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Storytelling как форма маркетинговой коммуникации в мире цифровых кочевников
The traditional life style changes as business and personal communications are moving to the Internet, and a new type of people – digital nomads – is emerging. Most activities, including commerce, transfer to WWW. Storytelling has started playing a greater role in promotion of goods and services, politicians and parties than direct advertising.
Stories seem to be true-to-life from the first sight, but most of them have definite mythological elements. The word creates images, and myths are made out of images. Virtual narrators involve «settlers» as well as «nomads» into the brand culture creating their own “heroes” and villains. The process of constructing and deconstructing different myths is going on in the «global village». Digital nomads may take part in myth-building or destroy «sacred images» being contracted employees or doing it for fun and pleasure.
Young active users, especially nomads, are a specific breed. Mobility and an opportunity to stay connected to the Net practically in every place of the world are typical for them. As a rule they have a broad outlook. In marketing terms they usually belong to a group of «innovators», «early adopters». They are independent, enjoy non-standard thinking, and at the same time have their own opinion leaders. All these should be taken into account when one is working out an effective marketing communication with digital nomads.
Typology of narratives as well as myths and archetypes which are used by marketers while communicating with nomads are presented in the paper. The role of visualization in creating involving content is being emphasized. Several cases in which storytelling is used as a marketing instrument are being analyzed.