transmedia
Definisjon
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Synonymer3
Antonymer2
Eksempler på bruk1
The transmedia campaign included a novel, a video game, and a web series; Transmedia storytelling allows for deeper audience engagement by using various platforms; Many modern franchises use transmedia to expand their story worlds.
Etymologi og opprinnelse
Derived from the prefix 'trans-' meaning 'across' or 'beyond' and 'media', the plural of 'medium', referring to communication channels. The term emerged in the early 21st century to describe narratives that span multiple media formats.
Relasjonsmatrise
Utforsk forbindelser og sammenhenger
Account based marketing (ABM)
Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with highly personalized campaigns, while transmedia marketing involves telling a cohesive brand story or delivering content across multiple platforms and formats. The relationship between ABM and transmedia lies in how transmedia strategies can be leveraged within ABM to deepen engagement and build richer, multi-dimensional narratives tailored to each target account. Specifically, transmedia enables marketers to craft a sequence of interconnected content experiences—such as personalized videos, interactive microsites, social media touchpoints, and offline events—that collectively address the unique pain points, decision-making processes, and stakeholder personas within an account. This layered storytelling approach helps ABM practitioners move beyond single-channel outreach, creating immersive, contextually relevant journeys that resonate with diverse stakeholders across an organization. By integrating transmedia storytelling into ABM, marketers can enhance message recall, foster emotional connections, and accelerate account progression through the buying cycle. Practically, this means ABM teams design content ecosystems where each piece of content on different channels builds on the others, reinforcing key messages and insights tailored to the account’s industry, challenges, and goals, thereby maximizing engagement and conversion potential.
Email marketing software
is a tool for
Ad creative testing
Ad creative testing and transmedia intersect in their shared goal of optimizing audience engagement across multiple platforms by tailoring and validating creative elements for each unique channel. Transmedia marketing involves telling a cohesive brand story through various media formats and platforms (e.g., social media, video, podcasts, interactive web experiences), each with distinct audience behaviors and content consumption patterns. Ad creative testing provides a systematic, data-driven approach to experiment with and refine creative assets—such as messaging, visuals, formats, and calls-to-action—within each platform-specific context. By conducting iterative tests on different creative executions across the transmedia ecosystem, marketers can identify which narratives, styles, or formats resonate best on each channel, ensuring the overarching story remains compelling and consistent while maximizing effectiveness per touchpoint. This synergy allows businesses to allocate budget efficiently, reduce creative waste, and enhance the cumulative impact of their transmedia campaigns through evidence-based creative optimization. Without ad creative testing, transmedia efforts risk relying on assumptions about audience preferences per platform, potentially diluting the brand story or missing engagement opportunities. Conversely, creative testing gains strategic depth and scale when applied within a transmedia framework, as it moves beyond single-channel optimization to multi-channel narrative coherence and performance.
Ad placement
Ad placement in the context of transmedia marketing involves strategically positioning advertisements across multiple media platforms to create a cohesive and immersive brand narrative. Transmedia campaigns unfold a story or message through various channels—such as social media, TV, websites, mobile apps, and physical spaces—each contributing unique content that complements the others. Effective ad placement ensures that each touchpoint not only reaches the target audience but also reinforces the overarching narrative, driving engagement and brand recall. For example, a transmedia campaign might place teaser ads on social media that link to interactive web content, followed by in-app ads that deepen the story, culminating in experiential ads at events. This coordinated ad placement maximizes audience immersion and encourages cross-platform interaction, making the marketing effort more than just fragmented ads but a unified storytelling experience. Thus, ad placement is critical in transmedia strategies to maintain narrative consistency, optimize audience journey, and leverage each platform’s strengths to amplify the campaign’s impact.
Account executive
An Account Executive (AE) in marketing and digital strategy acts as the primary liaison between the client and the internal teams responsible for campaign execution. When managing transmedia campaigns—which involve telling a cohesive story or delivering a brand message across multiple platforms and formats (e.g., social media, video, web, events)—the AE’s role becomes critical in orchestrating the complex coordination required. Specifically, the AE translates the client’s objectives into actionable briefs that align with the transmedia approach, ensuring each platform’s content contributes to a unified narrative and business goal. They facilitate communication among creative, media, and analytics teams to maintain consistency and timing across channels, manage client expectations regarding the iterative and multi-channel nature of transmedia storytelling, and track performance metrics that span diverse media. This hands-on coordination and strategic oversight by the AE enable the transmedia strategy to be executed effectively, maximizing audience engagement and ROI. Without the AE’s role in managing these multifaceted interactions and client relationships, transmedia campaigns risk fragmentation, misalignment, or diluted impact.
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