'Challenge what you think you know...
The need for a consistent experience seems like a no-brainer. If users are interacting with your content/brand/product/message/etc. on one channel and get a different experience on another channel, there’s a chance they will get confused. And a confused customer is one who goes to a competitor. So your approach to delivering that message can’t be “spray and pray.” It has to be targeted and focused. A message specific to the channel on which it’s being consumed. But that’s only part of the fundamental change to marketing. The other part is how users can engage with the content. Through social media, website comments, live chats, and other methods, users can have a conversation with you around the content. It’s no longer about broadcasting your message. It’s no longer about telling your story and hoping people get it. To sum up these changes:
How: adoption and usage of multiple/simultaneous devices by users has prompted the need for a consistent experience. Marketers must now deliver their message and information across these device families.Why: digital technologies like web, social media, text messaging, etc. have enabled bi-directional conversation. As more and more users adopt these technologies into their lives, they expect the same thing of companies. No interaction? No customer....'
Via siobhan-o-flynn, Digital Cinema in Transition