Every product and every service is associated with an experience, with a customer experience. In an age in which customers are exchanging their opinions more than ever and in which every consumer can research information on the Internet in a matter of seconds, it is becoming increasingly important for companies to offer their customers a comprehensive, personalized and positive experience that meets their needs as fully as possible. Content marketing for addressing customers is an important tool both for retaining existing customers and for winning new ones. Today, customers often expect added value from interaction with a company, especially in markets where the products or services of different providers hardly differ in terms of functionality or scope of services.
In addition, the younger generation in particular - the so-called GenerationZ - is increasingly experience-oriented and expects their wishes to be fulfilled immediately. Keyword: Instant Gratification. Storytelling is a proven approach to effective customer communication. The idea behind it is to entertain, captivate, convey the right messages and ultimately add value for the customer - both intellectually and emotionally. Storytelling shouldn't just be about lyrics. Especially Generation Z speaks up much faster.
Many brands, particularly in the luxury goods sector, concentrate solely on conveying the lifestyle for which the brand stands and mainly address the customer emotionally. But also useful content is gladly accepted and in the ideal case the customers like the content so much that they distribute it via social media. A real marketing success is when customers also become brand ambassadors in this way.
In all of this, honesty, brand authenticity and ethical behavior should be priorities. Because the Internet provides more transparency and exchange, and any misconduct can therefore cost a company dearly.