Storyscaping is a strategy that has been derived from common storytelling, since brands have needed to go further to differentiate themselves and achieve a change in their consumers.
In broad terms, it is a tool that allows you to build a world with solid and coherent experiences in all corners of marketing and advertising, and that offers the consumer the possibility of entering it.
We have already talked about the power of storytelling (the art of telling a story) to communicate by creating emotions in our readers and listeners, and to achieve that connection between brand and company , through shared values.
Well, storyscaping will also use the experiential elements of storytelling, but it will also be encouraged to go a little further.
Through storyscaping, it will be possible to reflect an environment of content that transmits experiences that, as a whole, reflect the consumer's story (not that of the brand!) and that generate both inspiration and stacked interactions.
The main objective will be to get the consumer to immerse themselves in the world of the brand , feeling the experience and being part of that experience, even if it is through the consumption of content.
Naturally, the benefits of sotryscaping are multiple. Among them is the high mexico mobile database engagement that customers will have towards the brand and the ability to communicate this experience effectively.
Differences between storytelling and storywriting
Both strategies seek to connect with the other party, to generate something. Both are very effective business tools, and together they can achieve many things. But let's see how they differ.
While storytelling tells stories, storyscaping communicates experiences.
Storytelling focuses on the brand, while storyscaping focuses on the consumer and usually tells the customer's story.
Storytelling aims to generate emotion and sensation. Storyscaping aims to generate inspiration and identification .
Storytelling can be developed through a single platform, such as a social network, while storyscaping must be approached from a multi-channel environment (website, networks, events, points of sale, all possible media). In other words, it must be digitally global.
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