Transmedia

With changes in technology and society, long gone are the days when marketing and storytelling could be easily categorised into separate boxes based on medium and channel (e.g. film, books, tv, print, radio, direct marketing, digital, point-of-sale…), where the message was projected at a large but passive target market. Today it’s not so easy to ‘buy’ an audience, and the lines blur on all sides as old methods and tools give way to the new.

Is it marketing, or is it entertainment? Is it a target market, or are they collaborators? Is it an audience, or are they participants? They are now ‘we’, and We want our voices heard, we want to create too, and connect, collaborate, and share amongst our own networks. This requires a different approach to both marketing and storytelling.

Marketeers and storytellers now have to consider how best to reach, engage, and interact with their audience in the way the Audience wants, building long lasting mutually beneficial relationships. This isn’t about one platform, or about saying the same thing across many channels, or even about splattering a multitude of content across multiple channels – it’s a fundamental shift in where the audience is placed within the equation.