ABSTRACT
Marketing and advertising are in a state of evolution, driven by technology advancement, customer empowerment, new consumer patterns and changes in the perception of the value of marketing efforts. Advertising and marketing agencies are defining not only the positioning of their own businesses, but their industry in general. One of the coherent new concepts of marketing is that of Modern Marketing, a holistic approach spanning multiple disciplines. Early social media strategies were often mass marketing strategies adopted to the new platforms, sometimes resulting in some unfortunate executions because of a lack of understanding of a particular platform's dynamics. Storydoing is a relatively new practice in marketing and is an evolutionary step forward from creating content that is intended to go viral. Working with storydoing is a highly innovative process, during which the designers need to create not a story, but a framework that will help drive the audience towards the role of story creation on their own.
