Digital advertising storytelling: consumer educommunication

PhD. Rodrigo Elías Zambrano
University of Cadiz. Spain
rodrigo.elias@uca.es
ORCID: http://orcid.org/0000-0001-8256-582X

DOI: http://dx.doi.org/10.12795/IROCAMM.2018.i1.02


Abstract

This is a revision of the concept of digital storytelling to get a definition from a point of view of consumer educommunication. This is how new digital advertising storytelling can modify consumer roles and behaviors.

So, in this text, we do a literature revision to explain the advantages of storytelling for digital marketing, the main common mistakes in digital advertising storytelling and what should a good storytelling strategy include. Besides, we make a description about media you have to use, the demand and growth of visual content and other digital marketing Trends for next years.

 

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