In terms of what has surprised me most about Interactive Media Strategies, it has been how much I have enjoyed studying and learning from the unit.
Before the unit began in January, I have to admit I was apprehensive and unsure about what to expect. This was primarily because I feel I am not very technology savvy and do not know a lot when it comes to interactive media. However, instantly, I began to learn that you do not have to be technology savvy and really enjoyed many aspects of the unit.
For example, I learned that I am in fact a digital native, instead of a digital immigrant. According to Prensky (2001), in his article, Digital Natives, Digital Immigrants, digital natives are students today who are all "native speakers" of the digital language of computers, video games and the Internet. Before this unit, I would have believed I would be a digital immigrant, but, I spend my life surrounded by computers, video games and digital music players. These types of interactive media are integral parts of my life.
The workshops throughout the unit were a surprise also, and something which I have not experienced before. The workshops enabled me to gain a practical perspective and hands-on approach to things involving interactive media. For example, learning about Google AdWords and viral marketing, topics which I had never really studied before, opened my eyes up to how these phenomenons are useful for advertisers and marketers to think about in the future.
The various guest lectures, speakers, and organised events I attended throughout this unit were also surprising. I really enjoyed learning from them. The Mike Warne Annual Marketing Communications lecture I attended in March opened my eyes to the evolution of digital communications and digital marketing in the future. From going along to such events and learning all about digital marketing, it has really made me think about possibly working in the digital communications industry.
I suppose this is the biggest surprise for me, as a result of studying Interactive Media Strategies this semester. Before this unit, I would never have considered working in the digital communications industry. I am now more receptive to the idea.
As a future advertising and marketing communications professional, I now realise the huge importance of understanding interactive media, and how it will play a pivotal role in future marketing communications activities for organisations for many years to come.
Friday 18 March 2011
Friday 11 March 2011
Transmedia Storytelling
As I have learnt this week, transmedia storytelling is the technique of telling stories across multiple platforms and formats, recognised for its use by mass media to develop media franchises.
Jenkins (2006), in his book Convergence Culture, describes transmedia storytelling as storytelling across multiple forms of media with each element making distinctive contribution to a fan's understanding of the story world. By using different media formats, transmedia creates "entrypoints" through which consumers can become immersed in a story world. Doctor Who was a great example of this from the lecture I attended this week.
In another definition of the term, transmedia storyteller Gomez (2008) defines it as "the art of conveying messages, themes or storylines to mass audiences through the artful and well planned use of multiple media platforms".
Let's face it, we have entered an era of media convergence that makes the flow of content across multiple media channels almost inevitable. Therefore, transmedia storytelling can be benficial to the advertising and marketing industry becasue it promotes brands and products in an interesting, effective manner. Transmedia narratives can be as effective as advertising and branding.
However, it is important to remember sometimes transmedia narratives promote themselves, instead of the brand or products. In addition, not all brands benefit from the creation of detailed transmedia narratives, as some can get hurt.
Having said this, what all advertisers and marketers can learn from the rise of transmedia storytelling is that you should focus on creating a consistent, unified, experience across all platforms. Furthermore, to let each platform do what it does best, know each element needs to work on its own terms, but should also add something to the larger experience, and bring people together and give them something to do.
Jenkins (2006), in his book Convergence Culture, describes transmedia storytelling as storytelling across multiple forms of media with each element making distinctive contribution to a fan's understanding of the story world. By using different media formats, transmedia creates "entrypoints" through which consumers can become immersed in a story world. Doctor Who was a great example of this from the lecture I attended this week.
In another definition of the term, transmedia storyteller Gomez (2008) defines it as "the art of conveying messages, themes or storylines to mass audiences through the artful and well planned use of multiple media platforms".
Let's face it, we have entered an era of media convergence that makes the flow of content across multiple media channels almost inevitable. Therefore, transmedia storytelling can be benficial to the advertising and marketing industry becasue it promotes brands and products in an interesting, effective manner. Transmedia narratives can be as effective as advertising and branding.
