Visual Storytelling in Marketing / Sage Publications.

Format:

Book

Author/Creator:

Hardey, Mariann, author.

Sage Publications, author, issuing body.

Series:

SAGE skills: Business.

SAGE skills: Business

Language:

English

Subjects (All):

Internet marketing.

Physical Description:

1 online resource

Place of Publication:

[Place of publication not identified] : Sage Publications, 2024.

Summary:

Marketing has become a complex field of study and practical application. In a world shaped by real-time information, the marketing process has become complex and significantly more essential, involving many moving parts. Long since disproven is the conventional wisdom that a competitor's advantage can be achieved simply by producing a superior product. This approach is redundant if no one knows about your superior product. For anyone wishing to study and comprehend marketing, there is an exciting intersection between the subject and technology-led innovations fueling the emergence of fields such as social media marketing, visual marketing, digital data (often big data), AI and ChatGPT, and digital storytelling. Standard marketing plans include multiple digital touchpoints, social media platforms, smartphone and tablet ratios, and tangible returns value. Tangible returns value refers to the measurable benefits a company can gain from its marketing efforts. In this case, the metrics used to measure tangible returns value are follower counts and the number of likes received on social media. These metrics are important because marketers can use them to track the progress of a company's marketing campaigns over time and to assess their effectiveness. For example, suppose that a company sees a steady increase in its follower counts and the number of likes it receives. In this case, it can be reasonably inferred that its marketing campaigns are successful. Tangible returns value is a useful tool for businesses because it can lead to a number of benefits, including increased brand awareness, more leads and sales, improved customer loyalty, and higher profits. By focusing on tangible returns value, businesses can ensure that their marketing efforts are aligned with their overall business goals. Social media marketing, including its visual and narrative components, requires an in-depth comprehension of the interconnections between digital channels and analytical skills to comprehend such a dynamic environment. Successful social media marketing campaigns ultimately reflect the social and cultural trends that interest consumers. A campaign designed to go viral, for instance, cannot guarantee success for marketers. Still, it can undoubtedly acquire characteristics that increase the likelihood of cross-platform shares and likes. Customers should be at the center of all marketing planning. Constant connectivity via smartphones and social media means that consumers are bombarded with information, so creating visually appealing and easily digestible content is more important than ever. This Skill discusses elements that can help you achieve visually powerful and memorable social media marketing content. Every day, people are interrupted by push notifications and, frankly, aggressive forms of marketing. Why focus on and enhance social media marketing further here? Understanding this content is one way to determine strategic elements that may benefit your product, service, brand, or organization. This Skill also offers insight into how you can make your messages relevant and appealing to your audience. As you might expect, visual and social media marketing can weaken customer relationships in many ways. Sometimes it's the misalignment of content that becomes annoying. Sometimes it's a catastrophic mistake. A single campaign shared across social media platforms can quickly become viral for the wrong reasons. All it takes is a single point of weakness to undermine an entire campaign. This Skill includes real-world social media marketing content and campaigns, videos, and more that will help you to understand the environment of social media marketing, identify ways in which social media can enable organizations to develop customer loyalty through relationship marketing, critically evaluate visual social media marketing content, and comprehend the following terms: acceptance of rapid content creation, dissemination, engagement, and loss life cycles.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-5965-4

9781071959657

OCLC:

1438727950