The 21st century has brought a complete transformation of the marketing that is practiced in companies. 2020 really changed the face of marketing. Marketers less talk about traditional marketing, and more about experiential, societal, interactive, humanized, personalized, inclusive, content, omnichannel marketing. Traditional marketing uses the „one to many“ approach where radio, TV, newspaper campaigns broadcast to a passive and unified audience. The plot lays in the hands of corporate narrators. The new marketing model uses „multi-way communication“ approach where consumers are in control of what they see and how they respond to company’s commercials. They are active, involved, interactive, empowered in the process of buying. The new marketing tries to be more humanized and „come closer“ emotionally to the consumers. The most suitable way to make people believe in companies‘ promises is storytelling. Storytelling as a part of content marketing, that aims through stories, fables, folklore, tales, short interesting events to touch the senses of consumers, to reach their soul, to involve them in the buying process and to encourage them to buy products and services. Everyone loves stories. Everyone has a story. Everyone believes in stories. Marketers use storytelling to give life to brands and motivate consumers emotionally to react to brands. People easely understand stories, memorize them, retail them, spread them. However, this sales technique is not a new concept, but it is a new opportunity to commnucaite marketing initiatives. Many factors and circumstances have led companies to use this technique. People all over the world face uncertainty, poverty, pandemics, economic crisis, isolation, quarantines. In this cruel time, everyone needs warmth, love, joy, a little happiness, friendship, kind words, comfort. It is these feelings that companies „use“ to get closer to consumers, and sell them their products and services. Storytelling is the process of making a connection with the customer first, and selling a product second. Storytelling is a powerful marketing strategy that creates an emotional link between producer and consumer.
DIMITRIESKA, S.,
&
EFREMOVA, T.,
(2021). STORRYTELLING MARKETING ONCE UPON A TIME….. Trends in Economics, Finance, and Management Journal, 3(2), 33-41. Arrival Date Posted By:https://tefmj.ibupress.com/articles/storrytelling-marketing-once-upon-a-time-
