How the Art of Storytelling Shapes Digital Customer Engagement

Marketing has evolved. No longer can brands send out generic messages designed for a mass audience and then simply wait for consumers to magically engage with a product or service. Now, real-time social and digital communications, combined with high levels of customer involvement, have brought about a new age of marketing. Today, customers are faced with a near infinite amount of information and choice. This has made successful customer engagement more about cultivating emotional connections through personal experiences and meaningful relationships. For some brands, this is a daunting task. For others, those excited about the opportunities this new landscape presents, the path to the customer is much clearer. Church’s Chicken, one of the largest quick service fried chicken restaurants in the world, firmly embraces the new ideologies of this highly evolved marketing landscape.