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).

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image of Lenna Garibian
Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.