From traditional marketing to Storytelling.

      Аннотация: People have never been as exposed to so many advertisements as they are today. With the advent of social media, (social networks, blogs, video, image and info graphics, etc.) individuals have now the ability to decide what information they want to share and how. In order to face the rapid growth of information technologies, marketers have to adapt their strategies to consumers’ behavior. The purpose of the following book is to examine how the people involved are dealing with Content Marketing since 2007. Through the exploration of the overall literature, four major points must be distinguished: Traditional Marketing is in decline; Content Marketing respond to consumers’ expectations; Storytelling is key to success; the discipline is facing several barriers.

Ключевые слова: Content Marketing, storytelling