With the new world of possibilities the internet has brought us, users are no longer solely passive spectators. They can now choose which stories interest them and even intervene and modify these stories. Publicity, for example, has known how to adapt itself to these changes and has begun to offer new options.
This has happened with transmedia. Conscious of the changes in user habits, transmedia seeks to help its stories reach their audiences through multiple platforms. Henry Jenkins, an outstanding Communications academic defines transmedia as ““a process where integral elements of a fiction get dispersed systematically across multiple delivery platforms for the purpose of creating a unified and coordinated entertainment experience”.”.
Transmedia publicity takes advantage of technological advances to offer users not just a story but an experience. Stories are no longer limited to a website banner or a YouTube video, but reach the user through multiple devices, giving them a specific part of the story through each platform. This multiplies their possibilities of completing the story. It largely depends on audience response and this creates high levels of engagement.
Despite all of the innovative tools offered by the internet, without good content management, a transmedia publicity strategy is destined to fail. The key is to offer coherent, simple stories which emotionally impact on users as this will move them to seek out the complete story across all of their platforms. Content is so important, that digital marketing companiesl are beginning to specialize in segmenting the results so that they remain relevant for users and are not discarded.
We have not yet witnessed how the Internet will transform the world, however we can already notice these drastic changes in the way we understand the content we find on the internet.