СТОРІТЕЛІНГ В СИСТЕМІ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ КОМПАНІЇ

Abstract

Authors researched the essence of the concept of storytelling in the marketing communications of the company. Storytelling is a progressive marketing tool that raises awareness about the company, which eventually is better converted into long-term customer loyalty. Storytelling allows you to expand the range of forms of displaying the necessary marketing information, more effectively involving employees, partners, new customer segments in the communication. Storytelling in marketing communications is the transmission of the necessary information in the form of a story to capture the attention of the target audience and create the necessary motivation. Storytelling, as a tool of marketing communications, can "humanize" the brand, demonstrate the company’s value system, add shapes to its image, accelerate the process of marketing decisions. It has been proven that storytelling as an art of telling stories is an important mean of marketing communication, because stories attract people’s attention more, are better remembered, and arouse emotions that are almost impossible to evoke with ordinary commercial messages. Authors reveal that this format of marketing communications is more customer-oriented, as it emphasizes the personality of the consumer and his needs and highlight the main types of storytelling and features of different types of stories that should be used to promote goods/services in the market. The stories in the company’s marketing communications can be real and presented in different ways. Storytelling has been found to increase sales, provided that stories reach and attract the target audience, are relevant to their interests, and are "presented" in the right place at the right time. Authors analyse the experience of the world’s leading companies that use storytelling in their marketing communications and outline the main marketing tasks, which professional storytelling allow to resolve. They also provide recommendations for improving storytelling in the company’s marketing communications. The results of analytical research can serve as a basis for decision-making to improve the effectiveness of the company’s marketing communications policy, primarily through storytelling, customer loyalty and brand competitiveness.