Personally, I don’t think that’s because the transmedia concept doesn’t work. Clearly the media industry produces enough successes to demonstrate consumers will embrace transmedia.
Rather, today’s marketing campaigns are so primitive and message driven. The current mainstream marketer doesn’t have the capacity to develop story arcs that transcend and unfold over diverse media. The talent doesn’t exist in companies to produce this kind of sophisticated storytelling.
Simple does the trick, “Imported from Detroit!”
Frankly, most companies would rather pay their way in through the advertising than cultivate it. That’s unfortunate because in reality, deploying a wide range of video, visual and interactive assets to tell a great story is not that expensive. But business marketers can’t even find the moxie to blog today much less expand their thinking.
Via Gregg Morris