However, it is important to remember sometimes transmedia narratives promote themselves, instead of the brand or products. In addition, not all brands benefit from the creation of detailed transmedia narratives, as some can get hurt.
Having said this, what all advertisers and marketers can learn from the rise of transmedia storytelling is that you should focus on creating a consistent, unified, experience across all platforms. Furthermore, to let each platform do what it does best, know each element needs to work on its own terms, but should also add something to the larger experience, and bring people together and give them something to do.
Saturday 5 March 2011
The Mike Warne Annual Marketing Communications Lecture
This week, I attended the Mike Warne Annual Marketing Communications lecture, held on Wednesday 2nd March 2011. The event included guest speakers Allister Frost, Head of Digital Marketing Strategy at Microsoft, Paulo Nieddu, Senior Planner at Holler Digital and Iryna Kepych, Digital Strategist at Connect Advertising and Marketing.
The event was fascinating and a chance to join marketing and business professionals, university staff and students to explore the evolution of digital communications and the opportunities for enhanced marketing communications in the future.
The three key note speakers each shared their perspectives and knowledge on the evolution of marketing communications and the possibilities for digital marketing in the future. In particular, Allister Frost, Head of Digital Marketing Strategy at Microsoft was interesting to listen to as he shared his thoughts from a business to consumer perspective on new approaches to customer communications. Something, that will prove very valuable to me as I enter the work arena.
In addition, the other two key note speakers, Paulo Nieddu, Senior Planner at Holler Digital, and Iryna Kerpych, Digital Strategist at Connect Advertising and Marketing, were captivating to listen to as they shared creative agency perspective on customer engagement and communications across all digital channels.
I really enjoyed the lecture and event, and having attended a similar event two weeks previously, I intend to go to anymore that are advertised in the future. These events I feel are invaluable and will help enormously when I go into the workplace after completing my Masters at Bournemouth University. Digital Communications is going to become ever present and it is important to be aware and here from professionals about how it can improve a business.
Unfortunately, I was unable to attend the Digital Communications roadshow in London also this week. At the time, I felt it was better to concentrate on getting on with my assignments. However, from hearing what my friends had to say when they went, I missed out. In the future, I will make every effort to attend.
From going to these events and lectures, alongside my Interactive Media Strategies unit, it is really opening up my eyes to the possibility of working in digital marketing communications. Before, I would not have given it a thought to work in this particular industry. However, I find it fascinating and whilst I start to begin to look for jobs in the marketing communications industry I will be looking at this potential avenue.
The event was fascinating and a chance to join marketing and business professionals, university staff and students to explore the evolution of digital communications and the opportunities for enhanced marketing communications in the future.
The three key note speakers each shared their perspectives and knowledge on the evolution of marketing communications and the possibilities for digital marketing in the future. In particular, Allister Frost, Head of Digital Marketing Strategy at Microsoft was interesting to listen to as he shared his thoughts from a business to consumer perspective on new approaches to customer communications. Something, that will prove very valuable to me as I enter the work arena.
In addition, the other two key note speakers, Paulo Nieddu, Senior Planner at Holler Digital, and Iryna Kerpych, Digital Strategist at Connect Advertising and Marketing, were captivating to listen to as they shared creative agency perspective on customer engagement and communications across all digital channels.
I really enjoyed the lecture and event, and having attended a similar event two weeks previously, I intend to go to anymore that are advertised in the future. These events I feel are invaluable and will help enormously when I go into the workplace after completing my Masters at Bournemouth University. Digital Communications is going to become ever present and it is important to be aware and here from professionals about how it can improve a business.
Unfortunately, I was unable to attend the Digital Communications roadshow in London also this week. At the time, I felt it was better to concentrate on getting on with my assignments. However, from hearing what my friends had to say when they went, I missed out. In the future, I will make every effort to attend.
From going to these events and lectures, alongside my Interactive Media Strategies unit, it is really opening up my eyes to the possibility of working in digital marketing communications. Before, I would not have given it a thought to work in this particular industry. However, I find it fascinating and whilst I start to begin to look for jobs in the marketing communications industry I will be looking at this potential avenue.
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