Contenido principal del artículo

Vânia Sousa
Universidade do Porto
Portugal
https://orcid.org/0000-0002-9466-948X
Vol. 25 Núm. 2 (2021), Monográfico diciembre 2021. Retromarketing , páginas 44-62
DOI: https://doi.org/10.17979/redma.2021.25.2.8752
Enviado: nov 2, 2021 Aceptado: nov 30, 2021 Publicado: dic 14, 2021
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Resumen

La técnica o arte del storytelling está cada vez más presente entre los profesionales de la comunicación y el marketing. Las marcas son hoy conscientes de la importancia de agregar valor a través de las historias diferenciadas, que pueden coadyuvar a la fidelización de sus clientes. El presente artículo tiene como objetivo crear conciencia sobre la relevancia dual del storytelling y el retromarketing, como herramientas poderosas a efectos de mejorar la efectividad de la estrategia de comunicación de marca. Para tal fin, se analizan las sustancias químicas generadas en el cerebro durante la narración de diferentes tipos de historias que influyen en el comportamiento del consumidor. Asimismo, se analizan arquetipos de marca basados ​​en la perspectiva de Carl Jung y se revisan experimentos que podrían demostrar el valor económico del storytelling y las stories de retromarketing. Como resultado, el storytelling y el retromarketing elevan la singularidad de las marcas y pueden inducir relaciones más profundas y genuinas entre la compañía y el cliente. Esta etapa de conexión emocional se puede alcanzar cuando el storytelling se integra en la estrategia de marketing que se dirige a la audiencia adecuada.

Detalles del artículo

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