What role does technology play in brand storytelling?
Interactive technology helps to improve the engagement, for example digital omni channel making narrative more authentic and focus on persons. One example is Spotify creating micro-site based on data on how music was listened in college and university. The 2017 "how students listen" campaign, https://insights.spotify.com/us/2014/09/16/how-students-listen/
Technology does play a pivotal in brand story telling! Technology doesn’t just give people a new way of doing things, it augment the impact of the story behind the brand and allows people to explore more; it gives people a new way of thinking. The biggest impact of technology is the change it creates in people’s perceptions. It is true that technology expands access, speed and productivity, but technology has much more far-reaching effects.
Successful marketing are those that are able to builds emotional resonance with their audience. Technology allows creative advertising process to climb the next level where it involves more complexity than ever, with each platform (Facebook, Instagram and so on) to offer a distinct audience choice, differentiated user behaviour and unique environments to engage in compelling storytelling.
No matter now cutting edge the technology, the fundamental of story telling persist. Experiential technologies could invite the audience to become a part of the story. They drive the audience’s engagement while allowing them to control their experience but the story should retain as the standard arc of exposition, dramatic tension and outcome. Carefully balance storytelling with exposing brand elements is important! Consumer = people are sensitive to being “pushed” a product.
Have a look at this article, what is your opinion?