develop deeper connections and relationships with target audiences. Interactive videos, creative presentation, and personable stories draw in consumers faster than boring ads and paragraphs of sales copy. Visual storytelling grabs their attention before they have the option of clicking on something else. If you’re like us, when a video starts playing on Facebook, you can’t help but give it a quick glance, just to see what it’s all about.

Businesses worldwide harnessed the capabilities of interactive storytelling by the end of 2015. From a more interesting About page on the company website to branded video content that both entertains and educates, companies found many effective ways to be more personable and accessible to their audience. Old Spice set the stage several years earlier with a visually unique and humorous video campaign aimed to build awareness with a younger audience. The result:

According to Nielsen data provided by Old Spice, overall sales for Old Spice body-wash products are up 11 percent in the last 12 months; up 27 percent in the last six months; up 55 percent in the last three months; and in the last month, with two new TV spots and the online response videos, up a whopping 107 percent.

-Eleftheria Parpis, AdWeek

Interactive storytelling and content marketing give consumers intriguing and eye-catching control in perusing content. An inbound marketing trend sure to fully develop by the end of 2016, virtual storytelling taps into human’s innate desire to connect on a personal and communicative level with others. By granting consumer’s access to full business immersion, their curiosity is going to drive them forward to participate. Giving prospective consumers the ability to peruse your business capabilities and company history from a visually compelling and interactive standpoint is simply great marketing.

How well are you telling your company’s story?


About the Author

Jason McSweeney

Jason is the founder, Marketing Mastermind and lead content creator here at dream ink. His number one goal is helping businesses build their brand with creative, effective and memorable advertising.