Brand storytelling may seem like the latest buzzword, but it’s actually been a winning formula for longer than any of us care to remember.
Now, brands are combining the latest in immersive and interactive technology with authentic, compelling stories that help connect them with their best customers. The result? A result that makes a powerful impact.
Buyer behaviour has changed, and people are less likely to watch ads on TV or listen to radio. One of the best ways to capture people’s attentions is by offering them something authentic and engaging – but here’s the clincher – at a time of their own choosing.
Brands are evolving to harness the power of these new channels, to experiment, test out groundbreaking new concepts and deliver immersive, engaging experiences to their customers. They’re also noticing that this great new tech helps to sustain their audience’s attention for longer.
Here at POPcomms, we’re passionate about creating experiences people love to interact with, whilst combining them with stories that compel them to stay for more. Below, we’re going to talk more about what makes stories and immersive technology such a great fit.
Stories are a powerful way to connect
More and more brands are beginning to realise that authentic brand storytelling should be at the front, centre and heart of any campaign. And taking the time to develop an authentic brand story – rather than just rolling out mass-produced content – can pay dividends.
It can become the foundation from which your brand goes from strength-to-strength, whilst setting you apart from the crowd and establishing trust and authority with your customers (and remember; this works for B2B, too – people buy from people, after all!).
These days, in the experience economy, people care more about brand values, and are more likely to buy from companies that they can relate to and stand up for. Once they establish that connection, they’re more likely to become brand advocates and share their experiences with others.
TIP: Read more about the importance of brand stories in our recent blog on the subject.
Immersive experiences help us engage
Showing your customers a story in the form of, say, a video, will get their attention. But putting them right in the centre of a story so that they can actively participate or interact is a surefire way to keep them engaged. Make it fun and compelling? All the better!
And did you know that interactive content generates twice as many conversions as passive content, according to Kapost (just one of the 7 statistics we’ve highlighted in this blog post)?
Plus, with immersive experiences, you can afford to get creative and be a bit experimental – do something that’ll really make you stand out from the competition and show that you think outside the box.
TIP: If you’re looking for a bit of inspiration, check out these real-life examples of interactive touchscreen experiences.
Don’t forget the most important thing…
That is, of course, your customers – they’re what this is all about, after all. And they’re the people who are going to be using your experience at the end of the day!
So, when you’re creating your story – and your immersive experience, for that matter – don’t forget to make it all about them. Regardless of the medium, it’s the story itself that drives your experience and makes that all-importance connection with your audience.
You also have to decide what action you want people to take when using your immersive experience. How do you want them to feel? Are you looking to incite action, teach people how they’ll benefit from your solutions, or something else?
Advice from the interactive experience pros
Using new technology just for the sake of it is pointless – it’s important to have a clear vision, and defined goals before you begin. And once you deliver your immersive experience, you also have to measure its ROI.
There are a number of ways you can track and measure the success of your immersive experience. These include using heatmaps to track how people are interacting, the number of conversions, social shares and other analytics.
Measuring your ROI will help you to get the most out of your investment, and tailor future experiences based on what you know works.
One final thought…
Thanks for reading. Hopefully this article has given you a better idea of why storytelling and immersive experiences are such a great fit that can help you not only get attention in the short-term, but also connect with customers in a meaningful way over the long-term.
As interactive touchscreen specialists, we know a thing or two about creating immersive and engaging experiences that capture people’s imaginations – especially when they’re combined with captivating visual stories.
Want to know more about what’s possible when developing an immersive interactive experience? Get in touch with us. We read and reply to every message we receive!
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