Prashant Saxena
Apr 18, 2012

OPINION: The times of transmedia

Prashant Saxena, associate director of Agility Research & Strategy, draws a distinction between cross-media advertising and transmedia advertising—a more advanced technique that can help brands reach engagement-hungry consumers.

Prashant Saxena

When Bob Dylan penned, The Times They Are a-Changin, little did he know that the classic song would resonate just as much with the advertising world in 2012 as with the political upheaval of the 1960s. Advancements in media have caught many advertisers off guard by moving faster than their lethargic models of classical marketing. No wonder the books touting Social media for dummies’ are selling faster than Philip Kotler’s marketing masterpiece. 

The changing...

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