This post highlights the work of MCDM students.
By Matt Davis & Ryan Risenmay
The age of the empowered consumer has eroded the foundations of traditional brand marketing. The one-to-many broadcast approach of “message” style marketing used over the past 50-plus years is increasingly unable to reach and engage audiences. Consumers have taken control of their media experiences and when and how they will engage with a brand. At the same time, they expect to brands to be always available on a one-to-one basis and on a variety of levels across multiple media channels simultaneously.
Why do consumers expect brands to be so attentive? Consumers are placing a higher value on personal connections with a brand or product. These emotional, identity-defining connections, and influences from their peers often trump generic sales pitch messages. Consumers desire community, interactivity, and the option to participate in the story of a brand, its product, or services. This challenges marketers to change their approach with these fragmented and more concentrated audiences.
Enter transmedia marketing – a strategy that brands can use to harnesses this change in behaviors of consumers. It builds upon their interest in compelling stories and their preferences in determining what part(s) of a branded experience they will engage with at the time and place of their choosing.
So in a word, no, the participatory culture will not be the end of brand marketing. But it will require marketers to learn how to use strategies like transmedia marketing to effectively communicate and engage these audiences.
The study and understanding of this shift to multi-channel communication and the nature of the participatory culture is at the core of the MCDM program. We are excited to announce the development a Transmedia Marketing Playbook as a guide to help marketers (and others) adopt a transmedia strategy. The Playbook outlines the activities and challenges we think necessary in adopting a transmedia friendly orientation to telling a branded story with community engagement as the foundation. It provides a specific framework for analysis, strategic planning, and execution with some guidance on when a transmedia approach would be appropriate.
To check out the playbook please follow this link.