Content marketing and storytelling are two areas that are very important in digital, as consumers are faced with a wide range of content and information on the web. For consumers this depth of information available, can be quite challenging and consumers are naturally drawn to content that is marketed best. For advertisers and marketers, this can proof quite challenging, as securing a consumers’ attention is a key priority in the tourism industry. Content marketing therefore plays a major role and storytelling can be a good way to tell a destinations or tourism businesses story and experiences in a much deeper way (UM Little Book of Curiosity Nov. 2013).
It is no secret, that consumers are now truly connected and take full advantage of this increased level of connectivity due to digital technologies and applications around. Every day, consumers are checking emails, listening to radio, checking Facebook, watching TV and surfing in the internet. All of this happens in the first hour of the day as people are consuming information the minute a day starts for the consumer to when a day ends. This is certainly something that is gradually developing and more and more consumers stay connected as an essential part of their day. Content is a crucial part of that and consumers do find ways to consume this content that is at consumers’ disposal at all times. For marketers, this provides them with opportunities to brand this content and deliver a unique advertising environment.
Context is still king. Storytelling is becoming an increasingly popular tool that marketers use in order to engage consumers through storytelling leading to a richer and more engaging branded experience. Each media channel has a unique power and marketers and advertisers need to think about which media channels can offer which opportunities. Branded content experiences do not only need to be delivered in a conceptual way but also when delivering the experiences it needs to be fit for purpose.
Devices also need to be taken into consideration when thinking about branded content. Through the emergence of tablet and other devices, consumers are now able to access content at all times, often providing a unique experience with regards to reading and consuming content and the overall experience. Multi screening is also another advantage with regards to branded storytelling. Curiosity is a powerful tool when it comes to creating memorable experiences and creating experiences with the help of branded content.
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