The Role of Branded Content in an Evolving Transmedia World
Published: April 2014 | Author: Marcie Mclellan
Transmedia was a term made popular by author and scholar Henry Jenkins in 2006. Today, it describes a trend that is quickly transforming the way marketers produce and distribute content and – more importantly – the way that consumers interact and engage with it. The Role of Branded Content in an Evolving Transmedia World, authored by content expert and LSM lecturer Marcie MacLellan, introduces the concept of transmedia, discusses its key concepts and principles, and predicts its impact on the marketing industry at large.