Transmedia Marketing – a Definition

I’ve spent a lot of time thinking about transmedia marketing, and have come up with the following definition: weaving your brand or organization’s story across multiple platforms and media.

This definition resonates for 3 reasons:

“Weaving” implies a pattern, a vision of the end-result and interconnection.  Too much of marketing is conducted in silos, and focused on specific campaign objectives.  We should be focused on creating a unified, interconnected brand experience.

“Story” – if I hear (or say) “content” one more time, I will be forced to pinch someone.  “Content” is simply the components of story.  If you have no story, don’t bother creating content.  Content is not the goal, it is the vehicle.  ‘Nuff said.

“Platforms and Media” – in marketing we use terms like “channels”, “media”, “markets” yada, yada, yada depending on which marketing discipline you practice (communications, product marketing, etc…).  The term “platform and media” takes the conversation down to the digital bones and makes room for all existing and emerging marketing tools  – traditional and digital, social and static, analog and interactive.

Having the definition is useful in developing the parameters of what’s in, what’s out and where to start.

Of course, starting is the hard part 🙂

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