Transmedia Storytelling as a Branding Strategy Through Neuromarketing

Transmedia Storytelling as a Branding Strategy Through Neuromarketing

Ayca Oralkan (Beykent University, Turkey)
DOI: 10.4018/978-1-5225-5357-1.ch019

Abstract

Branding is a perceptual bridge between past customer satisfaction and customer expectations towards potential future experiences. The perception of a company is generated by this branding process through emotional expressions of its entity. In order for particular brand information to get noticed among other products, the message has to be well-designed. Neuroscience focuses on this sensory processing by the way the customers receive messages and the way they turn them into behavioral responses. In accordance with this purpose, an effective transmedia storytelling strategy has the potential to provide maximum customer engagement. Transmedia storytelling is an experience of collective intelligence with an immense potential of creating a center of attraction through message content, enabling the participants with similar interests and thoughts to come together by virtue of interactive communication platforms.
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Introduction

Transmedia Storytelling has been theorized with comparative interaction of media tools. In this regard, it is important how the developments in various media platforms such as film, television and digital media influence each other (Jenkins, 2010). It is quite a new approach to observe how messages sent to the consumer through various media channels are perceived and influence the purchasing behaviour. To be able to examine this issue, it is important to examine how Transmedia Storytelling is involved, in terms of brand strategies in the context of neuromarketing. Transmedia Storytelling is relatively a new communication strategy in the company's advertising strategies (Brieger, 2013). In the search of more effective marketing and advertising strategies, it is necessary for companies to examine how Transmedia Storytelling affects consumers with neuromarketing.

The interaction and cooperation between design and Neuroscience offer suggestions for the day to day development of the power of the bond among the companies’ product and service users. In the basis of corporate strategies, commonly all marketing decisions promote the essential company goal of achieving strong consumer-brand relations, and understanding the human behaviour has a crucial role in building well-designed strategies. For this purpose, behavioural responses are examined not only through external domains but also, in view of Neuroscience, through the internal cognitive factors as well. (Zuanon, 2016). Such information that is related to the needs and possible behavioural reactions of target groups enables an optimum positioning and enhances the customer engagement.

As long as the story has the potential of presenting consistency and originality, the flow of information through audience participation generates a common language belonging to that particular environment upon structural constraints and characteristic cultural tendencies. Achieving a connection with the audience through storytelling leads relatively a stronger engagement. In this regard, Transmedia Storytelling is defined as an effective tool to increase sales and brand trust by creating a strong and emotional connection with the customer mind for that company (Ferrari, 2016). With respect to its various favourable aspects through enhancements in communication technologies, this efficient strategy is providing an important advantage in the competitive market.

Key Terms in this Chapter

Mass Media: The means of communication reaching a large number of people such as the population of a nation through certain channels like film, radio, books, music, or television in that the consumer participation stays passive with comparison to interactive network platforms.

Storyworld: A dynamic system developed cognitively under the limited control of narrators prompting the participation of audience for its construction regarding overall physical and emotional aspects.

Brand Positioning: A strategy to give the brand a unique identity in the target consumer’s mind, enabling a long-term bond through consistent messaging.

Target Audience: An identified potential group of people with shared characteristics who are most likely to be interested in a particular advertisement or message.

Stimulus: Any event or situation that encourages a behavioral response.

Differentiation in Marketing: The process of distinguishing a brand from those of its competitors through unique and valuable characteristics relative to other brands in the market.

Consumer Engagement: The intensity of interactive consumer experiences generated through the participation in the brand related activities in the form of shares, likes, opens, or direct comments.

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