STRATEGI KOMUNIKASI EMOSIONAL DENGAN STORYTELLING UNTUK MEMBANGUN ENGAGEMENT DI MEDIA DIGITAL

Indriati Yulistiani

Abstract


Every day people come accross with thousands of advertisements and persuasive contents, especially through digital communication media. This presents a new challenge in the marketing communications area: how to make a stand out yet memorable advertisements and digital persuasive content. The answer is building stories through narratives, using storytelling techniques. Building emotions within the narrative and connecting it to the audience's life experiences makes the message more effective. Successful storytelling in advertising or persuasive content requires knowledge of the target segment. This knowledge can serve as the basis for building an authentic narrative that embodies the brand's values and identities. The narrative must consistently engage the emotions of the target segment to foster audience participation and resonate the message across multiply-platforms.

Setiap hari ribuan iklan dan konten persuasi hadir menyapa manusia, terutama melalui medium komunikasi digital. Hal ini menghadirkan masalah baru dalam ranah komunikasi pemasaran yaitu bagaimana menghadirkan iklan dan konten persuasi digital yang dapat menonjol dan mudah diingat. Membangun cerita melalui narasi dalam teknik storytelling hadir sebagai jawaban. Bangunan emosi dalam narasi yang dibuat dan terkait dengan pengalaman hidup audiens membuat penyampaian pesan menjadi lebih efektif. Keberhasilan teknik storytelling dalam iklan atau konten persuasi memiliki prasyarat berupa pengetahuan menyangkut segmen sasaran. Pengetahuan tersebut dapat menjadi dasar membangun narasi otentik yang berisi nilai dan identitas merek. Narasi secara konsisten harus menyentuh emosi segmen sasaran yang dituju sehingga dapat membuat partisipasi audiens dan meresonansi pesan pada multiplatform.

 

 

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DOI: https://doi.org/10.47007/jkomu.v22i02.1816

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