Digital marketing has moved beyond banner ads and pop-ups. Instead it now incorporates stories like traditional marketing media has always been doing. Stories need to be cleverly woven in so that they strike a chord with the target audience. Most detergent ads do such stuff by relating to genuine problems. Stories must involve a proper narrative including a flow, conflict and its resolution. It must have a start, middle and end but all of it needs to be concluded in a matter of seconds in advertisements. The customer enjoys Aristotelian catharsis so that must not be left out. Stories rely on tried-and-tested formats. They also tend to build trust over time. The format may involve pictures, videos and social media to reach out to maximum people within target market.


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