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interactive marketing Elements of Digital Storytelling

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What is different about the media environment that is new / needs to be studied? ... Dynamic / Passive Finding Nemo. Dynamic / Active Alfa Romeo. Questions: ... – PowerPoint PPT presentation

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Title: interactive marketing Elements of Digital Storytelling


1
interactive marketing Elements of Digital
Storytelling
  • Nora Paul
  • Univ. of Minnesota
  • Institute for New Media Studies

2
new media studies
  • What is different about the media environment
    that is new / needs to be studied?

3
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4
institute for new media studies
  • Focus on storytelling

5
so many terms, so little
clarity…
Hypertext
  • Interactive

Multimedia
Experiential
Multi-nodal
Immersive
Non-linear
6
elements of digital storytelling
  • Goals
  • Achieve greater clarity on terms
  • Use to assess current usage
  • Define components for effects testing

7
elements of digital
storytelling
  • www.inms.umn.edu/elements
  • MEDIA
  • ACTION
  • RELATIONSHIP
  • CONTEXT
  • COMMUNICATION

8
media
  • Single Medium Norshipco
  • Multiple Media Around Alone
  • Multimedia Airbus Unclogging a Drain
  • Questions
  • How do people process multimedia versus single
    media packages?
  • Does multimedia impede or enhance understanding /
    retention?

9
action
  • Static / Passive Austin Healey
  • Static / Active Fiat
  • Dynamic / Passive Finding Nemo
  • Dynamic / Active Alfa Romeo
  • Questions
  • Whats better, making people select or just
    giving it to them?
  • Is dynamic content more compelling than static?

10
relationship
  • Linear Kellogg
  • Non-linear The Cessna Story
  • Questions
  • What form results in more comprehensive reading?
  • Does non-linear presentations selection process
    increase engagement?

11
relationship
  • Manipulation
  • Do It Yourself Network Room Planner
  • Hilfiger Jeans
  • Questions
  • Does manipulation help with engagement?
  • Does experiencing content help with brand
    recognition / retention?

12
relationship
  • Calculation
  • Buddy Lee Jeans Certification
  • Marriott Event Calculator
  • Questions
  • Does this sort of input and calculation tracking
    engage users?
  • Do these tools drive users back to the site?
  • What are the branding opportunities?

13
relationship
  • Customization
  • Jostens design your own ring

14
context
  • Embedded Cessna
  • Sidebar Medtronic
  • Questions
  • Which method gets peoples attention?
  • Which method results in greater linking to
    related materials?

15
communication
  • Buddy Lee Forum
  • Mama Ragu Virtual Representative
  • Online Chat Neiman Marcus
  • Email form Vote No War.org
  • Questions
  • How do people want to be communicated with?
  • Who do people want to communicate with?
  • What is the main objective of the communication?

16
words of advice
  • Your website isnt something people read, its
    something they do. Visiting your site is an
    activity.
  • industry newsletter

17
words of advice
  • New media is interactive. In contrast to old
    media where the order of presentation is fixed,
    the user can now interact with a media object. In
    the process of interaction the user can choose
    which elements to display or which paths to
    follow, thus generating a unique work. In this
    way the user becomes the co-author of the work.
  • Lev Manovich The Language of New Media

18
words of advice
  • Five principles for the always-on age
  • Create a sustainable mutual value exchange
  • Deliver experiences rather than messages
  • Detach and distribute
  • Optimize assess and improve performance
  • Integrate experiences across all channels
  • G.M. OConnell, ModemMedia, Nov. 2002
    http//www.modemmedia.com/pdfs/FivePrinciples_Mode
    mMedia.pdf

19
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