Digital storytelling at its most basic core is the practice of using computer-based tools to tell stories. There are a wealth of other terms used to describe this practice, such as digital documentaries, computer-based narratives, digital essays, electronic memoirs, interactive storytelling, etc.; but in general, they all revolve around the idea of combining the art of telling stories with a variety of multimedia, including graphics, audio, video, and Web publishing.
A digital story is a multimedia presentation combining a variety of digital elements within a narrative structure (a story). Media may include text, images, video, audio, social media elements (e.g. Tweets) and interactive elements (e.g. digital maps).
Audiences from all demographics and age ranges are becoming increasingly more sensitive to the schemes of marketers. And if any brand comes across as scummy, we tend to call them out publicly. In an age where everyone has a voice and everyone is connected, public feedback has a much greater impact than it used to.