Does truth sell?
Documentary marketing: innovative tool to connect emotionally and position yourself in the consumer's mind
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Nowadays, marketing is key to any business strategy, but it must also be rethought from its social impact. This paper proposes the use of documentary film resources as an innovative tool to develop a more human, authentic and emotional marketing. In an environment saturated with advertising stimuli, where consumers are increasingly demanding and distrustful, it is proposed that the documentary approach can help generate a real connection with the public. Documentary film, by its nature based on truth, real testimonies and human stories, can be used to strengthen brand positioning, reinforce it...
Nowadays, marketing is key to any business strategy, but it must also be rethought from its social impact. This paper proposes the use of documentary film resources as an innovative tool to develop a more human, authentic and emotional marketing. In an environment saturated with advertising stimuli, where consumers are increasingly demanding and distrustful, it is proposed that the documentary approach can help generate a real connection with the public. Documentary film, by its nature based on truth, real testimonies and human stories, can be used to strengthen brand positioning, reinforce its message and create lasting emotional bonds. The proposal revolves around the concept of "Documentary Marketing", a methodology that brings together practices that already exist in advertising -such as the inclusion of real customers or the use of emotionally charged images and music- but which until now have been applied in isolation. The objective is to consolidate them into a coherent strategy that allows to show the most human side of brands and generate a deep impact in the mind and heart of the consumer.
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