Storytelling and cocreation Value Recognition in the Construction of Microsegments Through the Digital Marketing Strategy

Abstract

The following document seeks to evaluate the contribution of an integrative model that allows, through the Digital Marketing Strategy, the value recognition of the cocreated content generation and the storytelling in the market the micro-segmentation. The methodological strategy focuses on presenting the concepts from the academic developments found through a bibliometric study to analyse their relation. Subsequently, the variables required for constructing a conceptual model are presented with an analytical-synthetic approach. The bibliometric analysis evinces that the topics have not been developed together. Finally, the research concludes that adapting an integration model of the three variables contributes to an adequate development of communication channels. The consideration mentioned above is derived from an assertive customer profiling due to a clearly defined value proposition based on storytelling and cocreation, which would be communicated through Digital Marketing.

Keywords

• comunicaciones de marketing
• cocreación de historias
• consumidor
• marketing digital
• comportamiento del consumidor