Potential Implications of Transmedia on Marketing Organizations

The implications of transmedia in education and entertainment are in the process of being explored, experimented with and critiqued.  I think we’ve just begun to explore the implications on business and marketing practices.

There are three major forces colliding within most marketing organizations: BIG data (it begs to be said in caps), marketing technology and media fragmentation.

Transmedia helps to solve the the problems associated with media fragmentation by providing a cohesive narration that is optimized/developed for each media space.  Big data and marketing technology provide the infrastructure to ensure targeted and timely delivery and mapping the value back to marketing ROI.  Each system works together, but the skills required for each system are generally VERY different: creative vs analytical vs systems/process thinking 

Marketing departments in big companies (may) be able to functionally support these systems. But smaller companies will need to outsource.  This leads to the question – which should you outsource vs which should you own?    Will a marketing eco-system develop where specialists in these systems work on a for-hire basis, and the business marketing departments simply work as marketing project managers?  And if so, do they start calling themselves marketing producers?

Lots of questions.  Please discuss 🙂

 

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