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Marketing Profs – Five Ways to Ensure Customer Participation With Mobile Storybuilding

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December 6, 2013

By Joe Gillespie


Storybuilding is essentially an active form of storytelling. Whereas storytelling primarily works to convey the essence of a brand to customers—in a more engaging and entertaining way than purely informational tactics—storybuilding puts mobile, social, and big data to work, in the moment, and gets customers involved along the way.

This approach can feel daunting because it introduces a whole new set of variables that seem largely at the whim of the consumer. Fortunately, storybuilding isn’t a matter of crossing your fingers and hoping for the best, it’s the effect of developing a strategy to maximize both the chances the audience will come into contact with the story and the opportunities for engagement no matter when or where they may encounter it.

Here are five steps to consider when developing your storybuilding to ensure customer participation—and a storybook ending.

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