文章基本信息

标题：Digital advertising storytelling: consumer educommunication
本地全文：下载
作者：Rodrigo Elías Zambrano
期刊名称：International Review of Communication and Marketing Mix
电子版ISSN：2605-0447
出版年度：2018
期号：1
页码：32-44
出版社：Universidad de Sevilla
摘要：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.
关键词：Advertising; consumer; digital; educommunication; storytelling