Emotionally Connecting with the consumer: The Use of Documentary Film in Marketing Strategies in Spain
DOI:
https://doi.org/10.31637/epsir-2024-1047Keywords:
documentary marketing, human marketing, advertising, marketing strategies, emotional marketing, documentary film, consumer identification, meaningful experiencesAbstract
Introduction: Documentary film can be an effective tool in marketing to establish emotional connections with the audience, highlighting consumer identification with the brand. The central hypothesis of the research suggests that documentary film strengthens emotional relationships between brands and consumers, increasing loyalty and the performance of advertising campaigns. Methodology: The methodology includes a literature review, case studies of the use of documentary film in marketing and in-depth interviews with experts in marketing, advertising and documentary film in Spain. Results: The results indicate that Documentary Marketing is effective in generating greater closeness between the customer and the brand, using real experiences and authentic film techniques. The companies that use these techniques have achieved a strong hold in the consumer's mind, increasing trust and loyalty. Discussion: The use of documentary film tools, such as truth and transparency, storytelling, and specific technical resources, are valued as key to creating an emotional connection with the consumer. Conclusions: The study concludes that Documentary Marketing can be an effective strategy to establish deep and authentic emotional connections with consumers, offering a competitive advantage in a market saturated with conventional advertising.
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