Neuromarketing and Transmedia Storytelling

In part one and two we looked at both of these topics; Neuromarketing and Transmedia storytelling. In this final blog, part three, we will discuss how these two things coincide and how they complement each other. Marketers are getting into neuroimaging methods to produce marketing, hence, Neuromarketing, marketers think that it will be a cheaper and more effective way to market and that it will give more reliable information to marketers faster by being able to see what consumers react to positively, not what they think they should like.

Neuroscience focuses on sensory processing by the way the consumers get informed, and the way they turn them into behavioral responses and transmedia storytelling has the opportunities to exceed customer engagement. Understanding human behavior and how we react to things is a massive part of any marketer’s job, so when you actually know what a person wants or how they perceive things it makes it easier to create a narrative that will be memorable.

So when you pair the two together, you can see science and art working together. As it turns out the discipline that we commonly call art, has many twists and turns as it meets the intersection where the crossroad of science converge. We think we’re these rational, logical thinking creatures but the actuality is, as the Neuromarketing scientists enlighten us, is that we commonly make subconscious, emotional decisions, sometimes even illogical ones, in one place in our brain and then suddenly a few nanoseconds later, we rationalize those decisions and process this in another place in our mind.

If you want really to inspire people’s decisions, behavior, and attitudes, you need to influence them in that other part of the brain where decisions are made. Accordingly, Neuromarketing scientists tell us that transmedia marketing stories are well-suited with communicating to that emotional processing part of the brain, whereas logic and telling people what is and lists of things that supposedly inform as well as persuade, don’t work.

Moreover, we all have great stories to tell through Neuromarketing. Many people do not know how to identify and share their best stories. Your narrative can mention your product, service, and similar topics; however, your ability to help should be the main character of the journey. You have a story worth telling, and it may take some time and energy to discover it. Once you unearth a story you want to share, make your story exceptional. The benefits of an in-depth, unambiguous and well-written story are immense. Notwithstanding, it should be an essential best business practice to enter into when developing your brand, product, or integrated service for your business.

Sources:

Joe Arco, President of Multimedia Marketing Group: https://www.mmg-1.com/index.html

Rodger Dooley, “What is Neuromarketing?” https://www.neurosciencemarketing.com/blog/articles/what-is-neuromarketing.htm

 

 

Serena Ahlquist

Email: serena@mmg-1.com

Social Media Intern for MMG

 

 

What is Transmedia Storytelling?

Our lives are full of stories that travel across media, whether intentional or not. Transmedia storytelling offers opportunities for variable degrees of participation and the blurring of fictional and real worlds. So what is Transmedia storytelling? It is the art of designing, sharing, and experiencing across multiple platforms, usually used for entertainment, marketing, or social changes. Stories define social influence, social perception, and social interaction; they influence individual and group behavior and can provide a sense of self.

Using transmedia storytelling you are continuously evolving with newer technologies and the new ways they share, craft, and interact with people engaged with the story you are telling. Maya Zuckerman, Media Entrepreneur, and Founder, Transmedia SF, says “It’s not just one thing. You cannot actually sell transmedia in a box. It doesn’t work like that, because it is an ecosystem. It’s really the ecosystem of where storytelling meets technology, and it’s where story, narrative, and technology converge.” It’s not just technology either; transmedia storytelling is in many different things like video games, books, toys, comics, theme parks, and in virtual reality, it offers a wide range of coverage to a wide range audience.

The people following this story, no matter what it may be, they are going to be in some way moved by the story and want more information or change their behaviors to something like their favorite character, so transmedia storytelling can be something that changes people for the better. The way we perceive ourselves in relation to the rest of the world influences our behaviors and our beliefs. Story structure does just that. The journey of others affects our behavior and how we view ourselves. There are four main pillars to storytelling; people, place, purpose, and plot these pillars of the story delves in all aspects of interpersonal relationships and the ways that journey of one person can improve those who hear, see and emotionally involve themselves within the storyline.

The audience in the transmedia world is usually active with the storyline and share or even sometimes help create different parts of the stories. Every story has an audience who wants to experience it and share their opinions with it, wouldn’t you like to have input in your favorite TV show, comic book series, or video game?

This is part two of a series of blogs by MMG. In the next and final blog and part three, we will be comparing the two concepts of Neuromarketing and transmedia storytelling and how they coincide with each other. Stay updated on Facebook, Twitter, and LinkedIn for Part Three: Transmedia Storytelling Through The Go-To Science of Neuromarketing.

Sources:

The University of New South Wales, the course “Transmedia Storytelling: Narrative worlds, emerging technologies, and global audiences. https://www.unsw.edu.au/about-us

Joe Arco, President of Multimedia Marketing Group.

 

Serena Ahlquist

Email: serena@mmg-1.com

Social Media Intern for MMG

Transmedia Storytelling and Neuromarketing

The science of Transmedia storytelling benefits society and enhances our lives. Neuromarketing science examines the relationships between brain function and behavior, the environment and behavior, applying what they learn to illuminate our understanding and improve the world around us through stories.

Curiosity is part of human nature; we are always asking the question “Why?” and that’s not a bad thing. We should always be questioning things, using the method using a working hypothesis. Neuromarketing scientist can test by using observation and experiment, producing empirical data. Marketers are interested in brain imaging because they hope it will provide an effective trade-off between costs and benefits, and hopefully provide an accurate research method that can be made even before a product exists. Brain imaging can help show what people want and “hidden information” about their buying preferences, which they may not want to, say out loud. This could be something that enhances what people like, and what they are willing to purchase.

It’s difficult, if not impossible, to think of an aspect of life where marketing is not involved. Storytelling then employs the scientific method — stating the question, offering a theory and then constructing rigorous models or pillars of the story to test the hypothesis. Transmedia Storytelling then applies the understanding gleaned through research to create evidence-based strategies that solve human problems and improve people’s lives. Through transmedia storytelling, the story can be reached by so many individuals on so many platforms including reality, social media platforms, radio, and TV.

This is part one of a series of blogs by MMG. In this first blog, we talked about how Neormarketing affects marketers and advertising. The next section will elaborate on what transmedia is and how that affects marketers as well. In part three we will be comparing the two concepts and how they coincide with each other. Stay updated on Facebook, Twitter, and LinkedIn for Part Two: Transmedia Storytelling.

Sources:

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2875927/

Serena Ahlquist 

Email: serena@mmg-1.com

Social Media Intern