{"id":196034,"date":"2024-05-20T14:10:08","date_gmt":"2024-05-20T12:10:08","guid":{"rendered":"https:\/\/ipmark.com\/?p=196034"},"modified":"2024-05-20T14:11:34","modified_gmt":"2024-05-20T12:11:34","slug":"beyond-by-omd-el-poder-de-fascinacion-del-storytelling","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=196034","title":{"rendered":"Beyond by OMD. El poder de fascinaci\u00f3n del storytelling"},"content":{"rendered":"<p>Marketinianos y publicistas de todas las \u00e9pocas han sentido esa atracci\u00f3n irresistible. Porque, en realidad, esta profesi\u00f3n <strong>siempre ha ido de contar historias para conectar a marcas y consumidores, como record\u00f3 Cristina Barranco, directora general de OMD Espa\u00f1a<\/strong> durante <a href=\"https:\/\/ipmark.com\/beyond-by-omd-storytelling-un-toc-toc-en-el-corazon-del-consumidor\/\">Beyond by OMD<\/a>, encuentro en el que estuvo acompa\u00f1ada por <strong>Luc\u00eda Casado, <em>growth director<\/em> de Sanitas Dental y Cristina Tom\u00e9, <em>head of brand and campaigns<\/em> de DAZN<\/strong>.<\/p>\n<p>No obstante, la narrativa de marca ha cobrado un mayor protagonismo actualmente. \u00abYo dir\u00eda que a partir de los \u00faltimos dos o tres a\u00f1os, cuando <strong>el prop\u00f3sito se ha convertido en una pieza clave en el discurso de las marcas<\/strong> debido a las exigencias de un consumidor con mayor control\u00bb, observ\u00f3 Cristina Barranco. \u00abUn consumidor que demanda a las marcas una misi\u00f3n\u00bb.<\/p>\n<p><iframe loading=\"lazy\" title=\"Beyond by OMD. Storytelling_Cristina Barranco_OMD Espa\u00f1a\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/Vsix1ZqBaQ4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Dentro de las compa\u00f1\u00edas, <strong>hacer verdad esa\u00a0 misi\u00f3n en sus acciones<\/strong> ha requerido un mayor esfuerzo narrativo. Porque tambi\u00e9n la manera de contar el prop\u00f3sito ha de ser verdadera. \u00abTodo ello ha hecho que el storytelling sea cada vez m\u00e1s decisivo para <strong>adquirir credibilidad, autoridad y relevancia<\/strong> delante de los consumidores\u00bb, puntualiz\u00f3 Barranco, que puso tambi\u00e9n el acento en lo imprescindibles que son estos atributos para garantizar <strong>una coherencia y una veracidad a prueba de riesgos como los que pueden surgir en los entornos digitales o al elegir determinados canales <\/strong>(la figura de los influencers, por ejemplo, fue uno de los canales citados).<\/p>\n<p>Como conclusi\u00f3n del encuentro, la directora general de OMD Espa\u00f1a, resalt\u00f3 de nuevo <strong>el poder de esas historias \u00fanicas (\u00abcrearlas es nuestra tarea\u00bb)<\/strong> y lo mucho que queda por recorrer en narrativa de marca. \u00abLa tecnolog\u00eda y la inteligencia artificial nos van a ayudar much\u00edsimo, pero <strong>la emoci\u00f3n siempre va seguir estando ah\u00ed para conectar con los seres humanos<\/strong>\u00ab, a\u00f1adi\u00f3.<\/p>\n<pre><strong><span style=\"color: #ff0000;\">M\u00e1s contenidos Beyond by OMD sobre narrativa de marca<\/span><\/strong>\r\n\r\n<a href=\"https:\/\/ipmark.com\/beyond-by-omd-storytelling-un-toc-toc-en-el-corazon-del-consumidor\/\"><span style=\"color: #ff0000;\">Beyond by OMD. Storytelling: un \u2018toc toc\u2019 en el coraz\u00f3n del consumidor<\/span><\/a>\r\n\r\n<a href=\"https:\/\/ipmark.com\/beyond-by-omd-como-dosificar-emocion-y-racionalidad-en-storytelling\/\"><span style=\"color: #ff0000;\">Beyond by OMD. C\u00f3mo dosificar emoci\u00f3n y racionalidad en storytelling<\/span><\/a><\/pre>\n","protected":false},"excerpt":{"rendered":"<p>Una narrativa de marca eficaz impulsa ventas, nutre el v\u00ednculo con los consumidores y apuntala el crecimiento sostenible de las compa\u00f1\u00edas. Un herramienta muy poderosa que siempre ha ejercido una gran fascinaci\u00f3n entre los profesionales del marketing. Quiz\u00e1s por los desaf\u00edos que representa la disciplina. Nada m\u00e1s complejo que armar un storytelling relevante y perdurable. <\/p>\n","protected":false},"author":14,"featured_media":196040,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6456],"tags":[],"class_list":["post-196034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond-by-omd"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beyond by OMD. 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