Does Marketing Need A Transmedia Storyteller?

Does Marketing Need A Transmedia Storyteller?

Steve Rubel explains the importance of pervasive stories in today's crowded media landscape.

Kyana Gordon
  • 13 october 2010

Yes, it does! A recent post by Steve Rubel (SVP, Director of Insights for Edelman Digital) titled “The Rise of the Corporate Transmedia Storyteller” explains why. Rubel sets the stage for his idea with the following statistic from Google CEO, Eric Schmidt:

“Every two days now we create as much information as we did from the dawn of civilization up until 2003.”

This data point reflects just how difficult it has become to reach people when millions of voices famous and not are clamouring at once for attention via tweets, status updates, check-ins, images, and videos. This observation is the framework for Rubel’s argument in favour of the Transmedia Storyteller.

Rubel writes:

The new law of digital relativity (e.g., the relationship between time and space) means the end of scarcity. This was the currency that, for years, powered marketing budgets, filled media coffers and drove the information economy. Now that scarcity is gone, however, we will need to adopt a new set of skills.

So then, how can companies evolve in a space they once pioneered and impact a crowded digital space? Make way for the Transmedia Storyteller. Rubel provides insight that can be applied by marketers to develop quality content that will resonate with their audience – a few key points below.

• There’s art and there’s junk. Audiences want art.

• To stand out today it’s critical that businesses create content. Activating your cadre of internal subject matter experts is the surest path to visibility.

• The reality is, however, that organizations need to do more than just unleash their subject matter experts en masse. They need to activate them in multiple channels at once and equip them in how to create a compelling narrative.

• Transmedia storytelling is the future of marketing. And those who can span across formats and share their expertise will stand out in an age of Digital Relativity.

Steve Rubel

Forbes: “The Rise of the Corporate Transmedia Storyteller”

Image by *sean


Flower Pencils Create Cherry Blossom Petals When Sharpened

Arts & Culture
Technology Today

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online

Retail Today

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry


Get PSFK's Related Report: Future of Automotive

See All
Gaming & Play Today

Nintendo’s New Console Pushes For Portable Gaming

The Switch allows gamers to seamlessly play on the go by themselves or with friends

Entertainment Today

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI Today

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important

Millennials Today

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 17, 2016

Home Depot Green Energy Expert: Americans Are Taking Control Of Their Power Use

Green tech expert Jennifer Tuohy discusses new home energy tech and developments for renewables in the US

PSFK Labs Today

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Food Today

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising Today

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work Today

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail Today

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Today

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Today

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Today

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology Today

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

No search results found.