As various technology platforms (e.g., social media, apps, tablets, smartphones, and TV) evolve to become more integrated with one another, more customizable, and more participatory, so are people's expectations around their everyday content experiences, according to a study by Latitude.
However, developing interesting and relevant narratives across multiple platforms is a big challenge for content marketers.
To explore this changing media landscape, Latitude asked leaders in the emerging transmedia space about the challenges and opportunities today's storytellers (or content creators) are encountering. In addition, Latitude polled 158 early adopters of technology in 10 countries, and asked them, "How would you like to experience stories in the future?"
Transmedia storytelling typically involves immersive media experiences, in which the elements of a story are dispersed systematically across multiple media platforms, each making its own unique contribution to the whole. Rather than merely presenting the same content via different formats, transmedia allows each medium to do what it does best—fitting storylines into the most appropriate media vehicle (e.g., video, audio podcast, PowerPoint presentation).
Latitude found that audiences have a growing appetite for media experiences that not only allow them to delve deeper into stories but that also bring stories out of the screen, mingling with actual real-life experiences.
Below, key findings from Latitude's report titled "The Future of Storytelling, Phase 1."
Content needs to be smarter
People want content that's relevant to their real-world experiences. Some 75% of surveyed early adopters said content across mobile devices should become more relevant to where people are and what they are doing in the physical world.